The third annual JDA/Centiro Customer Pulse Report Europe 2017, conducted by YouGov, revealed that Click & Collect is driving further upsell opportunities for retailers. Almost a quarter (24 per cent) of European adults online in countries surveyed who used Click & Collect bought another item while picking up their order, according to data from the JDA/Centiro Customer Pulse Report Europe 2017(tweet this). Further, more than two fifths (42 per cent) of respondents who have shopped online in the past 12 months have used Click & Collect (tweet this).

The survey of 8,238 adults online across the UK, Germany, France and Sweden reveals that Click & Collect continues to be of significant strategic importance for retailers, and will be a key battleground this Christmas. Use was particularly high in the UK, where more than half (54 per cent) used Click & Collect, a big contrast to Germany, where Click & Collect usage was only 28 per cent.

The figures suggest a wider trend for customers spending more time in store. Once inside a retailer’s four walls, European adults online are increasingly likely use a mobile device. The survey reveals that more than half (56 per cent) of respondents across the European countries surveyed use their mobile devices in stores, a figure that leaps to 69 per cent in Sweden (tweet this). The main reasons cited among the four markets for using a mobile device in store are to check or compare prices (30 per cent), read product/service reviews (22 per cent) and to access and redeem offers (15 per cent) (tweet this).

“Physical footfall is becoming important again, and Click & Collect represents an important vehicle for retailers to make the most of all the hard work they’re putting into the in-store experience. An effective Click & Collect operation isn’t just for Christmas, however, it can help boost sales throughout the year,” said Lee Gill, group vice president, global retail strategy at JDA.

“It’s hardly surprising that the majority of European adults are using mobile devices in-store, whether that’s for seeking out special offers and discounts, or simply for entertainment while queueing. To make the most of this, retailers must be making every effort to weave mobile interactions into the in-store experience, for example through the use of mobile ‘push offers’ and beacons.”

For more survey findings visit: https://jda.com/knowledge-center/press-release/latest-jda-centiro-european-customer-pulse-2017-survey-highlights-click--collect