Jones Bootmaker joins up business with reserve & collect service

Jones Bootmaker has launched a reserve & collect facility to help strengthen its multichannel offering and join up its burgeoning eCommerce business with its growing network of stores.

The shoe retailer's commercial director Andrew White told Essential Retail that the time was right to roll out this type of fulfilment option for its customers, coming soon after it launched a new eCommerce platform and mobile website earlier this year.

White acknowledges that he is not yet satisfied that Jones has achieved the ideal relationship between its stores and online operations, citing one example where a store had a £2,000 refund to deal with on a Saturday morning after a customer purchased multiple pairs of boots online.

It is hoped the emergence of reserve & collect will go someway to avoiding similar scenarios in the future, but the key part of the move is that it will increase the number of services the retailer can offer its customers.

"Retail has historically seen online as a competitor, but reserve & collect – from an internal point of view – is good because it drives people to the shops and they get the sale through the tills," he explained.

"Also, with footwear, people get to try the product on and receive the customer service we as a company are renowned for. It's a win-win situation for the customer and from the store point of view."

White said that investment in online retail has been justified by the fact year-to-date eCommerce sales at Jones are up 30%, while the introduction of the mobile website has reportedly gone well and it helps cater for consumers' desire to search for retail information online prior to heading in-store.

How has Macintosh Retail Group's ownership of Jones Bootmaker driven innovation at the business? What plans does the shoe specialist have for online growth, new websites and in-store technology? Read more from Andrew White in the Essential Retail big interview later this week.