New research from YouGov suggests there will be an increase in the number of UK consumers using 'click and collect' services when they buy their next consumer technology item
The "Retail Electronics" report found that while 8% of consumers buying electronic goods reserved or paid for the item online before collecting it from a store, 14% say they would use ‘click and collect’ for their next purchase.
The YouGov research found that half (50%) bought their last consumer technology item in-store, while just under a third (32%) purchased online and had it delivered. However, the findings point to a bright future for companies offering “click and collect services” that effectively blend the benefits of online and offline while offsetting their negative aspects of both.
More than six in ten (61%) say buying online makes it easier to check prices, half (50%) believe the prices are better online and 51% like that they can easily compare products when buying online. These advantages dovetail with the perceived disadvantages of buying consumer technology offline. More than half (57%) say it’s hard to compare prices between retailers when shopping in-store and 53% say their choice of items is limited. Conversely, more than three quarters (77%) like in-store purchase as it allows them to see an item before they buy while almost the same number (73%) dislike online as they are unable to test an item.
Delivery is also a concern for consumers. Almost half (46%) think the fact that you sometimes have to pay for delivery is a disadvantage to buying gadgets online, while 38% dislike having to sometimes wait days to receive the item. Immediate fulfilment is highly regarded amongst consumers, with 15% citing the ability to have same day pick-up as one of the most influential factors when choosing the retailer to purchase an item from.
James McCoy, YouGov Reports Research Director, says: “‘Click and collect’ is hugely advantageous to physical retailers and growth in usage looks set to continue for those able to offer same or next-day collection times. With shoppers able to avoid delivery charges, it is little wonder that consumers are responding to ‘click and collect’. Such services are becoming a key point of differentiation for consumers and a logical extension for retailers may be for units dedicated solely to online orders.”