Spotted This Week: How far will Click and Collect travel?

Click and Collect was created to improve the customer experience. Users can select products and await an email which will tell them their order is ready for them to go and pick up at a chosen location.Those who already offer this service have tried to raise awareness in an increasingly popular market. In the UK 41% of shoppers have used these services in the last year and it can also act as a sales driver.Customers are demanding more in terms of choice when buying online and so collect in store services do provide another option which can even convince customers to make a purchase.Therefore is the question now; how can Hospitality adapt this service for it's industry? Is this an engagement tool which could somehow be implemented?Restaurants are already making the move with McDonald's in the UK exploring the idea of click and collect as it looks to continue digital innovation as part of its mass personalisation and customer convenience strategy. The restaurant chain may roll out mobile ordering and payments on their app in the future following trials in the US.McDonald's also launched "Create Your Taste" platform in Australia, this allows customer to order via a digital kiosk and choose their bun, size of burger and ingredients. The aim is to drive customers engagement whilst also speeding up the process.The ability to customise existing options is an interesting development and one which we may see more of in the UK.There have also been some exciting developments in services used around the industry. For many taking a suitcase from home to airport and from airport to destination is a drag on the holiday fun. This process has been rethought and now there are services which takes bags from a customers home to their hotel of choice. This saves the traveler hassle and stress. Luggage transfer does seem to be a growing market.Many industries are trialing click and collect as it becomes more popular. In the fashion world Adidas are starting the service in key markets in what they call an 'omni-channel' approach. Their idea is simply to allow customers to order online and then pick up in store.If click and collect continues to be successful for brands then the Hospitality industry is bound to begin look on with awe and envy.Whilst the physical possibilities exist, it is hard to adapt to this new technology. However what can be taken away is the strong relationship which is developing between customer and company. Buying a service online creates a mechanical and functional relationship which can form goodwill.

Embracing Change

There are restaurants who offer a service like Click and Collect but they are few and far between. This may explain why new companies are coming in who offer similar services between the customer and company because at the moment it isn't a simple process.A restaurant's brand is the underlying character it offers. So therefore is does seem logical to create this option for their customers.In the foodservice world, it also makes sense for office workers to have the option to pre-order meal choices to avoid long waits and tackle the perspective of going offsite because it is deemed a better choice.Click and collect is a new way of understanding the customer and improves on a service which is lacking real security. If a slightly different view is taken can enhance the simple service, it certainly shouldn't be eliminated from any company seeking a new competitive advantage.Do you use Click and Collect?Should restaurants create their own service to enhance their brand and gain customer insight?Is the service a step too far removed from the experience?

For more information on 'Spotted this week' please contact Ben Butler