Click & Collect is reshaping grocery retail and is expected to represent nearly 20 percent of all e-commerce spending by 2027.

For grocery retailers, this shift merges online and in-store shopping, offering customers a seamless, convenient experience and enabling grocers to stand out in a crowded market.

Click & Collect allows grocery shoppers to browse, purchase, and pick up on their own schedule, writes Adam Castleton, CEO, Startle.

Create value in the aisles

Click & Collect bridges the gap between traditional in-store shopping and digital convenience, capturing the best of both worlds. For grocers, it’s a powerful tool to drive foot traffic, streamline operations and keep up with evolving consumer preferences for convenience and flexibility.

This “buy online, pick up in-store” (BOPIS) model became a staple during the pandemic and it remains popular for grocery consumers, who now expect options like in-store returns and exchanges alongside their weekly shop.

One study found that Click & Collect accounts for 40 percent of sales for retailers who offer the service.

Why blended retail works

For grocery shoppers, Click & Collect means a quicker, hassle-free shopping trip. They can avoid crowded aisles and long checkout lines by ordering ahead, saving time and effort. The cost-effectiveness is also key – shoppers can enjoy online deals without incurring delivery fees, making grocery shopping more affordable. And since they can check and adjust their orders as they go, it’s perfect for busy families needing flexibility. Impact beyond the online order

1. Craft in-store experiences

Click & Collect allows grocery stores to shape a memorable brand experience beyond traditional shelf displays. Stores can create inviting, sensory-rich environments that leave a lasting impression, using everything from appealing displays to curated product recommendations that foster loyalty and encourage impulse buys.

2. Encourage additional purchases

While Click & Collect purchases begin online, they can lead to unexpected in-store sales. Grocery shoppers picking up orders may buy additional items, presenting a prime opportunity for cross-selling fresh products, new arrivals, or seasonal deals directly in-store. Retailers can encourage these purchases by placing promotions near the pickup area.

3. Faster checkout and reduced in-store crowding

By minimising the need for customers to do their grocery shopping in-store, Click and Collect helps reduce wait times at checkouts and allows stores to serve more shoppers efficiently, especially during peak times.

4. Increase product discovery

By stepping into the store for pickups, shoppers discover products they might have overlooked online. This broader exposure encourages shoppers to look out for new product ranges they may have missed online, building brand loyalty and inspiring shoppers to add items to their regular grocery lists, enriching their in-store experience.

5. Reduce costly delivery fees

Click & Collect services offer the convenience of online shopping for consumers while cutting down on costly delivery services for retailers. Grocery stores have grappled with the expense of doing at-home deliveries, often resulting in increased charges for consumers. Grocery store Tesco announced that it was increasing the minimum spend on groceries from £40 to £50 to cover its operating costs. Click & Collect customers handle the final step of transporting their orders, reducing delivery expenses and logistical complexities for the store.

Adapt to new standards in grocery retail

Click & Collect has become a core component of modern grocery retail, setting new standards that shape consumer expectations around speed, convenience, and service quality. With the rapid shift toward online shopping, customers now expect flexible options such as same-day or next-day collection to fit seamlessly into their busy schedules. For grocery stores, adapting to these standards is no longer just an added service – it’s a necessity to stay competitive in a market where convenience is paramount.

The challenges of blended grocery retail

For all its advantages, Click & Collect demands that grocery stores adapt quickly. Integration between online and in-store systems is essential, requiring robust technology and a well-trained staff.

Efficiently managing inventory and balancing the needs of both online and in-store customers during peak shopping hours is crucial for a successful Click & Collect experience. One retailer that has experienced challenges with this is Aldi. It recently announced that its Click & Collect service, which services over 170 stores in the UK, will come to an end in 2025 in order to service its stores more efficiently.

Additionally, with the rise of off-site pickup options, grocery stores must weigh the benefits of convenience against the potential loss of in-store purchases and brand engagement. Striking the right balance will allow grocers to meet consumer demand while retaining the foot traffic that adds so much value to the grocery shopping experience.

In an era where convenience is king, Click & Collect offers grocery retailers a prime opportunity to enhance service, elevate the in-store experience, and meet evolving customer expectations. The challenge lies in creating a system that not only meets but exceeds these new standards, keeping shoppers coming back to both the store and the app.

 

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