Retail has been booming for several years now, and innovative shopping methods such as Order in Store, Self-Checkout and Click and Collect are transforming the customer experience.
These solutions offer consumers greater flexibility, speed and convenience, while enabling retailers to maximise efficiency and improve customer satisfaction. Find out how these methods are redefining interactions between customers and retailers!
Click and Collect: a practical solution for consumers
Definition
Click and Collect is a hybrid purchasing method that combines the advantages of online ordering with those of in-store collection. This increasingly popular practice offers numerous advantages for both consumers and retailers.
Click and Collect allows consumers to order products online via a retailer’s website or mobile app, and then collect them in shop or from a dedicated collection point. The process is very simple:
- Customers browse the retailer’s website, select the items they wish to buy and add them to their basket;
- Once the basket is full, customers place their order online and proceed to secure payment;
- The retailer receives the order, prepares it and sends a confirmation to the customer when the items are ready for collection;
- The customer goes to the specified shop or collection point, presents proof of purchase (confirmation email, QR code, etc.) and collects their items.
Benefits for consumers
Click and Collect has many advantages for consumers, so here are the main ones:
- Time savings: by avoiding queues and limiting the time spent in shop, consumers can collect their purchases quickly and at their convenience.
- Lower delivery costs: Click and Collect eliminates delivery costs, which are often high for online purchases.
- Immediate availability: customers can check that products are in stock and collect them the same day or the next, without waiting for delivery.
- Flexibility: customers can choose the time and place of collection that suits them best, which is particularly useful for people with busy schedules.
- Enhanced experience: customers can examine products in person before taking them away, to make sure they meet their expectations.
Benefits for retailers
Click and Collect is not only good for consumers, it also has a number of benefits for retailers:
- Increased in-store traffic: by drawing customers into the shop to collect their purchases, retailers can generate additional sales through impulse buying.
- Reduced delivery costs: by encouraging in-store collection, retailers can save on the logistical costs associated with home delivery.
- Better stock management: Click and Collect enables retailers to better manage their stocks in real time and minimise stock shortages.
- Customer loyalty: by offering a convenient and flexible shopping experience, retailers can strengthen customer loyalty.
- Customer data: online orders provide retailers with valuable data on customers’ shopping habits and preferences, which can help personalise offers and promotions.
Order in Store: facilitating direct in-store purchases
Definition
Order in Store is a practice that allows customers to order items in shop when they are not available. Let’s imagine that a customer goes to the shop to look for products, but they are not available. They can then place an order with a sales assistant or via interactive terminals available in the shop. Payment is made directly in-store when the order is placed, and the customer can then choose to have the products delivered to their home or collect them from another shop where the product is available.
To maximise the effectiveness of Order in Store, it is essential to integrate it coherently with other sales channels. Here are a few integration strategies:
- Omnichannel: ensure a seamless experience between online and in-store channels with an omnichannel strategy. Customers should be able to access the same product and stock information, regardless of the channel they use.
- Stock synchronisation: use real-time stock management systems (such as ERP) to synchronise information between shops and warehouses. This allows orders to be processed quickly and efficiently.
- Staff training: train shop staff to guide customers through the ordering process and to use the necessary technological tools.
- Cross-promotion: encourage customers to use Order in Store by offering exclusive promotions or discounts when they order products that are not available in-store.
Benefits for consumers
Order in Store offers a number of advantages for consumers:
- Assurance of availability: customers can be sure of getting the product they want, even if it is out of stock in the shop they are in.
- Convenience and flexibility: customers can have products delivered to their home or collect them from another shop at their convenience.
- Personalised experience: interaction with in-store sales staff means they can benefit from personalised advice and place orders based on specific recommendations.
- Fewer disappointments: customers avoid the frustration of not being able to find a product in shop and leave with the certainty that their order is being processed.
Benefits for retailers
Order in Store also offers significant benefits for retailers:
- Increased sales: by allowing customers to order products that are not available in-store, retailers can capture sales that would otherwise be lost.
- Stock optimisation: retailers can use their stock in other shops to fulfil orders, reducing the costs associated with inventory management.
- Improved customer experience: offering a solution when products are not available increases customer satisfaction and loyalty.
- Data collection: Order in Store provides valuable data on customer preferences and popular products, enabling retailers to refine their purchasing and stocking strategies.
Self-Checkout: autonomy and speed at the checkout
Definition
Self-Checkout is a technology that allows customers to scan and pay for their purchases without the assistance of a cashier. This method of payment has become increasingly popular in recent years, as it allows customers to complete their purchases independently.
Customers scan the barcodes of the products they wish to buy using a self-service checkout scanner. Once all the items have been scanned, they pay using a credit or debit card, or sometimes cash, depending on the options available on the machine. Customers then pack their purchases themselves, often using bags provided near the Self-Checkout station. If there are any problems or questions, an employee is usually on hand to help customers use the machine.
Innovations in the field of Self-Checkout continue to grow, constantly improving the user experience and operational efficiency. You can rely on :
- Automatic scanners: some shops use automatic scanners capable of reading the barcodes of items placed in the basket without the need for manual scanning.
- Image recognition: image recognition technologies can identify products without barcodes, making self-checkout easier for loose or unpackaged items.
- Mobile payment: the integration of mobile payment options (such as Apple Pay and Google Wallet) makes the payment process even faster and more convenient.
- Enhanced security: advanced surveillance systems and fraud detection algorithms are used to reduce the risk of shoplifting and fraud during Self-Checkout.
Benefits for consumers
Self-checkout has a number of advantages for consumers:
- Time savings: customers can avoid queuing at traditional checkouts, reducing the time they spend in shop.
- Autonomy: customers appreciate being able to take complete control of the purchasing process, from scanning to payment.
- Confidentiality: Self-Checkout allows greater confidentiality when purchasing certain products, which may be appreciated by some customers.
- Flexibility: Self-checkout stations are often open longer than traditional checkouts, offering greater flexibility for off-peak shopping.
Benefits for retailers
Merchants also benefit from many advantages by offering Self-Checkout:
- Reduced labour costs: by allowing customers to serve themselves, merchants can reduce the cost of cashier staff.
- Increased efficiency: self-service cash registers can handle multiple transactions simultaneously, increasing overall in-store throughput.
- Improved customer experience: offering a Self-Checkout option can improve the shopping experience, especially for customers who are in a hurry or those who prefer minimal interaction.
- Space Optimization: Self-Checkout stations generally take up less space than traditional cash registers, allowing better use of sales space.
Combining online and physical sales: the winning combo
Combining online sales and physical commerce allows you to stand out in an increasingly competitive business environment. This winning strategy is precisely integrating solutions such as Order in Store, Self-Checkout and Click and Collect.
Order in Store ensures customer satisfaction by reducing disappointments related to stock-outs and increases sales opportunities, while Self-Checkout offers a smooth and fast shopping experience, particularly appreciated by consumers in a hurry. Finally, the Click and Collet completes the customer experience by reducing delivery costs and waiting times.
By combining these three methods, retailers can offer a consistent omnichannel shopping experience, with the aim of increasing customer satisfaction and optimising their operations. This synergy between online and physical sales is a winning formula for meeting the expectations of modern consumers while boosting sales performance!
