Click & Collect—that is, ordering online and picking up the item in-store—has become a more common delivery method in e-commerce. A new study by CX First, commissioned by PostNord, shows that consumers who pick up their packages in-store are more satisfied and often buy something else if they receive proactive service from store staff. On the other hand, having to wait a long time for their item negatively impacts the consumer’s experience.
As home deliveries, deliveries to pick-up points, and deliveries to mailboxes become more common, other options are also growing in popularity. In the spring of 2020, a study was conducted to examine in greater detail the drivers and effects of the ”pick up in store” delivery method. Some summary conclusions indicate that the primary drivers are free shipping and ensuring that the item is available.
– As service providers, we needed to gain a better understanding of the consumer experience and determine whether the delivery option drives additional purchases and increased customer satisfaction. The study shows that customers who received proactive service from store staff when picking up their packages were more satisfied with their delivery than those who did not receive such service. “Those who are most satisfied have also purchased something additional when picking up their package,” says Peter Hesslin, Head of E-commerce and Logistics at PostNord.
Ensuring a positive customer experience is a key factor in increasing the Net Promoter Score (NPS). Customers who feel it takes a long time to receive their packages are the most dissatisfied, and the study also shows that a proactive approach by store staff leads to a significant increase in the NPS.
– The challenge for retailers will be to continue integrating different channels to achieve a seamless experience between online and offline, so that consumers can enjoy the best of both worlds. “It’s clear that the in-store customer experience will be at the forefront of efforts to strengthen the brand and create satisfied, repeat customers—and that’s where services for picking up online orders in-store can make a difference,” says Peter Hesslin.
The study is based on 20 in-depth interviews and collaborations with 11 major e-commerce companies, as well as 462 in-store consumer surveys.
