Click and Collect (C&C): : measuring the effects of an online multi-channel sales strategy

Prabhakar, Guru; Nisar, Tahir

Abstract

Click and collect (C&C) has become a staple of a successful multi-channel retail strategy in recent years. Consequently, this paper aims to explore and assess the impacts of C&C within a large chain store retailer. We compare how firms have had to adapt their retail methods to encompass omni-channel in order to keep relevant in the modern era. We investigate how these challenges have been addressed by the firms by examining their pick-up delivery decisions and how they have integrated the two methods to work in harmony rather than competition. Our findings discover C&C to be largely advantageous for the bigger retail chain as they experience positive sales growth associated with their click and collect functionality. There is also evidence of a cross-selling effect (i.e. additional store sales from customers who use the C&C pick-up service), in addition to increases in store sales. However, this study highlights, in order for retailers to achieve the desired benefits, careful integrated channel management and measurements are essential.

Citation

Prabhakar, G., & Nisar, T. (2017, May). Click and Collect (C&C): : measuring the effects of an online multi-channel sales strategy. Paper presented at The EMAC (European Marketing Academy) 46th Annual Conference, Groningen, Netherlands

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: The EMAC (European Marketing Academy) 46th Annual Conference
• Conference Location: Groningen, Netherlands
• Start Date: May 23, 2017
• End Date: May 26, 2017
• Deposit Date: Oct 4, 2019
• Publicly Available Date: Oct 7, 2019
• Keywords: Click and collect; Brick-and-mortar; Multi-channel sales strategy; Online sales
• Public URL: https://uwe-repository.worktribe.com/output/3499886