Not long ago, ecommerce was threatening brick-and-mortar retailers at every turn. Until recently, when omnichannel strategy become widespread, many retailers were struggling to stay in business. During this past holiday shopping season, however, traditional retailers saw how the omnichannel strategy called “click and collect” — the customer practice of buying online and picking up in store (or, “BOPIS”) — could help them be more customer-focused as well as more profitable.
A holiday success
Retailers saw the strongest holiday sales growth in 6 years, with revenue increasing 5.1% to more than $850 billion this year, according to Mastercard Spending Pulse, and online shopping saw extensive gains of 19.1 percent compared with 2017. Click-and-collect offerings played a large role in that increase: Adobe Analytics reported that click-and-collect orders grew 50% over the Black Friday-Cyber Monday weekend compared with a year ago. The strategy has required retailers to integrate accurate, real-time in-store inventories with their online presence. Their efforts have paid off. Furthermore, Barron’s recently reported that overall BOPIS sales soared 50% year-over-year.