This document provides an overview and analysis of click and collect services based on a survey conducted by Evolution Insights Ltd. Key findings include that a third of shoppers think click and collect for groceries is a good idea, with younger and more affluent demographics being more likely to have used it for non-grocery items. The report examines click and collect definitions, benefits, retailers involved, and shopper opinions and usage patterns. It also explores preferred collection locations and expected costs.

1. November 2012
Click & Collect
Report 2012
Sample Extract
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
Click & Coillect Report 2012 1

2. About Evolution Insights
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke
research for manufacturers, retailers and agencies.
Our research and analysis helps • Evolution offer a range of products & services for
clients in the field of shopper research:-
clients develop targeted shopper
marketing initiatives designed to • Off-the-shelf research
influence shoppers at the point of
purchase. – Evolution’s off the shelf research
publications deliver affordable insight
into shopper motivation and
behaviours in UK food, drink and
grocery
• Insight Plus
– Insight Plus offers your business the
opportunity to engage in any of our
We use a range of research regular shopper research projects in
advance of publication, tailoring the
methodologies to discover genuine scope to suit your needs
insights. Our research incorporates a
broad spectrum of robust qualitative • Bespoke Consulting
and quantitative research techniques.
– As publishers of research, we are able
to draw upon a wealth of existing
proprietary data for consulting projects
As a leading publisher of – helping to better inform and shape
shopper research, we are any further research requirements.
ideally placed to offer your
business actionable shopper Further information is available at our
insight. website http://www.evolution-
insights.com
Visit and sign up for Shopper Trend
Report, our free quarterly newsletter
offering analysis and commentary on
topical issues

3. Contents
Key Findings and Executive Summary 4 Collection Locations 38
What This Report Will Do for You 5 Introduction 39
Executive Summary 6 Pick-up Locations 40
Nearest Store 43
Click & Collect: Introduction 8 Summary 44
What is Click & Collect? 9
Definition 10 Spend 45
Benefits 11 Introduction 46
Retailers 12 Cost 47
Food & Grocery 13 Summary 50
Click & Collect Worldwide 15
Click & Collect UK 17 Methodology 51
Issues 20
Current Pick-up Locations 21 Glossary 54
Current Use of Click & Collect 22 Contact us 56
Introduction 23
Shoppers’ Opinions 24
A View from France 25
Usage 26
Product Types 29
Summary 30
Appeal of Click & Collect 31
Introduction 32
Concept 33
Appeal in Food & Grocery 34
Shoppers’ Opinions 35
Summary 37
Click & Coillect Report 2012 3

4. Key Findings and Executive
Summary
Click & Coillect Report 2012 4

5. Key Findings and Executive Summary – What This Report Will Do for You
This report will:
Give you an understanding of the current Click & Collect
offering in the UK and around the world.
Provide an overview of the current penetration of Click &
Collect in both Food & Grocery and Non-grocery.
Identify the product types that shoppers are currently
purchasing using Click & Collect.
Highlight the appeal of Click & Collect in Food & Grocery and
its comparisons with standard online shopping
Explore the locations which shoppers indicate to be their
most convenient collection points when using Click &
Collect.
Take a look at how much shoppers expect to pay for the
Click & Collect service, and look at different collection
locations and see if this has an impact on the cost
perceptions.
Identify demographic differences in all of the above.
Click & Coillect Report 2012 5

6. What is Click & Collect?
What is Click & Collect?
In simple terms, Click & Collect is online
shopping, which is then collected from
the store (or other ‘collection
destination’) rather than being
delivered to the shoppers home.
Why not stick to ‘normal’
online shopping?
Delivery charges and times are major barriers to
online shopping. Allowing the shopper to control
when the pick-up is made takes away the hassle of
missing the delivery, and puts the shopper in control
of the transaction. More importantly, in many cases
delivery is free as it is shipped to the store .
Click & Coillect Report 2012 6

7. Definition
The Click and Collect System can save time and money for both the retailer and the shopper.
The order is
‘picked’ at a
designated
warehouse or Order
in-store then arrives in-
Order is store / at
received
dispatched
pick-up
point
The Click and Collect service offers shoppers the benefits
of online shopping with the addition of a lower / no
delivery fee and saves shoppers’ precious time as they do
not have to wait around the house for the delivery to
Shopper
arrive. Instead, shoppers can pick it up in-store or at a drive
collects the
Shopper by site whenever it is convenient for them. Shoppers can
either pay online or upon collection. order either on
places an
foot or from
order online
their vehicle
Click & Coillect Report 2012 7

8. Food & Grocery
Can it work for Food & Grocery?
We know this service works well when purchasing a
small number of items, but what about if you want to
do your main food shop using Click & Collect? The
issues for F&G retailers are much higher than for
others. The service has to be seamless and well
thought out for it to be a success - no queues, slow
service or mistakes – if retailers want customers to
make repeat use of this channel. Before the days of
supermarkets and online shopping, it wasn’t unusual
for a shopping list to be handed over to the local
grocer for collection later. Is Click & Collect a case of
going back to the future?
We will soon look at individual Food & Grocery
retailers in the UK and see how they are embracing
the Click & Collect revolution.
Click & Coillect Report 2012 8

9. Click & Collect: Shoppers’ Opinions
Despite Click & Collect being a new concept in Food & Grocery, a third of shoppers already think that it is a good idea.
With increased awareness and understanding of the service, we expect this figure to increase.
Knowing you Cheaper than
can get it when delivery Sounds great!
you want Convenience
…shoppers think
‘Click & Collect’ for
Saves the
wait
food and groceries is
a good idea
Sounds
easy
It will not take up as
You don't have to cue The speed of getting much time as
at the tills and fight your shopping, without physically shopping
round the isles with having to browse the and you can collect
your trolley! store when you want to
Click & Coillect Report 2012 9

10. Click & Collect: Usage (by demographics)
Younger, more affluent shoppers are more likely than average to have already used Click & Collect for non-grocery
items, as are those living in Scotland and the South West.
Demographics of shoppers that have used Click & Collect for non-grocery items:
55
52 53 52
49 51 48 49
45
40 42
55% 38
%
39%
48%
38% 41%
18 - 25 - 35 - 45 - 55 - 65+ 53% A B C1 C2 D E
24 34 44 54 64 55%
Click & Coillect Report 2012 10

11. Methodology
Click & Coillect Report 2012 11

12. Methodology
Evolution’s methodology
• Evolution carried out a preliminary survey of
around 100 shoppers to test questions for the
main survey.
Secondary and Preliminary • Detailed secondary and desk research is
desk research quantitative survey conducted to define the topic area, macro drivers
and trends, scope and examples within the
research topic.
• Initial insights gained are used to help further
design the main survey.
Main quantitative Qualitative • A main survey is completed by at least 1,000 UK
survey research adults who are the primary household shopper for
food & grocery.
• Comprehensive and detailed assessment of all the
data received was then used to uncover insights.
• Throughout this process, primary research was
supported by secondary research drawing on
Insights Evolution’s proprietary databases, national
statistics, news and industry resources.
Click & Coillect Report 2012 12

13. Methodology: quantitative research - survey
Topics of questions in quantitative survey
Demographic profiling • Detailed shopper insights were
gained from a survey of 1,027
primary shoppers. The samples
Online shopping were fully representative of the UK
population.
Preferred retailers • The survey contained 12 questions
relating to topics outlined to the
left – in addition to standard
Location demographic profiling questions
• The questions were designed to
Awareness and usage of Click & Collect give maximum insight into
shopper’s motivation and
behaviour
Spend
• The survey was carried out during
the week commencing 1st October
Collection locations 2012.
Appeal
Shoppers’ opinions
Click & Coillect Report 2012 13

14. Contact us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6000
e-mail: insights@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
Click & Coillect Report 2012 14