Click but don’t collect: 1 in 7 UK shoppers fail to collect parcels

Despite the rising popularity of click & collect, consumers are failing to pick up £228 million worth of goods each year, according to research from Barclaycard.

Retailers have estimated they could save over £178,500 each year if shoppers collected their parcels.

Over 70% of UK shoppers use click & collect, twice a month on average. But 15% admit to not collecting these purchases in store. This means retailers have to process returns on unwanted goods.

Customers who have failed to pick up an item say the process is a “hassle” (30%), while others blame long wait times (25%), poorly staffed collection points (25%), struggling to find the collection area (17%) and having to pay for click & collect (15%).

But 89% of retailers offering click & collect have seen an increase in footfall over the last two years, while 97% report additional revenue from offering the service.

Over half of shoppers would like to be offered special rewards or experiences for picking up their parcels, while 34% would like to try out their products before leaving the shop.

“Click & collect is a win-win for both retailers and consumers. Brands have the opportunity to not only increase the number of shoppers through their doors but also to reduce costs and returns, while generating revenue from ‘click & collectors’ purchasing additional items in-store,” said Kirsty Morris, director, Barclaycard Payment Solutions, said:

“Enhancing the click & collect experience is a potentially lucrative way for retailers to ward off the unprecedented challenges of the high street and bridge the gap between online and in-store shopping.”

Barclaycard has partnered with Decathlon to improve the click & collect experience by creating a microclimate experience for hiking fans at the sports retailer’s Surrey Quays store between 20-23 August. Hiking products are the most popular items for Decathlon click & collect shoppers, so Barclaycard has recreated the experience of climbing Mount Snowdon to allow shoppers to try out their products in conditions that mimic its temperature and mountainous conditions.

Christian Baggaley, head of operations at Decathlon UK, said: “We have seen a real increase in the number of shoppers opting to use click & collect since 2017 and are constantly looking at ways to make the overall shopping experience better for our customers. That’s why we are excited to collaborate with Barclaycard on this ‘click & connect’ trial – to further encourage shoppers into our stores so they can experience everything it has to offer.

Decathlon's attempt to improve the click & collect experience
Decathlon's attempt to improve the click & collect experience