Evan Schuman's StorefrontBacktalk

MARKS & SPENCER
Marks & Spencer offers a store collection service on clothes, beauty and homewares to participating shops. It promises availability within three days for orders placed before 5pm, though it may take five days if the item needs to be sourced from further afield.

User experience: M&S highlights its collect-in-store option across the Web site, although choosing it at checkout was a bit confusing. The next available delivery date was a Sunday three days later, and the system offered bank holiday pick-up.

Communication: At checkout, the system reminded the customer to bring the order confirmation when collecting items. M&S also sent prompt and helpful E-mail updates about the status of the order, notifying of dispatch and delivery, as well as sending a reminder. The pick-up information was clear, with reminders of the deadline clearly highlighted.

Pick-up: Picking up the order was straightforward. A customer service member found the item quickly.

Verdict: An efficient service but a faster turnaround, as offered by John Lewis, for instance, would be welcome.

HOMEBASE
Homebase’s ‘reserve and collect’ logo is clearly visible at every step of the online purchase path, although you have to check each individual item for availability in your preferred store. The service promises collection three hours from reservation, with items held until close-of-play the following day. The choice of products depends on your local Homebase store, as stock is sourced directly from them.

User experience: The first item selected was out of stock at the three closest stores, the second was only available to buy online, but the third was in stock at the closest Homebase, 2.87 miles away. The sign-up and checkout process was user-friendly.

Communication: Homebase was markedly swift in its confirmation of the order, an E-mail and text message alert confirmed the order was available for pick-up within two hours. A text the next day reminded of the order’s imminent expiry. To extend the deadline, shoppers have to call customer service, somewhat negating the convenient aspect of a click-and-collect service.

Pick-up: Within the store, the ‘reserve and collect’ area was clearly signposted, although it took staff a moment to locate the parcel on the messy shelf. This didn’t delay the process significantly, however.

Verdict: The service worked well, although the tight deadline for pick-up and limited availability is a drawback.

TESCO
Tesco is one of the most vociferous proponents of multichannel retailing. The grocer expanded this last year, aiming to double the number of stores with non-food click-and-collect to 600 and widening its service to include clothing and groceries. The service costs from £2, and customers can choose a two-hour pick-up slot at a store of their choice, although these do not include smaller local shops.

User experience: A straightforward process made checkout and choice of delivery option very easy. However, the service only delivers to larger stores, making pick-up choice limited.

Communication: The retailer sent an instant confirmation E-mail, with clear details on the location of the store and pick-up point. It also highlighted the option to amend the order up to four hours before the pick-up time.

Pick-up: Due to the tight two-hour delivery slot and distance of store, pick-up wasn’t as convenient as hoped.

Verdict: This service is most likely not aimed at public transport-bound central Londoners, as the distance of stores makes the prospect of pick-ups less attractive. In addition, the retailer’s great choice of delivery slots makes home delivery potentially the more attractive option. Nonetheless, the service does add a useful level of choice and flexibility for the customer.

ASOS
Asos launched its Asos Collect service this year. Through third-party supplier Collect+, it allows customers to choose next-day delivery to local convenience stores. Customers can choose from thousands of shops, with convenience strongly underlined on its Web site.

User experience: Asos Collect is not highlighted during product browsing, or even during the checkout procedure. Customers have to input payment details before being able to select the service, through counter-intuitively clicking on next-day delivery. The store search initially located the postcode in the South Pacific. After manually adjusting the location, there was a good selection of nearby stores.

Communication: Asos was meticulous in communicating order confirmation, dispatch and delivery via E-mail and text message, through the Collect+ service. The order was ready for pick-up the next day, as promised.

Pick-up: Dropping by the local Budgens to pick up fashion purchases was novel. However, staff were efficient, and a significant pile of Asos and Very parcels behind the counter indicated that many customers are already using the service.

Verdict: The opening hours and ubiquity of local corner shops, coupled with the speed of delivery and flexibility, make this service an attractive option, despite Asos’s confusing delivery selection process during online checkout.