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The latest consumer survey conducted by Creditreform Boniversum GmbH and the German E-Commerce and Distance Selling Association (bevh) showed that consumers like to use Click & Collect’s services. The cross-channel principle is intended to ensure stronger networking between the stationary trade and the online trade in the future.
Today’s customer wants to shop as comfortably and flexibly as possible. Click & Collect enables customers to order goods online and pick them up in a stationary shop. The cross-channel principle offers users fast product availability, savings in shipping costs and an additional service through on-site consultation.
“E-commerce relieves city centers of shopping traffic, since goods – from daily needs to luxury goods – are delivered in bundled delivery processes to stores or directly to the customer’s home. It also supports the stationary shopping presence. The study shows that Click & Collect is not only well received by retailers and customers, but also by city planners and ultimately the environment,” explains Christoph Wenk-Fischer, Managing Director of the German E-Commerce and Mail Order Association. (bevh).
The use of Click & Collect
For the Boniversum and bevh survey, 1,011 people between the ages of 18 and 69 were interviewed at the beginning of September 2018. Of these, 60 percent stated that they had already used Click & Collect. Seven percent of respondents were unaware of the services offered to buy goods online and pick them up at the store. More than half of the non-users of Click & Collect could imagine using this ordering method in the future. The degree of utilization of Click & Collect would increase significantly if merchants were to make the payment method “purchase on account” more available to customers, according to 63 percent of survey participants.
51 percent of Click & Collect users have made two to five purchases in this way in the past twelve months. Of these, 25 percent stated that they had only used the service once (21 percent) or not at all (4 percent). On the other hand, 24 percent of the participants have purchased more than six times via Click & Collect in the last twelve months.
The survey showed that people under the age of 40 in particular enjoy using the service. Click & Collect users (64 percent) placed orders particularly in the “Clothing, including shoes” segment. This is followed by “entertainment products” with 43 percent and the “leisure” product group with 25 percent. It is evident that women prefer to buy products from the “Clothing including shoes” and “Leisure” segments. Men are more interested in the product groups “leisure” and “entertainment”.
Reasons for ordering via Click & Collect
The four top reasons users see for ordering via Click & Collect are: savings in shipping costs (55 percent), flexibility in picking up the ordered goods (48 percent), as well as free returns in the store (34 percent) and the option of combining the pickup with other purchases (34 percent).
The experience that users have had with the Click & Collect service is good: three out of four users (76 percent) have never had any problems picking up the products ordered in the store. Four out of five Click & Collect users (82 percent) say they have never failed to pick up ordered goods in the store.
Nevertheless, there is still room for improvement in the range of services on offer: 24 percent of those surveyed complain about, among other things, a long queue at the time of collection, missing or exchanged goods and a lack of service for Click & Collect customers in stationary stores.
Traditional payment methods are popular
The survey revealed that the “traditional payment methods”, such as paying by credit card, prepayment or direct debit, are 63 percent more popular with buyers than the “modern payment methods”, such as PayPal and Sofortüberweisung.de or Klarna or Billsafe (37 percent).
Of these, 31 percent of Click & Collect users use payment methods such as PayPal and Sofortüberweisungen.de. This is followed by cash payments with 19 percent, purchases on account with 16 percent and credit cards with 14 percent.
“More than half of the survey participants stated that they had already used “Click & Collect”. And the potential for merchants is far from exhausted. The majority of respondents confirmed that they would order more frequently in this form if the option “purchase on account” were given”, Marc Leske, Head of Sales E-Commerce at Creditreform Boniversum GmbH.
1st place among the desired payment methods
In first place among the preferred payment methods is “purchase on account”. Accordingly, 22 percent of respondents would choose to purchase on account if they could choose between all payment methods for Click & Collect purchases. 63 percent of respondents said that they would order more frequently via Click & Collect if they had the payment method “purchase on invoice” to choose from.
Overall rating of the Click & Collect service
The survey participants are satisfied with the variety of products and the number of shops that Click & Collect offers. In the survey, the service offering scored “satisfactory” overall in terms of school grades. Despite all this, only a minority would be prepared to pay an additional fee for the Click & Collect service. As a result, 83 percent of the users surveyed would reject the service if it had to be paid extra.
Of the survey participants, 40 percent have not yet used the Click & Collect service. 54 percent of them could very well imagine picking up goods ordered online in the future from stationary retailers. The service must not cost anything extra.
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Link: The current Boniversum and bevh consumer survey
Image: imtmphoto / istock