More than four in 10 consumers are disappointed with the speed of collection when using a retailer’s Click and Collect service, new research from Quail Digital has found.

Click and Collect is growing in popularity in the UK, with 24 per cent of consumers now using the method when purchasing groceries at least weekly. This represents 25 per cent growth on last year, suggesting that customers view Click and Collect as a faster, more convenient shopping experience.

However the survey also found that retailers need to improve on their customer wait times for collecting their ordered goods. Homeware and electrical shoppers were faced with the longest wait, with an average of nearly seven minutes, with clothing and fashion close behind at 6.5 minutes.

Four in 10 consumers said the overall customer experience could be improved if staff were provided with headsets, while more than three quarters of respondents are interested in using a drive-thru Click and Collect service.

The cost of delivery is the deciding factor for two-thirds of consumers when choosing between Click and Collect and home delivery.

Tom Downes, CEO of Quail Digital, commented: “The report has shown Click and Collect is more popular than ever, and growing in every segment. The challenge for retailers is to deliver the service efficiently in a way that meets customer expectation. The survey shows that a 3 minute wait from arrival to pick up might be viewed as the right sort of target to beat, whether in-store or in drive-thru.

“Click and Collect across the retail environment clearly shows no signs of slowing and it is those retailers that embrace it, invest in its potential and deliver a service that rivals its competitors that will thrive well into the future.”

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