Three steps to profitable Click and Collect October 18th, 2018

Three steps to profitable Click and Collect

Today, nearly all retailers understand the reasons why they should offer a Click & Collect service, which include increased online conversion, the opportunity to sell an extended product range online and the chance to upsell at point of collection.

But how do you ensure that every step of the Click & Collect process is optimised?

Click & Collect is a crucial service that carries more brand impact than traditional channels as it critically relies on recipients being able to take delivery of their goods quickly and accurately.

In the race to deliver an integrated omni-channel experience, most retailers are in fact already offering Click & Collect alongside other fulfilment options. But the experience of many – with Click & Collect being rapidly, exponentially embraced – means it has grown faster than retailers can keep up. The incremental expenses involved means that most retailers are struggling to make it pro table.

The primary reason for this is that instore collection is much more complex than e-commerce home delivery, with many added steps to the process including picking from store stock, putting away, customer recognition and order locating.

But Zebra has found that 90% of retailers expect to have a ‘buy online, pick up in store’ service by 2021. So how can they ensure this will be profitable?

Effective, efficient and above all profitable Click & Collect is enabled by three things:

  • Real-time inventory visibility
  • Connected IT systems
  • Efficient receiving and collection areas supported by trained staff.

The key is changing from implementing to optimising the Click & Collect offering. And in order to deliver leading-edge fulfilment, retailers need best-in-class technology.

Zebra has created a great new eBook ‘3 steps to profitable Click and Collect’ to help you understand where your customers can optimise their offering.

With Zebra, you can provide a portfolio of solutions to optimise each stage of the click and collect process to enable retailers to deliver it profitably.

Zebra offers a number of products to help the Click & Collect process, including:

  • Mobile computers
  • Mobile printers
  • Interactive kiosks
  • Handheld scanners
  • Stationery printers
  • Bluetooth beacons.

These are tried and tested solution that will help retailers optimise their offerings. Take major UK retailer John Lewis as an example. With mobile computers and Wi-Fi from Zebra, John Lewis increased the capacity of its Click & Collect service by 30%.

The retailer deployed Zebra MC55A mobile computers to manage increased demand for sorting and locating orders with multiple parcels at busy times of the year, such as Christmas. Users found the devices robust, reliable and easy to use with large clear screens and comfortable grips.

But that’s only one part of a much bigger journey to optimisation. To achieve effective and efficient Click & Collect, retailers need to examine each area to define how to reduce costs:

  • Picking efficiency
  • Packing and labelling
  • Receiving in store
  • Proof of delivery and receipt
  • Route optimisation
  • Customer recognition and insight
  • Order locating
  • Workforce communications.

Read Zebra’s new eBook for clear examples of best practice and case studies around how leading retailers have made Click & Collect work for them – profitably.


Samantha is BlueStar's Digital Media Specialist, and the primary contributing writer for VartechNation. Previously, she has worked as a Public Relations Associate and a Social Media Manager.