Editor: One of the standout points of your article “The best of both worlds?” (05.09.14, p30) is the new type of ‘valuable customer’ for retailers to embrace through their marketing
and delivery proposition.
The CACI research revealed that 75% of click & collect customers who collect their goods at a retail park buy something either in the store, or at the retail park - that’s a lot of potential. This knowledge should surely encourage retailers to look at strategies that boost footfall for all.
The proof is in the pudding as retailers that are aware of the potential in all aspects of click & collect - such as John Lewis and Tesco - are reaping the rewards. Providing convenience and choice is clearly good for business.
The idea of free parking in click & collect parking bays is encouraging for retail parks and the reportedly ailing high street, but the suggestion that lockers could be in the car parks defeats the object of these shops benefiting from that 75% who would purchase something else upon collection. Perhaps retailers and locker providers would benefit from establishing strategic partnerships to ensure everyone gets maximum value from this development?
Click & collect has developed out of necessity. It seems choice is the currency and retailers have to learn how to spend it.
Geoff Taylor, managing director, Route Genie for iForce