Click and Collect
An omnichannel retail service where customers purchase products online and pick them up at a physical store location, combining the convenience of online shopping with immediate availability.
In-Depth Explanation
Click and collect (also called buy online, pick up in-store or BOPIS) allows customers to shop online and collect their purchase from a physical location. It bridges online and offline retail, offering convenience while reducing shipping costs and delivery wait times.
How click and collect works:
- Customer browses and purchases online
- Selects a pickup location and preferred time
- Store staff pick and pack the order
- Customer receives notification when order is ready
- Customer collects from store or designated pickup point
Click and collect benefits:
- For customers: No shipping fees, no waiting for delivery, ability to verify products, flexible pickup timing
- For retailers: Reduced shipping costs, increased foot traffic (additional in-store purchases), lower returns, faster fulfilment
- Operational: Better inventory utilisation, reduced last-mile delivery costs
Implementation requirements:
- Inventory visibility: Real-time stock levels by location
- Order management: System connecting online orders to store fulfilment
- Communication: Automated notifications (order confirmed, ready for pickup)
- Store process: Staff training, designated pickup areas, order staging
- Technology: POS integration, barcode/QR code for pickup verification
Click and collect models:
- In-store pickup: Customer enters store to collect
- Curbside pickup: Staff delivers to customer's car
- Pickup lockers: Automated collection points
- Drive-through: Designated pickup lanes
- Partner locations: Collection from third-party points (e.g., newsagents, post offices)
Key metrics:
- Click and collect adoption rate
- Order ready time (how fast orders are prepared)
- Pickup time (how long customers wait at collection)
- Additional in-store purchase rate (upsell opportunity)
- Customer satisfaction for click and collect orders
Business Context
Click and collect customers spend 10-40% more in-store when collecting orders, and offering the option increases overall conversion rates by providing a free shipping alternative.
How Clever Ops Uses This
Clever Ops implements click and collect solutions for Australian retailers by integrating online stores with in-store inventory and POS systems. We build automated notification workflows, inventory synchronisation, and reporting dashboards that track click and collect performance and identify optimisation opportunities.
Example Use Case
"An Australian homewares retailer launches click and collect across 15 stores, discovering that 30% of pickup customers make additional in-store purchases averaging $45, effectively creating a new upsell channel."