The click and collect concept is a fairly simple one to grasp. Order something online, and collect it at the most convenient location.
Reality however, doesn’t work quite that way. Let us look at retailer X, which is a fairly established retail brand. I place an order on their website, and select the click and collect delivery method.
Expected outcome: I should be able to walk into my desired store, and pick my purchase up the same day.
Actual outcome: I have to wait 3 business days, before the pickup is available at my desired store.
It would have made more sense if I had just walked into the store, paid with my card and walked out without ever making an online transaction.
Why is click and collect not working?
It seems like inventory management is the key culprit. The online store’s inventory varies from the retail store’s inventory. Everyone can view stock in other stores, but each store has its own inventory.
You can imagine what happens, when an online transaction is made for click and collect.
The product has to be delivered from the online store’s warehouse to the desired pickup location. This shouldn’t be happening, but it is.
Ideally, the system should be capable of recording an online sale, and mark that sale against the actual store’s inventory with barely a hiccup. (Assuming stock is available in store.)
When done correctly, the click and collect method offers a convenient way for the customer to pick their purchase up right away, without the delay/hassle of shipping.
It also ramps up foot traffic to the retail store, opening up the opportunity for increased sales.
The solution isn’t necessarily difficult. Retailers and customers alike have the same end goal: to make the process of buying something, easy.
If it isn’t broken, it doesn’t need fixing. Some might argue that the model serves a different purpose in the grand scheme of e-commerce, or even that it’s working beautifully in its intended role.
From my point of view, not being able to collect my purchase the day I buy it online, simply does not make sense – especially when it is available in the store. It’s just not good enough.