Buy online collect in-store: exploring grocery click&collect using a national case study

Abstract

Purpose-Twenty-first century online retailing has reshaped the retail landscape. Grocery shopping is emerging as the next fastest growing category in online retailing in the UK, having implications for the channels we use to purchase goods. Using Sainsbury's data, the authors create a bespoke set of grocery click&collect catchments. The resultant catchments allow an investigation of performance within the emerging channel of grocery click&collect. The paper aims to discuss these issues. Design/methodology/approach-The spatial interaction method of "Huff gravity modeling" is applied in a semi-automated approach, used to calculate grocery click&collect catchments for 95 Sainsbury's stores in England. The catchments allow investigation of the spatial variation and particularly rural-urban differences. Store and catchment characteristics are extracted and explored using ordinary least squares regression applied to investigate "demand per day" (a confidentiality transformed revenue value) as a function of competition, performance and geodemographic factors. Findings-The findings show that rural stores exhibit a larger catchment extent for grocery click&collect when compared with urban stores. Linear regression finds store characteristics as having the greatest impact on demand per day, adhering to wider retail competition literature. Conclusions display a need for further investigation (e.g. quantifying loyalty). Originality/value-New insights are contributed at a national level for grocery click&collect, as well as e-commerce, multichannel shopping and retail geography. Areas for further investigation are identified, particularly quantitatively capturing brand loyalty. The research has commercial impact as the catchments are being applied by Sainsbury's to decide the next 100 stores and plan for the next five years of their grocery click&collect offering.

Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA

“…Grocery e-commerce is a subset of this retail segment with the integration of internet technology reflected in different online business formats, which has become an integral part of the grocery industry in some countries (e.g., Kureshi and Thomas, 2019 ). The most common formats observed are websites of retailers born on the web (pure players) and those of a physical nature that have incorporated e-commerce as a business unit (brick and mortar initially, click and mortar today) or offer a click and collect format ( Bleoju et al., 2016 ; Davies et al., 2019 ).…”

Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty

“…The selection of this specific shopping experience was not arbitrary, as, according to [75], it is growing rapidly in Europe due, among other reasons, to the "haste" of consumers to obtain their products. The click and collect system offers consumers the advantage of greater flexibility since they do not have to make sure someone is at home, and it is often cheaper since it saves shipping costs [76], and contributes to sustainability [20]. In short, retailers offering their consumers this channel not only increases efficiency but also reduces costs and ecological impacts while meeting consumer expectations [77].…”

“…Additionally, when customers discern benefits in using online in-store touchpoints as part of the overall experience, they are more inclined to engage positively with omni-channel retailing [6]. Moreover, click and collect is a sustainable system [20] because eliminating trips and reducing failed deliveries reduces the carbon footprint [21].…”

Simulation-based Assessment of Grocery Shopping in Urban Areas

“…Simulation Approach Logistical Impact [6] MM CB [7] LR CO [10] LR CO [11] CS FD [12] SM EI [13] MM EI [15] CS EI [20] LR EI [21,23] CS/SM P [23] SM FD [24] DS/SM DSS [25] MM EI [26] SU/SM DSS [27] LR CO [28] SM EI [29] MM DF [30] CS FD [31] CS FD [32] DS PS [33] SM DSS [34] LR FD [35] CS CO [36] DS/SM DSS [37] MM DSS [38] CS FD [39] MM FD [40] LR/CS CO Consideration: = full ; = partial ; = no consideration…”