A review of Click & Collect services by retailers

1. Click&Collect
Thierry Strickler
François Calzada
June 2013
ENGLISH VERSION

2.  Click&Collect, an essential element in cross channel strategies
 Generates traffic and in store sales
 Not only « Drive »-oriented
Click&Collect
= ON & OFF CONVERGENCE

3.  85% of French find it interesting to reserve a
product on line and pick it up in store (Ifop 2013).
Since 2012, the Morgan clothing brand proposes
to pick up Internet orders in stores. After only 6
months, 30% of online orders were picked up in
stores.
Click&Collect
A service well-received by customers

4. Click&Collect
Works for all shop formats and retail industries

5. Click&Collect
Digital services provided Physical services provided

6. Click&Collect
Digital services provided

7. Click
Location / Opening hours
Researches Results
Stores and Services (1)
Researches ResultsVices and Anvils
PRODUCTS STORES IDEAS & ADVICES COMMUNITY TO DISCOVER
Anvils 2kg
Caracteristics
Lenght (cm): 17
Material: Font
Depth (cm): 8
Opinions
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Available online Available in stores
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Products description Opinions
Home> Products> Tools> Materials and development workshop> Vices and Anvils> Anvils 2kg
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PRODUCTS STORES IDEAS & ADVICES COMMUNITY TO DISCOVER
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8. Click
Product Availability
See store details
See store details
See store details
Stock are estimated. Contact your Chevignon store to have information or reservation
Choose your size
Choose your color
Product Non Available
Product Available
Product Available
List of the stores
HOURS
HOURS
HOURS
LIST MAP
Fill in a city name or postal address
See Store details
See Store details
See Store details
2.85 km from your house
4.59 km from your house
10.12 km from your house

9. Click
Product Information
Type Casque Arceau
Impédance nominale 32 Ohms
Niveau de pression sonore (SPL) 106 db
Réponse en fréquence 10 – 28 000 Hz
Longueur de câble 1.2 m
Jack (connecteur/embase) 3.5 mm jack plaqué or
Accessoires
Fiche adaptateur 3.5 – 6.3 mm, câble
d’extension 1.8m
Diamètre du haut-parleur 40 mm
Bluetooth Non
Headband Headphone with design and trendy wires, its 2 foam pads
adapts to ears shape. It is convenient due to its smooth cable, which
do not tangle. This product will delight the regular users with its
flexibility and easy storage.
Headband Headphone
PHILIPS SHL5500 BLACK
19.90 € instead of 29.90 € with 0.05€ of
eco contribution 1 Year GUARANTEE
1 exemplary in stock
Headband Headphone
Cable Length
Sound pressure Level (SLP)
Accessories
No
Adaptater Plug 3.5 - 6.6mm;
Extension cable 1.8m
Nominal Impedance
Frequency
Jack Plug 3.5 Jack Plug (gold plated)
Speakers diameter

10. Click
Reservation without payment
Family Hammock Flora –
Turquoise – La siesta
In store Picking Up
Family Hammock Flora Turquoise La
siesta
I read and accept the Terms and
Conditions of reservation of the company
Civil Information
Validation of your reservation
1. Chose your of point of
Sales
2. Your Card
Your order will be confirmed by Nature and Decouvertes within 1 hour. When confirmed your
reservation will be valid until the 23/06/2013, 10h30 to 21h
Reservation confirmation

11. Click
Reservation with payment
« Thousands of products at
the same price that in the
Leclerc shops
I pay on-line,
I pick-up my purchases
when I want to, 2hours after
the order,
It’s free, and I gain time. »

12. Click
Make an appointment
« In SNCF railway stores everywhere in France,
you are welcomed by our advisors, travel and
services specialists. They will do their
possible to help you:
• Buy your tickets at the best price
• Get a loyalty card or a discount card
• Prepare your travel
• Combine your travel with a service (rent a
car, hotel, flight…),
• Deal with your reservation, done on-line, by
phone, with a traveling agency or at the
station. »
Fill in your city or Potal code
Appointment
SNCF
Take a SNCF appointment
Select your Point of Sales
Fill in your city or Potal code

13. Click
Make an appointment
The Genius Bar has perfect knowledge on Apple products and works directly with you, to offer
you technical assistance and solve all kinds of problems. Some repairs can even be done in the
Genius Bar. You want to meet a Genius? Book your place in advance.
We would be delighted to
meet you
Make an appointment
Select your store
Select a kind of
reservation
We would be delighted to
meet you
Tell us which store you would like to visit
and which kind of reservation you would
like to do.

14. Click
Plyce : Smartphone app not to miss the tips of
large clearance Darty
Plyce app, propose discount and offers from different
partners (wellness, furniture, deco, ready-to-wear...).
Darty just associates, bringing to Apps users an
acess to all the product remove from storage in its
228 french points of sales.
• Working on all mobiles (IOS, Androïd…),
• Free reservation of the product
• Geolocation leading the clients to the closest
stores’ offers.
Third-party apps

15. Click
1. At home / At the office
2. With smatphones
3. In traffic areas (Tesco wall in the subway)
4. Mobile via QR Code, digital terminals…
5. In store, « Surf and order » area at M&S
6. On e-business website
7. Via apps
8. Via third-party websites or apps

16. Click&Collect
Physical services provided

17. Collect
Challenges and expectations
Client expectations
 Heavy / large products
 Distance
 Timing
 Hours
 Cost
Retailers’ challenges
 Costs
 Logistics
 Information Systems
 Payment Systems
 Additional sales

18. Collect
Home delivery, Online payment
HOME
DELIVERY
Retailers’ Challenges
 Costs
 Logistics
 Information Systems
 Payment Systems
 Additional sales
Client Expectations
 Heavy/Large products
 Distance
 Timing
 Hours
 Costs

19. Collect
In-store picking-up, Online payment
Retailers’ Challenges
 Information Systems
 Payment Systems
 Additional sales
Client Expectations
 Distance
 Timing
 Hours

20. Collect
In store picking-up, In-store payment
G20 launches « G20 minute », its mobile app « to pick-up in-store».
• Geolocation of the closest store
• Order and pay via smartphone or in-store
• Order available in-stores within 2 hours
Retailers’ Challenges
 Information Systems
 Payment Systems
 Additional sales
Client Expectations
 Distance
 Timing
 Hours

21. Collect
Pick-up spots
« Thanks to its partnership with CollectPlus, John Lewis adds 5000 pick-up
services to its 230 physical points of sales».
Retailers Challenges
 Costs
 Logistics
 Information Systems
 Payment Systems
Client Expectations
 Distance
 Timing
 Hours
 Costs

22. Collect
Out-of-store pick-up
« Click, Fly & Collect »
• In the days preceding your flight to Melbourne, place your shopping order online via the mobile
app
• After landing and picking up your luggage, you can pick-up your shopping bags at the terminal
exit near the Park Royal Hotel
• It is even possible to select an option that allows you to have your shopping bags in your car,
witout any additional fees

23. Collect
• In-store picking• Home delivery
• Points of sales delivery

24. In-store = Additional sales
Bricorama sales boosted by the
Click&Collect service
The average shopping cart of e-consumers who are
picking-up their order in-store is 30% higher than
that of clients who are home-delivered
These are Bricorama’s big customers:
Their average shopping basket is 8 times that of the average customer
Click&Collect

25. Click&Collect
Challenges for commercial communication

26. Three Challenges
1. Cross-channel visibility of the service
2. Unify / Rationalize
3. Opportunity for additional services

27. Cross-channel visibility of the service
«Anglo-Saxons put Click & Collect services at the heart of retail strategies and we
can witness it", reported Georges Duarte from DesignDay firm during the first
channel congress,
During 30minutes, with lots of pictures supporting his words, he demonstrated to the
150 attendees that French retailers have not fully supported their cross-channel
strategy.
Their communication lacks visibility while in the UK retailers are at full speed on the
subject. And it is visible (even though the design is not always perfect).

28. Unify / Rationalize
1. The service, the promotion, the presentation
of the products
2. Graphic codes, iconography, signage
3. Communication production, budgets, timing
(digital publishing…)

29. Opportunity for additional services
• Enrichment with informative
content, online and offline
experiences…
• Customization offers and
services…
• Boosting in-store activity,
clients’ sharing…
• Retailers / clients co-creation
…

30. Contact
Thierry Strickler: t.strickler@altavia-group.com
Youmna Ovazza: y.ovazza@altavia-group.com
Sarah Gaïsset: s.gaisset@altavia-group.com