Why click-and-collect is now a compelling alternative for shoppers
Click-and-collect as an online fulfilment option yields a much better margin for retailers – but beating the sheer convenience of home delivery can be a tough sell.
Click-and-collect, sometimes called BOPIS (buy online, pick-up in store) can be a more margin-friendly ecommerce fulfilment option for retailers with an omnichannel presence, saving them on the costs of delivery (particularly the notoriously expensive last mile). It also promises additional benefits such as increased footfall to brick-and-mortar stores.
However, for a long time, it was a tough sell to customers, who bemoaned excessive waiting times combined with off-putting fees. And depending on a shopper’s location, it might not always be a quick journey to the nearest collection point.
