Click & Collect is one of the most powerful tools available to a modern high street business. It perfectly blends the convenience of online browsing with the instant gratification of collecting an item the very same day. For customers, it’s a dream - no waiting for deliveries, no missed parcels. For businesses, it’s a fantastic way to drive footfall and compete with the online-only giants.
But launching this service without a solid plan can quickly turn the dream into a nightmare of chaotic stock levels, frustrated staff, and disappointed customers.
A great idea with poor execution is a liability. Before you add that tempting "Pick Up In-Store" button to your website, you need to have a bulletproof plan. Here is the 3-step checklist every business must work through for a flawless Click & Collect launch.
1. Your Technology: A Single Source of Truth for Stock
This is the most critical piece of the puzzle, and it's non-negotiable. Imagine this: a customer in your Market Harborough shop buys the last remaining candle from your shelf. Minutes later, someone buys that same candle online for Click & Collect. You now have to contact that online customer, apologise, and process a refund. You've broken the fundamental promise of the service and damaged their trust in your brand.
What you need in place: A unified inventory system is essential. Your website and your in-store till (Point of Sale, or POS) must be perfectly synchronised, talking to each other in real-time. When an item is sold in-store, it must immediately become unavailable online, and vice-versa.
How to achieve this: This is why choosing your tech stack correctly from day one is so important. Modern systems like Shopify POS, Square, and Lightspeed are designed for this. They centralise your inventory, creating a single source of truth across all your sales channels. Relying on manual stock updates is not a strategy - it's a guarantee of failure during busy periods.
2. Your Marketing: Helping Local Shoppers Find the Service
Simply launching the Click & Collect feature is not enough. You can’t assume customers will magically discover it during checkout. You have to actively promote it, especially to high-intent local shoppers who are looking for convenience.
What you need in place: A clear marketing strategy to announce and promote your new service. The single most effective tool for this is Google's Local Inventory Ads (LIAs).
How to achieve this: As we've discussed in our guide to LIAs, these ads are designed for exactly this scenario. A potential customer searching on Google can see an ad for your shop showing that a specific product is "In stock for pickup today." This immediately gives you a competitive edge over any retailer that only offers delivery. You should also promote the service with banners on your website, in your email newsletters, and with clear signage in your physical shop.
3. Your In-Store Process: Nailing the Customer Experience
Your technology can process the order and your marketing can bring the customer to your door, but a human has to complete the final, crucial step. A clunky, slow, or confusing collection process will ruin the entire experience.
What you need in place: A slick, well-rehearsed operational plan. Before you launch, your team must have clear answers to these questions:
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Who? Which staff member is responsible for receiving the order notification, picking the item from the sales floor, and preparing it for collection?
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Where? Do you have a dedicated, labelled space behind the counter for holding these orders? Where should customers go to collect them? A separate, clearly marked point can prevent queues and confusion at the main till.
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How? How will the customer be notified that their order is ready? (An automated email or SMS is best). What do they need to bring as proof of purchase?
How to achieve this: Create a simple, step-by-step guide for your staff and do a few internal trial runs before you go live. Ironing out the kinks in advance will ensure the customer experience is as smooth and convenient as you promised.
Ready for Launch?
Click & Collect can be a transformative service for local retailers. Its success is built on a foundation of robust technology, smart marketing, and a seamless in-store process.
Thinking of launching Click & Collect for your business in Market Harborough or Leicestershire? Before you dive in, let's talk. At Brand Canyon, we help local retailers build the strategy and systems needed for a flawless omnichannel experience. Get in touch for a consultation.
