Click & Carry: Ecommerce in The Need It Now Age
Consumers want the ability to buy online and pick up their purchase in store and it is one of the ways that big retailers are extending their lead according to new research from Slice Intelligence.
In an effort to benchmark "buy online, pick up in-store" offerings (also known as Click and Carry), Slice Intelligence selected a group of 12 brick-and mortar merchants that offer it. Among that group, Click and Carry sales accounted for 6.7 percent of sales in 2015, up only slightly from 6.4 percent in 2014. For those retailers willing to invest their resources in such an offering, however, growth - and significant growth at that - is the result.
Almost one-third (30.2%) of Sam’s Club’s total e-commerce sales in 2015, for example, were bought online and picked up in-store. The purchasing option was also popular at other retailers as well including Toys-R-Us (15 percent), Best Buy (11.8 percent) and The Home Depot (9 percent) to name a few.
Kmart, however is one retailer that seems to be doing Click and Carry really well. In 2014, only eight percent of online sales were click to carry and in 2015 it was responsible for 22.6 percent. One of the reasons for that growth might be that Kmart allows online shoppers to purchase for an assortment of products that are available for in-store pickup at a selected local store. That create a better shopper experience that most other retailers and has likely resulted in repeat purchases.