Mall operator puts twist on click and collect program
Two retail service providers have found a new way to collaborate for the benefit of retailers and consumers alike. Westfield, a global shopping center group, has partnered with parcel service Collect+ to establish an area in a West London mall where customers picking up online orders can try them on before deciding whether to "collect" (accept) or return the merchandise.
As the popularity of buy online and pick up in-store grows, having a time and place to try on purchases before making a final decision seems the logical next step. In a first for a U.K. shopping center, over 260 retailers are represented, allowing customers maximum flexibility for collection due to Westfield’s long opening hours.
Collect+ @Westfield opened January 27 with a dedicated lounge area and changing rooms. Customers designate the mall as their preferred delivery location and receive a text or e-mail to confirm arrival. When they visit the CollectPlus kiosk, they have the option of using a dedicated lounge with fitting rooms. If not satisfied with their purchase, a return can be made immediately. Their first hour’s parking also comes free.
"With the growing popularity of click and collect … at convenient locations such as Westfield, we saw an opportunity to respond to shoppers’ needs and ultimately help deliver a seamless experience for customers shopping online and in-store," Myf Ryan, Westfield’s U.K. & Europe marketing director, told Retail Times. "Collect+ @ Westfield is part of our broader strategy to deliver digital solutions that enhance the customer shopping experience and drive sales opportunities for our retailers."
With Westfield malls located across the U.S. and Collect+ offering services to most of the country’s big name retailers, it may be just a matter of time before these try-before-you-collect areas become the norm.
- CollectPlus – Westfield London
- Westfield embraces click and collect – The Telegraph
- Westfield London claims shopping centre first with launch of click and collect pilot with Collect+ – Retail Times
Is there an opportunity for American malls to offer “click and collect” service similar to Collect+ @ Westfield? What would solidify the appeal and value for shoppers?