UK: Clothing and footwear to gain from click & collect growth
Click & collect expenditure is set to jump 82% between now and 2019
Clothing and footwear is expected to take the lion's share of the significant growth expected in 'click & collect' sales in the UK over the next five years.
According to research firm Verdict, spending on click & collect is set to reach GBP6.5bn (US$10.64bn) by 2019, up 82% from 2014 - with clothing and footwear likely to make up over half of all sales.
For these retailers in particular, Verdict says maintaining a store network that can offer locality, while having highly informative websites to drive growth, is now a "fundamental" requirement for retailers.
But while expenditure and usage are growing rapidly, the service is still in its infancy, and is far from utilised to its maximum potential, it adds.
Many retailers are struggling to drive extra revenue from the footfall created when customers order online and pick up in-store. Despite 67% of online shoppers having now used click & collect at least once, only 29% of shoppers who used the service for their last purchase bought something extra when collecting it from the store.
Click & collect users are not like other online shoppers, according to Verdict. They are more considerate in their purchasing, taking longer to research and browse, and value convenience significantly, with 88% of shoppers travelling less than 30 minutes to collect their last purchase.
Although Marks & Spencer has been struggling to get its sales growth back on track, its investment in click & collect, combined with a vast store network, is starting to pay off, Verdict analyst Matthew Rubin says.
The retailer has the highest penetration of click & collect use, with more than half of all of its shoppers having used the service, while rival Next Plc, is behind at 30%.
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