1/3 of UK shoppers are disappointed by Click & Collect

40% of UK shoppers used Click & Collect in some way over the Christmas 2015 period. But, according to a survey, more than a third (36%) said that it didn’t live up to expectations.

31% grumbled that the retailer didn’t have a dedicated in-store spot for Click & Collect. The same number said that they experienced longer than hoped for waiting times because there wasn’t adequate staff provision. And 24% said they waited because staff in-store took a long time to find their purchases.

The findings come from the JDA & Centiro Christmas Customer Pulse 2016.

Jason Shorrock, vice president of retail strategy at JDA, said: “While online retail continues to see unprecedented growth in the UK, Christmas shoppers continued to be plagued with problems concerning their online orders. While issues with home deliveries are nothing new, more worrying for many retailers is that this Christmas exposed cracks in their ‘Click & Collect’ operations.”

“Shoppers are showing a growing preference for ‘Click & Collect’ as it offers them the convenience they crave and it is vital that retailers get it right. However, without the effective management of staff, stores and inventory, retailers risk damaging customer relationships. Ironically, at a time when the online channel continues to grow, the in-store experience is becoming ever more important. As the survey findings show, today’s online customer has no qualms about taking their business elsewhere if retailers don’t meet their expectations.”