Recently, our friends over at CNBC asked us to take a closer look into services that allow people to shop online and then pick up the items in-store—also known as “Click and Collect.” Through a survey to more than 1,000 American shoppers, InfoScout determined that of the 34.6% of Americans who have tried Click and Collect, half of them (49%) tried it for the first time in 2015. As CNBC concluded, “Like it or not, ‘click and collect’ is here to stay“.
Although two-thirds of America have yet to try this type of service, its staying power is clear because those who use it, love it. Fifty-four percent of shoppers who have used this service, used it during the 2015 holiday season. Along the same lines, 95% of shoppers who used this service during their 2015 holiday shopping indicated that they were very likely to use it again for their 2016 holiday shopping (vs. only 1.6% who said they would be unlikely to do so again).
This shouldn’t come as a surprise, since the overall satisfaction ratings on the service are strong. Jaron Waldman, CEO of San Francisco based Curbside, a click and collect app, tells us that across his clients (which include the likes of Target, Best Buy, CVS and Sephora) “56% of people who try it come back and order again”. He also pointed out that many of the shoppers on the Curbside app are also members of Amazon Prime, but they “like the flexibility of picking it up when and where they want, in under an hour”.
When asked about the reasons why they chose Click and Collect for their purchase, one word really stood out among our survey respondents open-ended answers: convenience.
“Cheaper than shipping it to my house” – Ann from Cincinnati
“Easier and then I was guaranteed to get the item I wanted without any hassle” – Jessica from Tulsa
“Faster than having it shipped to the house but still able to get the online deals.” – Chris from Seattle
Even though love is in the air, the Click and Collect trend is still far away from completely replacing regular grocery shopping trips. More than half of all respondents who used Click and Collect throughout 2015 reported only using it between two and five times when, on average, they do 72 fill-up or stock-up trips over the course of a year.
You may be asking yourself: Who are the retailers capitalizing on the trend? Topping the list with a commanding lead was Walmart (where 69% of respondents indicated they’ve used Click and Collect service, followed by Target (34%), Kohl’s (17%), and JC Penney (15%).
About the Data:
For this study, we surveyed 1,000 of our panelists who have used a “click and collect” service. InfoScout tracks the purchases of more than 350,000 Americans who report more than 300,000 shopping trips every day through our Receipt Hog, Shoparoo, and Receipt Lottery apps.