However, the “click and collect” model is a bit different. Here, orders are also placed online, but the customer picks up his ordered goods at a stationary retail store. Instead of “click and collect”, many people therefore use the expression “order and collect” in German.

Advantages and disadvantages of the method

Let’s start with the benefits:

In this day and age, companies that want to establish themselves among the competition and strengthen their own reach can no longer do without an online store. For many retailers, however, the web store does not replace local trade, but serves to additionally increase sales and local awareness. However, “Click and Collect” now removes the separation between offline and online. The customer can therefore store online and then pick up the product in the local store, not having to pay shipping and even getting their goods the same day, depending on availability and opening hours.

Since the product can already be viewed or tried in the store, there is usually no need to return the item if the customer does not like it or it does not fit, which allows retailers to minimize their costs. In addition, customers often buy additional products in the store that they discover when they pick up the merchandise. Another advantage is the additional payment options that a customer would not have in an online-only store, plus the advice provided by employees in the store on site.

However, click and collect also brings disadvantages:

In many cases, the motivation for a customer to order a product via click and collect is that the customer wants to pick it up immediately in the retail store. However, if the item is no longer available, ordering via click and collect is not worthwhile for the customer. In that case, the customer will place a normal online order with another merchant. Stock management and also availability must therefore always be kept up to date online. If errors occur here, it could be that a customer wants to pick up an item they ordered online but is already sold out.

In addition, the organization and service in the retail store also plays a major role. Products must be reserved in the store in good time and prepared for collection, so that the customer is spared long waiting times. It is also important that the pick-up area in the stationary store is clearly marked and well organized. In addition, the responsibility for personnel should be clarified. Here the claim should be that the customer can pick up his ordered goods as soon as possible. This means that the goods should already be packed and ready for the customer to pick up in the store when he enters the store. If the organization does not work here, the customer will not order again via Click and Connect.

eBakery advises on distribution channels

We not only implement online stores for our customers, but also advise you on distribution channels, as Click and Collect is one. To this end, we also support you in regional marketing.