Reserve and Collect a Potential Boon for Retailers in the UK - eMarketer
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Reserve and Collect a Potential Boon for Retailers in the UK

Popular with UK consumers, the fulfillment option can boost add-on sales

November 10, 2016 | Retail & Ecommerce

The click-and-collect phenomenon, whereby consumers buy products online then collect them at a physical store, is very popular in the UK. However, August 2016 research by Vanson Bourne for ecommerce solutions provider Tryzens indicates that another popular option—and a potentially more lucrative one for retailers—is on UK consumers’ minds.

UK Digital Buyers* Who Prefer to Reserve Products Digitally Prior to Purchasing In-Store, by Gender, Aug 2016 (% of respondents)

The study found 84% of female and 83% of male UK internet users who had made a recent ecommerce purchase always or sometimes preferred to reserve products digitally before heading to a physical store to complete their purchase.

The subtle but important difference here is that with reserve and collect, consumers come into a physical store armed with a still-to-be-completed order, whereby click and collectors will have already paid for their purchase online. The reserve-and-collect opportunity for retailers, of course, is that the “collector” may be more inclined to make additional purchases once on-site.

In-store shopping is still the de facto method of buying retail goods in the UK. Even in this world-leading ecommerce nation and at a time of the year—the run up to Christmas—when digital shopping peaks, almost 80% of holiday season shopping this year will happen in physical stores, according to eMarketer’s latest holiday season shopping forecast. The appeal of reserve-and-collect shopping may help maintain the healthy lead that physical retailing holds over digital buying.

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