As retailers continue to mesh together their brick-and-mortar and digital operations, a growing number of consumers are utilizing click-and-collect programs (buy online-pickup in-store) now offered by many leading chains, according to a survey from the International Council of Shopping Centers (ICSC).
According to the survey, more than 50% of adults use click-and-collect services, with 61% of those using it say they do so at least once a month.
“The use of click-and-collect (programs) demonstrates the ongoing convergence of physical and digital,” said Tom McGee, ICSC president and CEO. “Consumers want options when making their purchases and the retailers who are offering the most channels are seeing more purchases being made.”
Two-thirds of those now buying online and picking up in store buy additionals items from the retailer at the time of pick up. Also, 60% said they make a purchase from a store located nearby.
The survey also found that the primary reasons for utilizing click-and-collect are no delivery fees (49%), receiving purchased items more quickly (40%), and assurance that items will be available when shopping in-store (33%).
During the click-and-collect process, 53% of those surveyed said they want to receive status notifications and 50% want to be able to pick up items quickly. And 94% of respondents said that once they use a click-and-collect program, they will continue to do so.