Customer Behaviour

With click and collect becoming one of the fastest growing retail market segments in the UK, it is now pivotal for retailers to ensure they are providing the best possible experience to their consumers. Quail Digital, recently conducted a survey of over 2000 consumers around the UK that revealed the click and collect expectations from consumers across three key retail sectors – fashion, homeware and electronics and grocery. And while the stats show that there is a clear agreement on the need to improve waiting time in-store and communication with staff, it is apparent that each sector needs its own tailored approach to fulfil individual customer needs.

According to the survey’s findings click and collect is a very popular option for many, with 24% of consumers purchasing groceries via click and collect at least weekly, this is almost a 20% increase on the fashion, homeware and electronics sectors. And with a 25% percent growth on last year, it would appear grocery shoppers are turning to click and collect for a more convenient, faster shopping experience. 

Whilst click and collect  appears to be increasing in popularity in the fashion and homeware sectors, the survey’s findings reveal that both need to improve on their customer wait times. Homeware and electrical shoppers were faced with the longest wait, with an average time of nearly 7 minutes, with clothing and fashion consumers following close behind at 6.5 minutes. But these timescales need working on, with an average of 42% of those asked indicating that they were disappointed with the speed of collection when it came to click and collect, with 3 minutes seen as a good experience.

Other key findings include:

• 41% of consumers asked say overall customer experience could be improved if staff were provided with headsets to assist them to deliver better service levels. 

• The cost of delivery is the deciding factor for 67% of consumers when choosing between click and collect and home delivery.

• Over three quarters of consumers are interested in using a ‘drive-thru’ click and collect service.

• When it came to the appeal of click and collect, convenience and not having to wait for delivery were the two key benefits across every sector.

• On average, 60% of respondents said that they have walked out of a store without buying within the last year because of poor customer service.

• When asked what could be done to improve their in-store experience, customers identified more friendly/polite, better informed staff and less waiting time as the three most critical benefits to good customer experience. 

Tom Downes, CEO, Quail Digital, comments, “The report has shown click and collect is more popular than ever, and growing in every segment. The challenge for retailers is to deliver the service efficiently in a way that meets customer expectation. The survey shows that a 3 minute wait from arrival to pick up might be viewed as the right sort of target to beat, whether in-store or in drive thru.”

He concludes, “Click and collect across the retail environment clearly shows no signs of slowing and it is those retailers that embrace it, invest in its potential and deliver a service that rivals its competitors that will thrive well into the future.”

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