Click & collect purchases in the UK will grow by more than two-thirds to be worth over £4bn in 2018, as consumers continue to place emphasis on convenience and the ability to get products quicker.

1. Click & Collect Market 2013
Click & collect market to grow to £4bn by 2018…
• We forecast the value of the click & collect market to increase by almost two thirds from 2013 to 2018.
Shoppers are increasingly valuing the convenience offered by the service, which is proving to be a
competitive advantage for physical retailers with a large store estate.
…but it will still be only 1.2% of the overall retail market in 2018
• While the benefits of click & collect are clear to consumers and multichannel retailers, as delivery providers
and pureplay online retailers continue to improve fulfilment services, with collection at convenience stores
and lockers, and narrower delivery slots being offered, it may not be the panacea that many store chains
hope it to be in the longer term.
Affluent females most likely to use click & collect
• Click & collect penetration shows a high proportion of users in the 25–44 age range and in the higher socio-
economic ranges, and slightly higher usage among females. Penetration is high for 25–44 year olds, as they
are most likely to adapt to new services on offer that are more convenient to fit around their working hours,
and, as there is heavy weighting towards clothing & footwear users, they are also the most likely to be
regular fashion purchasers.
• The lowest penetration is in the 15–24 age range and in the DE economic range, which suggests that low
income young shoppers are less inclined to use the service. This is likely to be driven by the relatively low
value of items being purchased, which shoppers are happy to have delivered and possibly risk not being
home.

2. Click & Collect Market 2013
Tesco and Marks and Spencer lead the way in click & collect
• The top five retailers in terms of click & collect shoppers are Tesco, Asda, Marks and Spencer, John Lewis
and Currys/PC World. Marks and Spencer had the highest click & collect penetration of their online
shoppers, reflecting the demographic of their customers being aligned with the typical demographic profile
of the click & collect shopper – older, more affluent females. The results validate the retailer’s decision to
invest in the service providing dedicated collection points within stores and offering short lead times
between ordering and availability for collection.
Retailers need to shorten lead times to collection
• When comparing the cost, time and prominence of the click & collect offer of the top 10 retailers, there is a
similar trend among the leading retailers versus the bottom 10 for conversion. All of the top retailers offer
the service for free, with the majority offering collection within one day of ordering and giving the service
prominence on their website's front page. This is in contrast to the bottom 10 retailers, some of which
charge for the service, all but three take over one day for collection and the majority do not advertise the
service on their front page.

3. Low added convenience
Slightly faster fulfilment
Store purchases
Click &
collect
Store purchases
that would
otherwise
migrate to online
home delivery
Online purchases for
home delivery
High added convenience
Much faster fulfilment
Where click & collect cannibalises sales from
Click & collect
purchases
cannibalise home
delivery purchases
more than store
sales due to the
extra levels of
convenience and
speed which are
the key consumer
drivers for
collection

4. Click & Collect Market 2013
This research is based on our Click & Collect UK 2013, Market Sizes
and Forecasts by Sector | Verdict Channel Report
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