Tesco has called it a “huge opportunity” for expansion and Asda has tipped it to become “as big as delivery”, but click & collect still has a long way to go before it is more than a niche, according to a study by IGD.
It revealed that 18% of shoppers who had shopped online in the past month used click & collect - representing just 3% of grocery shoppers overall. Of these online shoppers, just 4% had used click & collect exclusively in the period.
“This is the first piece of research we have done specifically around click & collect,” said IGD shopper insight manager Vanessa Henry.
“It shows that shoppers are still very much in an experimental stage. The overall proportion of British shoppers who are using click & collect is a very small percentage.”
However, the survey also provided encouragement for retailers gambling on this area becoming a mainstream part of shopping, with click & collect more popular among young shoppers and full-time working parents, and regarded by those who took part in the survey as both quicker and cheaper than home delivery.
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Over a third of online shoppers who had used click & collect in the past month said they would use it more in the future.
Earlier this month, both Tesco and Asda outlined plans for major click & collect expansions.
The Grocer revealed Tesco’s plans to expand the service to all its stores, enabling customers to click & collect any item in its range from any store.
Meanwhile, Asda revealed plans to roll out click & collect to 250 stores this year as well as open remote collection points at locations such as park-and-ride areas.
“The fact that the likes of Tesco and Asda are making such big investment in click & collect shows how serious they are about growing this sector,” added Henry.