Click and Collect Picks Up Steam with Holiday Gift Shoppers

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Click and Collect is gaining traction as more shoppers make purchases online and pick up merchandise in a physical store. People like the convenience of shopping online and having their order ready within an hour in most cases without paying shipping fees.

Long story short, Click and Collect enables the end consumer to get the product they want, when they want, where they want, how they want, and at the price they want.

InfoScout has been tracking the use of Click and Collect, particularly during the 2016 holiday gift shopping season. We surveyed 600 Click and Collect shoppers to see if there has been a shift in adoption, identify the top Click and Collect retailers for holiday gift shopping, and find out how shoppers rate their experiences with Click and Collect.

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Among those shoppers who have used Click and Collect, 38% have already used the service for purchasing and picking up holiday gifts this year. 15% used Click and Collect for the first time during the 2016 holiday shopping season. 51% used the service for the first time within the past 12 months, showing an uptick in adoption.

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There is a clear “Big Three” for top Click and Collect retailers during the 2016 holiday gift shopping season – Walmart (58%), Target (39%) and Kohl’s (26%). JC Penney (12%), Sears (9%) and Kmart (8%) round out the next tier of Click and Collect retailers.

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Perhaps the most encouraging sign for future adoption of Click and Collect is the positive feedback. 99% of shoppers rated their overall experience with Click and Collect during the 2016 holiday gift shopping season as “as expected” or “better than expected.”

92% of shoppers who have already used Click and Collect to purchase holiday gifts in 2016 said they are “very likely” or “somewhat likely” to use this service to purchase additional gifts before the holiday season is done. Looking ahead to 2017, 95% of shoppers are “very likely” or “somewhat likely” to use Click and Collect again when they shop for holiday gifts next year.  These additional Click and Collect purchases pose a significant challenge to retailers in that they have to find creative ways to encourage shoppers to buy impulse and add-on items that typically end up in the cart from general in-store shopping (ex. batteries for the toy helicopter, case for the new tablet, etc.).

There are two important points to consider about this data. First, InfoScout focused exclusively on Click and Collect for the purpose of holiday gift shopping. Our survey doesn’t account for other use cases and time periods in which adoption could be increasing.

Second, the holiday shopping season is far from over, as most shoppers plan to wrap up their shopping during the second week of December. If the intention of shoppers to use Click and Collect again holds true to form, the service could end up having an even greater impact on the 2016 holiday gift shopping season.

About the Data

These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 600 shoppers who have used a Click and Collect service at least once in the past 24 months.

Throughout the 2016 holiday shopping season, InfoScout’s team of researchers will be analyzing real-time data from millions of omnichannel shopping trips. This data is mapped to shopper profile data, instantly triggered surveys and more to provide the richest set of shopper insights available.

For more information, please contact press@infoscoutinc.com.

America Loves ‘Click and Collect’

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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.

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“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.

Forget Showrooming, Webroomers spent more this Black Friday

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What is “Webrooming” exactly? In simple terms, it’s shopping online before buying in the store. In realistic terms, it’s simply another tool in an “informed” shoppers arsenal. A strategy to navigate the chaos that can only be found on the busiest shopping days of the year. After all, “browsing” in a big toy store with a herd of other parents trying to get the hottest toy and best deal doesn’t seem at all possible. So shoppers might want to have a plan.

 

But how does Webrooming impact the retailer-shopper interaction? InfoScout analyzed almost 300,000 receipts from shoppers who purchased items on Black Friday. Over 500 shoppers who made at least one purchase from a key retailer during this period completed a mobile survey to determine how webrooming impacted their shopping experience.

 

I mean, how many shoppers are really webrooming anyway? Webroomers were a slight majority in this group of holiday shoppers, with 51% stating they were looking online before visiting the actual store. The highest percentage of Webroomers made a purchase in Target (63%) or Toys R Us (62%). By contrast, slightly less than 35% of the shoppers surveyed reported Showrooming, which is the act of browsing products in store before buying them online. That’s right, Webrooming is actually more common than Showrooming.

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When are these Webroomers searching online? The majority (63%) are online looking 12 hours or less before their in-store visit. And another 17% are online while they are in the physical store location.

 

What exactly did Webroomers look at while they were online? Black Friday specials, of course!! 74% were online looking at Black Friday specials. But check out the shoppers who made a purchase in Toys R Us!! 80% of these shoppers were comparing prices to other retailers before their in-store trip – that’s almost double the shoppers for any other retailer. Top websites Toys R Us shoppers were comparing? toysrus.com (80%), walmart.com (56%), target.com (60%), and amazon.com (52%).

 

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So can retailers really benefit from Webrooming? Webrooming seems like a win-win for both shoppers and retailers. Compared to shoppers who didn’t spend time online before going to the store, Webroomers were more tactical in their approach – visiting a fewer number of stores but spending more overall.

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It’s important to note that with an ever growing group of digitally armed – saving savvy shoppers, retailers will be forced to implement marketing plans that are smart, releavant, flawless, and above all perfectly timed. The retailer must be able to easily provide shoppers with the basics (price, product, promotion, and place) thereby allowing the shopper to feel confident in knowing they made the right plan.

 

While Black Friday sales might have been disappointing for many retailers and many didn’t even shop on Black Friday, there is still time to woo shoppers in December as they look to complete their holiday shopping.

 

About the Data:

These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 500 of our 300,000 active panelists, triggered on Tuesday, 12/1/2015 to shoppers who made Black Friday purchases in 2015 (11/26/2015).