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What Is Curbside Click and Collect and How Does it Work?

Imogen Wethered
by Imogen Wethered

Prior to the second lockdown when stores were still open, Qudini’s survey of 2,000 UK consumers showed a clear opportunity for every type of retailer to better engage between 11% to 34% of their Millennial and GenZ customer base and 5% to 31% of Baby Boomers through offering contactless click and collect services.

Now that stores have been forced to close yet again, we predict that these numbers will be even higher.

What is curbside click and collect?

Illustration of the curbside pickup journey

Find out more about curbside click and collect.

Where do consumers want to use it?

Prior to lockdown measures being announced: grocery stores received the highest interest with 34% of consumers wanting to be able to conduct contactless click and collect collections from outside of them.

This was followed by pharmacies (25%), fashion/clothing stores (22%), electronics stores (22%), department stores (21%), shoe stores (20%), shopping malls (20%), health food stores (19%), book stores (19%), sportswear stores (18%), makeup / skincare stores (17%) and pet stores (17%), homeware / furniture stores (16%), DIY stores (16%), phone stores (15%), luxury stores (14%), jewellery stores (14%) and lingerie stores (12%).

Across all industries, GenZ and Millennial customers are more likely than Baby Boomers to want to receive contactless click and collect services from outside of the store. However, Baby Boomers are more or equally interested in the concept of contactless click and collect services from grocery stores, pharmacies, garden centres and DIY stores.

 

Why retailers should look to implement curbside click and collect

When asked what the benefit of a retailer offering contactless click and collect pickup services would be to them (prior to November lockdown measures), 81% of Millennial and GenZ consumers stated at least one benefit if a retailer offered them this service, including:

 

Compared with Baby Boomers, Millennial and GenZ customers are twice as likely to be influenced to shop with a retailer online, as a result of them offering a contactless click and collect service. They are also twice as likely to advocate the service to their friends. While they are also slightly more likely to be influenced to visit the retailers’ stores in general, to think better of the retailer and to visit the retailer in general.

The greater interest in contactless curbside click and collect services amongst younger versus older generations suggests that contactless curbside could be part of retails post-Covid future as these age groups continue to increase in spending power.

Higher household income brackets also report being more likely to buy something online and to visit the retailers stores in general if they were to offer a contactless click and collect service from outside of the store. Even when their stores are open.

These insights suggest that during the November 2020 lockdown retailers could further attract these high value customers by offering contactless curbside collections from outside of their stores.

 

How do consumers like to use it?

When asked which channels customers would most like to use to let a retailer know that they have arrived outside of store to collect their online order, we found that:

 

We later asked USA consumers the same question but added in the option for using a retailer’s app and found that this came up within the top three options.

 

To help our clients to understand how to best deploy our curbside collection solution to maximize upon these significant benefits, we also asked our USA consumer audience which scenarios customers would be most likely to use contactless curbside collection services in (on foot or by car) and found that:

 

Ways to inform customers to check-in for their orders:

1) Their order confirmation email

2) End of parking bay placards

3) Outside of store and end of parking bay lollipops

4) Parking bay – painted or vinyl sticker

 

Ways to inform customers to check-in for their orders:

1) Window posters

2) Flyers on their parcels

3) Shop window open/closed signs

 

Perfect your signage

Learn how to perfect your signage content to drive customers to check-in to collect their online orders using our Signage Best Practice Guide:

Our formula for effective signage

Luxury brand check-in signage and best practice information on click and collect

Example signs using the formula

Example sign showing contactless pickup

 

Download our best practice signage guide

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Latest consumer survey report

Our latest consumer survey report shows which types of retail stores and banks customers want to be able to schedule appointments within…

Recent consumer survey report

Our recent consumer survey report shows how the pandemic has changed consumer shopping habits and which habits will be here to stay…

Upcoming Webinar

Our Upcoming Webinar will present consumer insights on how the pandemic has changed consumer shopping habits. Sign-up below for Tuesday October 12th (2pm ET | 11am PT).