Brands present in Polish shopping centres and offering online sales only partially use the potential of click & collect, while in the UK, which is the most mature e-commerce market, income generated by this option is regularly growing.
Maria Piedziewicz, Consultant, Research at Knight Frank, said: “In the face of growing competition between online and traditional sales, retailers should pay more attention to the points where these two channels meet, and encourage online shoppers to visit traditional stores. Click & collect can be a good example of such solution. At Knight Frank we have noticed that only some of the e-stores of the brands present in Polish shopping centres offer the click & collect option, while it is a very good solution to attract online customers to visit traditional shops. Clients can choose and pay online, and pick up their order in a selected location. We have also noticed that click & collect is most popular across DIY and electronics brands. Supermarkets are also working on implementing this solution, however, due to a more varied and wider offer the process of implementation of this solution is more complicated.
Interestingly, the gastronomy sector is adapting click & collect for its needs. Chains like Starbucks or Domino’s Pizza allow their customers to order via mobile application on the way and pick their order at a chosen restaurant.
Shopping centres should also notice the potential of click & collect. Some malls offer areas dedicated specially to online order delivery. A customer can try on the product and if there is a need to return, the shopping centre staff will take care of it. So far, however, it is not a standard service. We tend to spend more and more time at the office, where employers are not very willing to allow private parcels to be delivered to the company address, so such solution can be useful both for the clients and shopping centres.”