#2 Pay now or later?
Click-and-collect or click-and-reserve? The difference being whether the customer pays for the order online (collect) or instore (reserve). From a retailers point of view, the first option is preferable. After all, a shopper simply reserving online may decide not to turn up and therefore the sale is lost. However, asking people to pay online is a barrier.
What’s more, if paying instore, people are likely to buy more on impulse upon collection (if other products are indeed available to buy on collection). Whereas a shopper who has already made a transaction is statistically less inclined to get their card out again.
#3 Show stock availability
People want to know the item is in stock before they set off to visit a store. They don’t have time to browse in hope. And above all else, we know how it feels when the item isn’t in stock, all very frustrating indeed.
This is yet another fantastic consumer benefit of click-and-collect. If shoppers know what they want is going to be there, you’ll find they’re happier to make that trip. Obviously this affects click-and-reserve more than click-and-collect because you’ll most certainly want the item to be there if they’ve already paid for it!
Another benefit of showing stock availability could be the scarcity impact on sales psychology. Basically, if you’re buying online and there’s only 1 left in store, you’re gonna wanna get your skates on!