UK shoppers are failing to actually pick up their click and collect orders as the service becomes more widely used, according to research.
The survey by Barclaycard and Decathlon found that 71% of UK consumers now use click and collect, with the average person using it twice per month.
However, it calculated that £228 million’s worth of items could be being left uncollected as 15% of shoppers said they had not collecting purchases in-store.
Thirty percent of customers who had failed to collect an order blamed the process being a hassle, while long wait times and poorly staffed collection points were both blamed by 25%. 17% cited struggling to find the designated click and collect area while 17% cited having to pay for the service.
These figures were despite the benefits of click and collect, with 89% of merchants who offered the service seeing footfall increase in the last two years and 97% benefitting from additional revenue.
Kirsty Morris, director of Barclaycard Payment Solutions, said: “Click and collect is a win-win for both retailers and consumers. Brands have the opportunity to not only increase the number of shoppers through their doors but also to reduce costs and returns, while generating revenue from click and collectors purchasing additional items in-store.
“Enhancing the click and collect experience is a potentially lucrative way for retailers to ward off the unprecedented challenges of the high street and bridge the gap between online and in-store shopping.”
Christian Baggaley, head of operations at Decathlon UK, adds: “We have seen a real increase in the number of shoppers opting to use click and collect since 2017 and are constantly looking at ways to make the overall shopping experience better for our customers. “