ICSC Study Finds More Than Half of Americans Use Click-and-Collect

By Dennis Kaiser

Alternative shopping and buying channels are emerging to satisfy any preference for consumers to buy and obtain goods. A new study by ICSC shows the trend is largely being driven by new consumer expectations for convenience and speed to get products.

The ICSC survey indicates that more than 50% of adults use click-and-collect, which means they buy online and pick up their item(s) at a physical location. And of those who use the method, 61% say they use it frequently – at least once per month. The shopping channel continues to rise in popularity, with 47% of click-and-collect users noting they used the method more now than a year ago.

Millennials have adopted click-and-collect more than any of the older generations. Over three-fifths (63%) of Millennials currently click-and-collect, whereas 56% of Gen Xers and 42% of Boomers do so. Higher shares (60%) of urban dwellers use click-and-collect than suburbanites (52%) or rural consumers (46%).

“The use of click-and-collect demonstrates the ongoing convergence of physical and digital,” Tom McGee, ICSC president and CEO. “Consumers want options when making their purchases, and the retailers who are offering the most channels are seeing more purchases being made.”

There are some benefits for retailers, too. ICSC reports click-and-collect in combination with an online store augments in-store sales, as 67% of click-and-collect users buy additional items from that retailer when picking up their original order and 60% make a purchase at a nearby store.

The most popular type of retailer for using click-and-collect is the discount department store. Following those are electronics retailers, supermarkets, traditional department stores and building supply/hardware retailers.

The survey found the primary reasons for utilizing click-and-collect are no delivery fees (49%), receiving purchased items more quickly (40%), and assurance that items will be available when shopping in-store (33%).

Consumers indicate they are willing to wait up to one-day for in-stock items to be available for pick-up (85%), and up to two-days for out-of-stock items to be available (70%). Once consumers use click-and-collect, they are loyal to it. The majority (96%) of consumers who utilize click-and-collect continue to use it.

During the click-and-collect process, the things shoppers say they care most about include: receiving the correct product (57%), receiving product status notifications (53%), and picking up the items quickly (50%).

Click-and-collect is an investment in the physical and digital, providing a seamless experience for the consumer. The line between physical and digital retail continues to blur, and convenience and technology define retail trends.

For comments, questions or concerns, please contact Dennis Kaiser