House of Fraser
Ampersand Retail Matrix score: 83/100
Items available for collection: Next day
Offers non-store collection: Yes
House of Fraser is one of the best-scoring multi-channel retailers — according to our Retail Matrix — and you can see why. Below the header on every page of the website, there is a clear reference to ‘Buy and Collect’ noting the price (free) and collection time (next day).
On product level, there are three references to stock levels and collection. Firstly, when a customer chooses a size, it shows the remaining stock available. Secondly, it provides a link to check stock in a specific store and, thirdly, it has clear reference to ‘FREE Collect in store’ as well as a link for more information, which displays in-page.
However, the website doesn’t seem to utilise geolocation to improve the user experience. When opening the ‘Check store stock’ link, a lightbox opens requiring a postcode and without a ‘find near me’ option. As it turns out, the closest store with those jeans is 117.1 miles away, in Milton Keyes.
Selfridges
Ampersand Retail Matrix score: 79/100
Items available for collection: Next day
Offers non-store collection: No
Like House of Fraser, Selfridges takes advantage of a site-wide text promotion under the header to advertise its next day click and collect service. However, it doesn’t note the cost.
On product level, it’s obvious that brand messaging has been prioritised over fulfilment information with click and collect (and all delivery information) hidden behind a tab that is closed by default.
Once within the tab, in order to view more information about click and collect, a customer must click the ‘Click & Collect’ link, opening a new page, taking the customer away from their buying mission.
Marks & Spencer
Ampersand Retail Matrix Score: 79/100
Items available for collection: Next day
Offers non-store collection: No
The Marks & Spencer main homepage content is devoid of any delivery or collection information. Instead, messaging is focused on sales and promotions. Finding click and collect information on the M&S website takes a lot of clicking around.
The only mention of click and collect on the homepage is within the footer.
Clicking the link in the footer link opens the Customer Services pages. The pages detail that click and collect is available but a customer is forced to click again to find out more. Only then is information revealed about what is and isn’t available for click and collect.
If a customer attempts to find click and collect information at a product level, there is still very little of it, especially collection times. When clicking ‘FREE Collect in store’ it reveals that product availability for click and collect will be confirmed at checkout.
BHS
Ampersand Retail Matrix score: 76/100
Items available for collection: More than 1 day (4-8 to be exact!)
Offers non-store collection: No
BHS showcases click and collect within its ‘sticky’ footer, however, more research concludes that there is a £2.95 charge to customers who choose express to store. Customers who are not in a rush, can choose standard click and collect for free and their order will be delivered in 4-8 days.
On product level, there is good stock availability messaging, citing ‘Low stock’ or even as granular as ‘3 left in stock’.
Within the basket, availability for click and collect and other delivery services are displayed clearly. A quick stint of adding several products to basket shows that many products are available for both delivery options.
JD Sports
Ampersand Retail Matrix score: 76/100
Items available for collection: More than 1 day (3-5 to be exact)
Offers non-store collection: No
On JD Sports, click and collect is clearly displayed below the header on every page along with cost (free).
Clicking through for further information brings a customer to a landing page about delivery revealing that, although free, click and collect is no quicker than standard delivery.
On product level, there is a good amount of delivery information displayed, including click and collect, but like Selfridges it’s hidden behind a tab that is closed by default. Unlike BHS and House of Fraser, stock levels are not displayed.
Mamas & Papas
Ampersand Retail Matrix Score: 31/100
Items available for collection: 1 hour
Offers non-store collection: No
Mamas & Papas presents the best click and collect service of the retailers reviewed in this article. Not only does it offer 1-hour click and collection, it’s clearly communicated below the header and clearly displayed within the homepage content. (Let’s ignore the fact that it links to a PDF — *shudder*)
On a product page, there are three references to delivery and two of those are for click and collect. From the product page, a customer can enter their postcode to check stock in stores near them.
Once postcode is validated, store locations and stock availability is displayed with options to find a store on the map, as well as information about next day delivery — another popular choice for consumers.
Once a store is selected and a product is added to basket, the click and collect selections are displayed clearly within the basket page. This ensures that the click and collect service is promoted throughout the entire shopping journey.
Thomas Pink
Ampersand Retail Matrix score: 31/100
Items available for collection: More than 1 day
Offers non-store collection: No
Click and collect isn’t mentioned on the homepage at all, and probably for good reason. Thomas Pink doesn’t really offer it. What is available is a reserve and collect model which offers free delivery to store and takes payment at the store. This is useful if customers want to try items on before purchasing, but it takes the same amount of time as standard delivery and web prices are not guaranteed.
On product level, click and collect is briefly mentioned alongside other delivery information. This text, however, doesn’t link anywhere and the customer is left to search for lead time information, potentially causing frustration.
Rohan
Ampersand Retail Matrix score: 21/100
Items available for collection: More than 1 day (up to 5 days)
Offers non-store collection: No
Although Rohan boasts delivery to store beneath the header on every page of its website, the proposition is less than ideal, taking up to 5 days to arrive. In addition, several Rohan stores don’t have collection facilities.
On product level, there is a link to view delivery information which simply pulls in the text from the ‘Delivery’ page.
Hoopers
Ampersand Retail Matrix score: 17/100
Items available for collection: More than 1 day (5 to be exact)
Offers non-store collection: No
The Hoopers homepage offers little delivery information at all. Customers must click onto a category to access the online shop. Only within the online shop is click and collect messaging available. Clicking ‘Delivery’ from the footer shows that delivery to store is available and takes up to 5 working days.
Hoopers is a prime example of a multi-channel retailer attempting to keep up with popular services like click and collect, but being held back by a siloed organisation and outdated technology.
You may ask why we compare the likes of Hoopers to House of Fraser. The answer is simple: All multi-channel retailers need to strive to offer and continuously improve services that customers now expect as standard. The retailers that don’t will most certainly lose out.
How could these retailers improve their offering right now?
- Hoopers could optimise its logistics and make click and collect faster and free (and improve its website!)
- Rohan could make more use of its high street presence and offer click and collect in all of its stores.
- Thomas Pink could transform its reserve and collect service into a brand positioning ‘try before you buy’ value proposition.
- Mamas & Papas could implement geolocation to its desktop website to display available stock sooner in the shopping journey.
- JD Sports could centralise stock management and pick click and collect items from store stock.
- BHS could optimise its logistics and make click and collect faster and free.
- Marks & Spencer could make click and collect information about a product easier to find.
- Selfridges could show real time stock information and add lead time information to its product pages.
- House of Fraser could use its ‘check stock in store’ tool to market available items as ‘available immediately’ for click and collect.
To see the full Multi-channel Retail Report: 2015 UK edition and download the Retail Matrix to see how you compare, please click here.
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