Online shopping has become commonplace, but many customers still value the option of picking up their goods in person. This combination gave rise to the Click & Collect service, which combines the convenience of e-commerce with the practicality of offline pickup. This solution is rapidly gaining popularity, becoming one of the pillars of omnichannel retail strategies.
What is Click & Collect?
Click & Collect is a shopping model in which a customer orders a product online and then collects it at a selected location – most often a brick-and-mortar store, parcel locker, or retailer. This allows the buyer to combine the convenience of browsing and selecting goods online with the flexibility of collection at a convenient time and location.
This solution addresses the needs of modern consumers who expect speed, cost savings in delivery, and control over the entire shopping process. According to the “Click & Collect in E-Commerce” report from Arvato Polska, as many as 18% of women and 17% of men in Poland say that the “click and collect” option motivates them to shop online. Importantly, 40% of this group are people aged 15-34, demonstrating that Click & Collect particularly appeals to younger consumers.
How does Click & Collect work in practice?
The Click & Collect process is simple and transparent, but it involves several key steps. The customer selects the product they’re interested in online and then decides where they want to pick it up – this could be a brick-and-mortar store, a parcel locker, or a partner location. The next step is payment, which, depending on the retailer’s policy, can be made online or upon pickup.
Thanks to the increasing capabilities of e-commerce systems, customers can also influence the pickup details: they can select a location on the map, use a search engine by postal code, and in some cases even specify a preferred time slot. This allows Click & Collect to provide full control over the shopping process and increase pickup flexibility, which is particularly appreciated by those with a busy schedule.
Why do customers choose Click & Collect?
The biggest advantage of Click & Collect from a customer perspective is convenience. By ordering a product online, they can choose where and when to pick it up, avoiding waiting for a courier at home. Saving time is also crucial for many people – orders can often be picked up the same day, which in practice means faster access to the goods than with standard delivery.
The financial aspect is also important. The lack of delivery costs makes Click & Collect an attractive alternative for those sensitive to additional fees. For many customers, the certainty of product availability is also important – by choosing personal pickup, they have the guarantee that the item will be waiting for them, and the risk of a delivery failure is practically non-existent.
Benefits for e-commerce retailers
Click & Collect offers not only convenience for customers but also tangible benefits for retailers. Primarily, it increases the likelihood of additional purchases – when picking up an order in-store, customers often decide to spontaneously purchase other products. This is a natural way to cross-sell, which positively impacts basket value.
Furthermore, offering Click & Collect builds customer loyalty. Flexibility in choosing a collection method makes consumers more likely to return to the store, giving them more freedom and comfort. Importantly, this service also helps reduce abandoned carts – those who don’t want to pay for delivery are more likely to complete the transaction when they can pick up their order for free at a convenient location.
The financial aspect also cannot be overlooked from the retailer’s perspective. Fulfilling an order using the Click & Collect formula often means lower logistics costs – instead of sending the parcel by courier, the goods are delivered to the store or a partner location as part of existing deliveries. This allows companies to optimize processes, reduce transportation costs, and simultaneously offer customers an attractive collection option.
Technologies supporting Click & Collect
Efficient implementation of Click & Collect requires the appropriate technological infrastructure. ERP and CRM systems play a key role here, allowing for real-time inventory monitoring and data synchronization between the online store and collection points. Integration with POS systems ensures that the online store’s offerings are consistent with actual product availability.
Mobile solutions are also becoming increasingly important – apps that allow customers to track order status, select a convenient pickup point, and make quick payments. Automation of logistics processes, such as SMS or push notifications about order readiness, is also a key element. Such tools not only streamline service but also increase customer satisfaction, which translates into long-term brand loyalty.
Disdvantages and challenges of Click & Collect
While Click & Collect has many advantages, implementing this model also presents challenges. One of these is the need for efficient logistics and system integration – the online store, warehouse, and pickup point must operate in full synchronization. Otherwise, mistakes can easily occur, which undermines customer confidence.
Another problem can be long queues at pickup points or situations where an ordered product is unavailable despite confirmation in the online store. Therefore, accurate inventory management and constant updates on product availability are crucial.
Retailers must also ensure the proper organization of the pickup area in the physical store. If the process is inconvenient, too time-consuming, or poorly labeled, it will become a source of frustration instead of making shopping easier.
It’s also worth remembering the differences in online and offline pricing. Customers often expect to pay the same in a physical store as in an online store, which can lead to misunderstandings and negative reactions. Lack of clear communication in this regard can lead to dissatisfaction and even cancellations.
Click & Collect and the Omnichannel Strategy
Click & Collect perfectly aligns with the omnichannel concept, a strategy of combining various sales and customer communication channels. This solution blurs the line between online and offline shopping – customers can conveniently order a product online and then pick it up in a brick-and-mortar store, where they can also browse other products and seek advice from the salesperson.
Importantly, Click & Collect is not reserved exclusively for brands with their own stores. Increasingly, online stores are collaborating with partner locations, parcel lockers, and retail chains to offer customers the greatest possible flexibility in pickup. This model not only expands a company’s reach but also strengthens its competitiveness – especially when consumers expect maximum convenience and a variety of delivery options.
Examples of brands in Poland offering Click & Collect
More and more companies in Poland are implementing the Click & Collect model, recognizing its potential for both building customer loyalty and increasing sales. Brands successfully using this solution include:
- Empik – enables quick pickup of online orders in brick-and-mortar stores.
- Smyk – offers online pickup of purchased products in its children’s stores.
- Media Expert – customers can reserve consumer electronics and household appliances online and pick them up in-store.
- Kaufland – the supermarket chain allows for pickup of selected products ordered online.
- Grupa CCC – implemented Click & Collect as part of a broader omnichannel strategy in fashion retail.
Why is Click & Collect worth implementing?
Click & Collect is a solution that has quickly gained immense popularity and become an important element of the strategies of many online stores. Customers appreciate it for its convenience, flexibility, and lack of additional shipping costs, while sellers appreciate it for its ability to increase sales, build loyalty, and reduce logistics costs.
However, implementing this model requires proper preparation – efficient IT systems, precise inventory management, and well-organized collection points. It’s also important to ensure clear communication with customers to avoid misunderstandings, such as differences in online and offline pricing.
Despite these challenges, Click & Collect is currently one of the most effective ways to strengthen competitiveness in e-commerce and create a shopping experience that fully meets the needs of modern consumers.
We have implemented a similar approach to improving delivery convenience in the Allegro app, among others – see our case study, which shows how the parcel sharing feature enhances the shopping experience and gives customers greater control over their shipments.
