Click-and-collect: enhancing the in-store customer experience

Click-and-collect is a hybrid purchasing method allowing customers to order online and pick up their items at a store or designated pickup point. It addresses a significant consumer demand for the flexibility to shop at any time without facing delivery delays or fees.

Within a unified commerce strategy, where all touchpoints are interconnected, click-and-collect emerges as a powerful strategic advantage. However, its success hinges on the right tools! Modern solutions like Openbravo POS seamlessly integrate click-and-collect, ensuring a smooth and efficient shopping experience.

Click-and-collect: a winning advantage

Definition of click-and-collect

Click-and-collect blends online ordering with in-store pickup, combining the convenience of e-commerce with the immediate accessibility of local retail.

For brands, click-and-collect serves as a strategic lever by:

• Streamlining the customer journey;
• Reducing logistics costs;
• Increasing foot traffic to physical stores.

From the customer’s perspective, click-and-collect speeds up the purchasing process and eliminates delivery fees.

The role of click-and-collect in unified commerce

Unified commerce seamlessly integrates a brand’s sales channels to deliver a cohesive customer experience. This approach supports click-and-collect by unifying inventory management and synchronizing information across all channels.

With unified data, customers can place orders online and pick up their items at the closest store. This option appeals to modern consumers who demand flexibility, speed, and a hassle-free experience. According to Statista, 14% of French consumers regularly use click-and-collect for their purchases in 2024.

Orisha Commerce solutions streamline click-and-collect implementation and management through data synchronization, seamlessly integrating with existing sales systems. Openbravo POS transparently bridges physical and digital commerce, ensuring real-time inventory synchronization and allowing customers to easily check product availability.

Openbravo Mobile POS enhances in-store operations by identifying customers, offering personalized product recommendations, and enabling sales across the store. Additionally, Openbravo SCO provides a self-checkout solution for physical stores, reducing wait times and increasing convenience.

Improving the customer experience

Delivering speed and efficiency

Click-and-collect caters to consumers’ need for immediacy by offering quick pickup options. Unlike home delivery, click-and-collect allows customers to retrieve their orders as soon as they are ready, often within the same day. This process saves time and simplifies the purchasing journey: with just a few clicks to order online, real-time notifications when products are available, and fast pickup at the counter or drive-thru.

This efficiency depends on orchestrated workflows: real-time inventory visibility, optimized order preparation, and seamless team coordination.

Enabling personalized shopping experiences

Click-and-collect integrates seamlessly into a unified commerce strategy, where each interaction is meticulously analyzed. Unified data allows retailers to tailor the shopping journey to individual consumers:

• Recommendations during the ordering process;
• Personalized follow-up messages;
• Pickup slots based on shopping habits;
• Specific offers upon arrival at the store.

In this way, click-and-collect becomes a strategic touchpoint, strengthening brand proximity and the relevance of interactions.

Orisha Commerce solutions provide customers with a speedy, personalized, and efficient in-store shopping and pickup experience. Customers receive personalized order status notifications, while optimized order management ensures teams have a comprehensive view of products.

Maximize customer flexibility with click-and-collect pickups using solutions like Openbravo MPOS for fast, contactless service.

Benefits of channel integration

Merging physical and online points of sale

Integrating physical and online points of sale involves a common technological infrastructure that centralizes product data, inventory, orders, and customer information for optimal service.

Effective centralization demands precise synchronization of systems:

• Real-time inventory updates,
• Immediate alerts to store teams upon order placement,
• And allowing consumers to track each stage online.

Coordinating customer interactions across channels

Coordinating customer interactions across multiple channels ensures coherence and continuity in customer relations. A customer who begins an order online, asks a query via chat, and later picks up their product in-store should encounter a seamless experience, supported by centralizing information into one system.

Openbravo POS provides businesses with central, real-time store management. Unify your online and physical points of sale for seamless click-and-collect management.

Assessing the impact on loyalty and sales

Analyzing customer feedback and satisfaction

Gathering customer feedback through surveys, online reviews, or in-store interactions, helps gauge satisfaction at each journey stage: ease of ordering, clarity of information, lead time, and quality of in-store experience.

These insights highlight friction points and moments of satisfaction, enabling process improvements.

Evaluating the effect on conversion rates and promotions

Evaluating click-and-collect impact requires precise indicators. For conversion, observe the rise in completed orders when click-and-collect is available.

Regarding promotions, click-and-collect offers real-time tracking of sales generated upon pickup following targeted in-store offers. Compare these data with those from purely in-store journeys to measure this hybrid channel’s unique performance.

Measure click-and-collect’s positive impact on loyalty and sales using centralized data and Openbravo POS’s analytical capabilities. Contact us for a personalized demonstration.

Click-and-collect has become a vital strategy for enhancing the customer experience. By merging digital convenience with physical store proximity, it addresses modern consumer demands for speed, flexibility, and simplicity. For brands, click-and-collect is more than a pickup service; it’s a strategic touchpoint to boost commercial performance. With solutions from Orisha Commerce, retailers have the essential tools to manage this service efficiently.