Driving Business Growth with Click and Collect
There is a groundbreaking trend that is reshaping the world of e-commerce: Click and Collect. At the recent Vtex Day, businesses highlighted the tremendous growth of this strategy within online retail and how it has strengthened the synergy between the online and physical store.
The symbiosis between offline and online is now a reality for global commerce. Omnichannel is no longer just a trend; it has become an essential part of successful strategies for major retailers. Before considering tools or technologies, we must recognize that omnichannel is a mindset that needs to permeate every area of the company to truly thrive. An omnichannel shopper brings a series of implications for the business, including easier product comparisons, price and condition analysis, and access to market information. The digital transformation has radically changed the dynamics of the shopping journey and the drivers behind decision-making. The hyper-informed shopper is more demanding, price-sensitive, and less loyal. They seek convenience, flexibility, and attention throughout the integrated purchase experience, from adding products to their cart to the purchase itself, potential exchanges or returns, and ongoing relationship and communication.
During Vtex Day 2023, there was significant discussion about the fluidity between online and offline channels, demanding that retailers deliver an increasingly integrated and unified customer experience. The growing trend of omnichannel, driven by the e-commerce boom during the Covid-19 pandemic, brought about a substantial expansion of Click and Collect usage. This approach offers greater flexibility for consumers, allowing them to purchase online and pick up their orders at a nearby store, pharmacy, or collection point at their convenience. One of its distinguishing features is the agility it provides, coupled with the absence of shipping fees.
Click and Collect goes beyond a simple online purchase. It offers customers the opportunity to visit the physical store, experience the new collection firsthand, interact with sales associates, and unlock a range of relationship-building possibilities. It's the power of humanized Customer Relationship Management (CRM) in action, delivering a comprehensive experience to the customer.
Leading brands in the Brazilian retail industry, such as Reserva, Ri-Happy, Decathlon, C&A, and Magalu have shared impressive statistics showcasing the success of this strategy. Currently, Click and Collect represents over 30% of online purchases, with double-digit growth. Furthermore, when sales teams are trained to support these online-to-physical store customers, 40% of the time, additional sales are generated due to the in-store interaction. Some stores, for instance, discovered that it was more effective to wrap the merchandise only when the Click and Collect customer arrived at the store. During this waiting period, the buyer explores the store, providing an opportunity for sales associates to establish a more direct and personalized relationship and showcase the latest releases. This small differentiator has increased the volume of Click and Collect sales in physical stores from 15% to 30% of the total.
Active listening plays a crucial role in this approach. By understanding the needs and preferences of the customer, it becomes possible to offer a personalized experience in the physical store, resulting in more effective sales. Click and Collect do not compete with traditional sales; they complement each other, creating an integrated and synergistic environment.
For this strategy to be effective, it is essential that the sales team is properly trained, motivated, and engaged with the Click and Collect journey. They are pivotal in delivering this unique experience to customers.
In this new era of online commerce, the Click and Collect strategy stands out as a powerful lever to drive growth. By adopting this approach, companies can offer customers the best of both worlds: the convenience of online shopping combined with personalized and exclusive interactions in physical stores.
We are witnessing the evolution of retail and the opportunity to create an even more gratifying experience for our customers. Now, we want to hear from you—Are you ready for this evolution? How are you analyzing data, anticipating risks, and optimizing profitability? At Prior Wise, we understand the importance of knowing the impact of your decisions on the bottom line, especially in today's fast-paced, high-volume, and fluid online commerce landscape. We stand ready to assist you in this evolution.
Our team of experts is here to support your journey. Together, let's leverage the power of Click and Collect, embrace the omnichannel mindset, and deliver exceptional experiences that bridge the gap between online and offline retail. By tapping into the full potential of this strategy, we can unlock new levels of customer satisfaction, loyalty, and business growth.
Join us in this exciting era of e-commerce, where innovation meets customer-centricity, and let's shape the future of retail together. Remember, the fusion of online convenience and personalized in-store interaction is the key to success.
* Source: All figures were shared by speakers at VTEX Day 2023.
#ecommerce #clickandcollect #omnichannel #customerexperience #retail #futureofcommerce #consulting #rgm #strategicconsulting #priorwise
