Evan Schuman's StorefrontBacktalk

VERY
The experience with Very.co.uk was surprisingly different from the one with Asos, despite both retailers using Collect+. Very was one of the first online retailers to offer click-and-collect to the Collect+ network of local convenience stores. The Shop Direct-owned retailer said that 18 percent of all orders over Christmas last year were delivered to the network. And 10,000 products are available via Collect+, according to the Very homepage. However, it took five attempts to find a product with the Collect+ option.

User experience: Customers have to register for the ‘deliver to a Collect+ store’ option, but the choice is clearly highlighted. There were five stores within one mile of the selected postcode, the closest at 0.59 miles.

Communication: Confirmation of the order was instant and notification of dispatch followed promptly via E-mail and text message, with a clear reminder of forms of identification to bring to collect the product. Confirmation of delivery, however, arrived three days later, despite the retailer’s promise of next-day delivery.

Pick-up: At the East London corner store, initially staff were indifferent to the collection request. A more helpful member finally took the order reference, but after repeatedly claiming that the reference was wrong, realized that the Collect+ system was down and advised to call Very customer service or come back later.

Verdict: Using a different store from the Asos order highlighted the lack of control retailers have over face-to-face customer interaction when using the Collect+ service. The customer service was poor, and staff did not seem concerned about a customer leaving empty handed. Such experiences reflect badly on the retailer, and a shopper might think twice about using the service again.

HOUSE OF FRASER
In September 2011, House of Fraser launched its ‘buy and collect’ service in response to customer demand. The service is free and available seven days a week. Any order placed before 3pm will be available as early as noon the next day, and the department store guarantees that the ordered item will be in stock. For stores in Belfast in Northern Ireland and Dundrum in the Irish Republic, the retailer requires 48 hours, while its Cirencester store currently doesn’t allow pick-up on Sundays. The ‘buy and collect’ logo is prominent on the homepage and throughout navigation.

User experience: House of Fraser has clearly thought through navigation, and the checkout process was smooth.

Pick-up: The second-floor collection area in Oxford Street’s House of Fraser is clearly signposted throughout the store. Customer services staff located the package quickly.

Communication: House of Fraser communicated in clear, neatly designed and informative E-mails, making the collection process very easy.

Verdict: The speed of House of Fraser’s communication and product availability was impressive. Collecting items from House of Fraser ‘buy and collect’ is as exciting as such an experience can be. Signs on escalators and shop floors point the way in bright House of Fraser livery. The collection area was prominent and gleaming, rather than a back-of-store afterthought.

SAINSBURY’S
Sainsbury’s click-and-collect service promises delivery of general merchandise to a store of choice from 4pm the next day, if the order is placed by 2pm. The supermarket has rolled out the service to more than 800 shops during the past year, and last year Christmas week was the retailer’s strongest for its click-and-collect offer, with almost 75 percent of online general merchandise orders made via this channel.

User experience:Click-and-collect is clearly signposted on product pages, integrating it effectively with other delivery options. A Sainsbury’s Local, 0.4 miles from the selected postcode, was among the pick-up options, and there were four available locations within a mile, and 14 under two miles.

Communication: Instant E-mail confirmation of the order was followed by a notification of delivery the next day—ahead of schedule. It also gave clear instructions of what documentation and ID to take to pick up the order.

Pick-up: Customers collecting items have to join the checkout to ask staff to locate parcels. However, staff were helpful and located the item quickly.

Verdict:The inclusion of local stores makes the service very convenient. If only it also offered it on groceries.

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