According to Stephan Serrano at Barilliance, click & collect is an “omnichannel retail strategy where shoppers order their items online and pick them up in store.” This hybrid model marries the digital and brick-and-mortar retail experience for a seamless and streamlined customer transaction. It is also sometimes known as “buy online, pick up in store”, or BOPUS for short.
Consumers around the world are showing a growing appetite for the speed and convenience of the buy online, pick up in store model. In fact, click and collect sales are showing impressive year-on-year increases; growing 155% as a percentage of total online sales for multichannel retailers between the years 2011 and 2015. In the UK, the click and collect model is particularly popular with experts predicting that usage will double by 2025.