Click and Collect: the key to omnichannel commerce?

Commerce is becoming increasingly omnichannel. And that's good news. Today, consumers no longer hesitate to order a product online, then opt for in-store collection.

This is known as click and collect. And at Rakuten, adoption is massive: the number of "pickup" orders has risen from 27% in 2019 to 45% in 2023. But do you know how such a service works? What are its benefits, for buyers and sellers alike? And how can you implement it, to improve the customer experience and boost your growth?

Find out in this article.

Definition: What is Click and Collect? 

Click and collect is a service offered by companies, particularly in the retail sector. This omnichannel strategy merges online purchasing (from a website or mobile app) with in-store order collection.

This delivery method combines the best of both worlds: buy online without waiting anywhere, then collect your orders in person. It's a truly omnichannel system, which has been booming since the Covid-19 epidemic: according to a Fevad report, 21% of French people used Click and Collect for the first time during the health crisis and containment!

How does click and collect work?

Click & collect works simply, conveniently and quickly, for sellers and consumers alike. When implementing this system, here's what the user journey looks like:

• Online ordering: customers select their products online, from the product pages of an e-commerce site or marketplace. They add them to their virtual basket.
• Choice of pick-up: the customer chooses the click & collect option, rather than traditional home delivery or delivery to a relay point.
• Payment: after the e-shopping session, the buyer pays for the items online, from the website.
• Order confirmation: the store confirms the order (usually by e-mail).
• Order preparation: sales staff prepare the parcel for collection.
• Order collection: On the same day or within a short time, the customer visits the store to collect the order. They present their order confirmation (usually in the form of a QR code or order number).
• Happy ending: consumers can enjoy their products quickly, without waiting for them to be delivered.

The brand, for its part, offers a simplified shopping experience, and increases its in-store traffic. But these aren't the only benefits!

What are the advantages of click and collect?

More than a third of shoppers (34%) say they would choose click-and-collect delivery. In 2022, click-and-collect delivery attracted just 25% of consumers (source: Retail Economics report (2022)).

The massive adoption of this omnichannel service is also confirmed by retailers. Over 80% of retailers in France, Spain and Italy offer in-store pick-up services. According to Retails Economics (2022), the figure is half that in the USA and Canada.

This in-store collection system is so appealing because it has a number of positive points:

For consumers:

• Savings: delivery costs are lower for customers (or even free, as with our Rakuten marketplace).
• Speed: delivery times are reduced, with no risk of theft or loss.
• Visibility: customers have better visibility of a product's availability, so they can order it remotely without waiting.
• Flexible hours: customers can collect their purchases at the time of their choice, depending on the store's opening hours. No need to wait impatiently for a deliveryman at home!
• Environmental impact: this mode of delivery reduces the carbon footprint associated with deliveries. Orders are grouped together at a single pick-up point. In many cases, the products are already in store: logistics are not only more ecological, but also simplified.
• Control over the order: when picking up a parcel in-store, the buyer can immediately check the condition of the items, and make sure they meet expectations. In the event of a problem, it's easier to return purchases directly to the point of sale.
• Privileged contact: click & collect offers a more human and personalized shopping experience. Contact is encouraged when the order is collected. By opting for click & collect in local shops, consumers are also helping to support the local economy. For 57% of French people, supporting the activity of local merchants is important (Integral Ad Science study, 2021).
• Personal data security: this in-store collection solution limits the sharing of personal data (personal address, digicode, etc.). Perfect for reassuring wary customers.

For retailers:

• Increased in-store traffic: by deploying a pickup service, brands encourage customers to come and discover their physical store. This is known as "web to store". It's an excellent way of attracting new customers and introducing them to other products during pick-up.
• A boost for additional sales: 70% of in-store parcel collectors make impulse purchases on the spot (Global Data, 2022). Perfect for boosting retailer growth!
• Increased average basket: click&collect is often used to buy products that are heavy, bulky or difficult to manage with traditional delivery. Offering this pick-up option increases the average shopping basket: the value of products picked up in-store is on average 47% higher than the average for products bought online and delivered in the traditional way!
• Lower logistics costs: fewer basket abandonments, no delivery costs or product returns to anticipate, free point-of-sale collection... Click & collect saves you time, while generating higher margins.
• Improving the customer experience: by making purchasing simpler, faster, smoother and more flexible, click&collect boosts customer satisfaction. And loyalty. Personalized interactions between sellers and buyers also have an impact on brand image and customer preference. A real virtuous circle for business and growth.
• Inventory optimization: this "web-to-store" collection method helps stores to manage their inventories in line with actual demand. The result? Fewer risks of overstocking or out-of-stock situations.
• Adapting to new buying habits: click and collect meets the new expectations of modern customers (flexible, fast purchases), helping retailers to remain competitive in the marketplace.

As you can see, click & collect is a win-win option for customers and sales outlets alike. This sales system, already popular with 80% of the population, is easy to set up. We'll tell you how...

How to set up click and collect with Rakuten?

Rakuten is France's 1st omnichannel marketplace. We combine the best of both worlds (physical & digital), to satisfy both buyers and sellers. All thanks to a click&collect service: Rakuten Instore.

Hundreds of retailers and small businesses are taking advantage of this option. The system is simple: customers order products remotely from a seller on our marketplace, then collect them from their store or warehouse. Within two hours. Free of charge.

If you're interested in "phygitalizing" your business, it's easy: activating Rakuten Instore is just a few clicks away. You can choose to activate click&collect for your entire catalog, for a selection of products, or even for several stores. Just follow the guide:

 

Enable click and collect on an entire catalog

1. Connect to your Merchant Dashboard.
2. Go to "Inventory" and click on "Category management".
3. Click on "All" and then on "Define shipping costs".
4. Select the "Pick-up on site" delivery method.
5. Enter your zip code and telephone number.
6. Click on "Save". The update may take 2 to 3 minutes, to activate in-store pick-up on the entire catalog.

Would you like to delegate this part? It's perfectly possible. Your E-Commerce Consultant can activate the Rakuten Instore option on your account in just a few minutes. Contact him/her by clicking here.

Activate the option manually on a selection of products

If you prefer to choose your own selection of products to pick up in-store, you can do so in just 3 clicks:

1. Go to "My Account" by clicking here.
2. Click on "All my ads" in the Inventory section.

 

 

1. Select the ad of your choice
2. Click on Modify ad.

 

 

1. Tick the box "I authorize the buyer to collect it on site".
2. Enter your zip code and telephone number.

 

How do I activate Rakuten Instore for multiple stores?

You can activate Rakuten Instore for several stores, and link them to the same account if you wish. The stores will then be recommended by geolocation to buyers.

Our teams can help you activate your click & collect and fine-tune your strategy.

Click & collect is not just a trend, but a service that makes all the difference. Your customers have already adopted this option: why shouldn't you?

At Rakuten, France's leading omnichannel marketplace, we can help you implement your web-to-store strategy, thanks to click & collect. Join our 8,500 professional sellers and 6,000 connected physical points of sale.