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click and collect – are you enjoying the experience?

15 January 2014

It occurs to me that with the continued growth of click and collect facilities across the country – whether these are within stores, at petrol stations, designated parcel lockers and so on – retailers need to be really careful with the customer experience and effect on brand. We’ve already seen how difficult it has been for retailers to maintain a consistent brand across their physical stores and on-line presence. This additional customer experience of click and collect is effectively just another stepping stone on the whole retail experience which needs to be kept in line with the customer’s brand expectation. The trouble is – even though you may have the perfect shopping experience with a retailer when you buy a product, it can all count for nothing if you’re treated carelessly when you come to collect it…

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