Online ordering services entice people to visit stores more, research claims

Post by Steven Cox on 26th January 2012
 in E-commerce

UK shoppers are increasingly using retailers' 'click and collect' facilities, which, in turn, are helping struggling store chains attract more people through their doors.

That's the main conclusion of a survey compiled for the Retail Gazette, which found that seven out of 10 users of such a service had rated the service at least "very satisfactory" when they last used it.

Only one of 13 major retailers' click and collect services earned a positive rating from fewer than 60 per cent of its users, while the highest ratings were given to the online shopping services offered by John Lewis and Argos, which both scored a 98 per cent satisfaction rating.

Writing for Retail Gazette, Jon Whiteaker said: "That is a high approval rating for an emerging channel". He added that almost all shoppers now knew whether or not their favourite store offered an online ordering and collection service, while more than three-quarters (76 per cent) had taken advantage of such an option.

Separate figures from online traders' umbrella body the Internet Marketing in Retail Group have shown that  as many as one in 10 online sales are now 'click and collect'.