Data Show Suc­cess Of Click and Col­lect

WWD Digital Daily - - In Focus: Business Insights - BY ARTHUR ZACZKIEWIC­Z

Con­sul­tants at Kurt Salmon, part of Ac­cen­ture Strat­egy, looked at data on buy on­line, pick-up in-store — also known as “click and col­lect,” dur­ing the kick­off of the hol­i­day shop­ping sea­son, and found “that this year re­tail­ers ex­celled in their abil­ity to ex­e­cute buy on­line, pick-up in-store on Black Fri­day, as well as up­ping their game when it comes to keep­ing their ship­ping prom­ises on Cy­ber Mon­day.”

In a sep­a­rate study, re­searchers at BIGre­search found that a large num­ber of con­sumers this hol­i­day shop­ping sea­son were shop­ping on­line as well as in stores.

Re­gard­ing the method­ol­ogy of the Kurt Salmon re­port, the firm said it placed or­ders with 137 re­tail­ers across dif­fer­ent prod­uct seg­ments on Cy­ber Mon­day as a way to gauge ship­ping and order ac­cu­racy as well as de­liv­ery costs.

Au­thors of the re­port said the top­per­form­ing re­tail­ers “ful­filled or­ders in an av­er­age of 1.8 days” and in­cluded Au­toZone, CVS, Of­fice De­pot, Ad­vanced Auto Parts, Ama­zon Prime, Best Buy, Burberry, Ca­belas, Chanel, Sta­ples,

Timberland and Vans. The results showed a marked im­prove­ment over last year’s study.

Steve Os­burn, man­ag­ing director at Kurt Salmon, said click and col­lect is the “real bright spot this year” and that his­tor­i­cally, buy­ing on­line and pick­ing up in-store “was a dif­fi­cult trans­ac­tion for the cus­tomer, whereas now re­tail­ers have built ease and con­ve­nience into the ex­pe­ri­ence by plac­ing kiosks at the front of the store and al­lo­cat­ing park­ing spa­ces.”

The re­search showed that 64 per­cent of re­tail­ers de­liv­ered a com­plete order within one week, which com­pares to 63 per­cent in 2018, and 50 per­cent back in 2017. “We are see­ing many re­tail­ers hon­ing their com­pet­i­tive agility and ex­celling in terms of speed, vis­i­bil­ity into in­ven­tory and the abil­ity to ful­fill last-minute or­ders,” Os­burn said. “One of the crit­i­cal com­po­nents is to en­sure they have a func­tion on their mo­bile app or on­line that gives the op­por­tu­nity for a cus­tomer to see all the in­ven­tory in an easy way in the store that is near them.”

The firm also cited sev­eral re­tail­ers for de­liv­er­ing the best “over­all cus­tomer ex­pe­ri­ence,” which in­clude Home

De­pot, Nord­strom, Kohl’s and Dick’s Sport­ing Goods.

Other no­table find­ings in the re­port in­clude faster av­er­age pro­cess­ing time, which was 2.5 hours this year ver­sus

3.6 hours last year. “Only 27 per­cent of re­tail­ers have had an is­sue with their order (can­cel­la­tion, wrong item, etc.) ver­sus 60 per­cent in 2018,” the firm noted.

In the BIGre­search re­port, re­searchers said the study in­volved 116,000 con­sumers us­ing the BIG­to­ken app, which is a con­sumer-man­aged data mar­ket­place.

The find­ings showed that 40 per­cent of re­spon­dents “planned to shop on­line for the hol­i­days, 28 per­cent planned to shop in-store and 32 per­cent planned to shop both on­line and in-store.”

Con­sul­tants from Kurt Salmon, part of Ac­cen­ture Strat­egy, iden­ti­fied top­per­form­ing re­tail­ers suc­ceed­ing with buy on­line, pick-up in-store.

A Kurt Salmon re­port says top-per­form­ing re­tail­ers “ful­filled or­ders in an av­er­age of 1.8 days.”

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