Click & Collect Improvements List: How Companies Can Increase Sales and Retention Rate

This year, many grocery chains launched pick-up services and offered delivery.

Click & Collect is a service when a user places an order on the website, it is prepared/collected, but the user picks it up himself.

It is convenient to place an order and pick it up yourself because:

  • no need to stand in line to enter the store during quarantine, and at the checkout in the store;
  • no need to walk among people in the store during quarantine (and after — it is also useful for introverts);
  • no need to waste time walking around the trading floor in search of the right products;
  • no shipping charges.

How to Improve Service:

  • Every time user opens the site — he\she needs to confirm the selected store.

→ Skip this stage using cookies if it has already been selected in this browser;

  • If the user chooses products for a long time or just get distracted — he\she will be logged out and will have to select all the products again.

→ Allow customers to stay logged in as much as possible;

  • When a customer arrives at the store — soft foods are at the bottom of the bag and lose their presentation or become completely unusable.

→ Train employees/robots to correctly arrange products;

  • Short shelf life of goods — the buyer has very little time to use the product.

→ Ask the buyer before the checkout if he/she needs such a product;

  • Not all product pictures are displayed or correspond to reality.

→ Check that all product images are uploaded and correspond to reality;

  • There is no section with promotions (promotional products have a crossed-out price, but there is no special page with them)

→ A/B test such a page to understand CTR and buy rate;

  • Goods by weight can only be ordered of 2.20 ib — for example, users cannot buy 1ib of peanuts.

→ A/B test such option to discover whether people will buy more;

  • The product card does not offer similar products — for example, a different volume or an analog.

→ Create a recommendation system to offer more goods;

  • The minimum order value is too high — for example, 250$.

→ A/B test different order values and create a special value for first-time buyers;

  • Ability to add forgotten goods to the completed order — especially if it will only be delivered tomorrow.

→ Create an opportunity to add goods 2–24 hours before delivery if possible;

  • Indicating the total weight of the products in the order — to understand how many ibs will have to be carried.

→ Show mass on the checkout;

  • Out of stock goods are removed from the basket — without notice.

→ Mark goods and notify the customer (propose analog);

  • Sets for cooking: lists for cooking popular dishes.

→ Create a page with recipes where customer can buy everything;

  • Lack of extensive product descriptions.

→ Add a full description of each product for those who work out, have healthy lifestyles and for parents of young children (filters for proteins, fats, and carbohydrates);



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store



Retail is the Capital of Great Technology. Spreading knowledge about logistics, supply chain, IoT, ML and Data.