John Lewis expands third-party click & collect in deal with Boden
With click & collect rapidly proving to be the top delivery method for online orders and also being a key physical store footfall driver, John Lewis is ramping up its C&C efforts with third-party brands, starting with Boden.
The company is “trialling new commercial opportunities and the acquisition of new customers by providing access to its click & collect distribution network to third-party retailers,” it said, adding that after Boden, there’s “potential to expand to more brands”.
As of Thursday, Boden customers will be able to use the John Lewis & Partners click & collect service to pick up their parcels from 30 Waitrose & Partners stores. Boden orders placed by 7pm will be available for click & collect by the end of the next working day.
Analysts have been urging UK retailers to expand the options for consumers who want to collect their parcels rather than wait for them to be delivered and have been saying that linking up with other retailers is one way forward. That makes sense as the more convenient collection options they have, the more likely consumers are to place an order.
We already know that consumers are likely to buy more in-store when they collect a parcel as well. But while collection from a store that isn’t your own might result in an extra sale for that store and so might seem like a sacrifice too far, the overall benefits of happy consumers being encouraged into shops should trickle down generally and benefit all parties involved.
John Lewis said that in the last five years alone, C&C orders have increased more than 50% “as customers enjoy the ease and convenience it provides”. Currently, 57% of all its online orders are delivered this way with 25% of packages collected at John Lewis shops and 75% at the larger number of Waitrose shops.
The company said that “by opening up click & collect to those customers who shop with other retailers, the Partnership is introducing new customers to the Partnership’s range of unique products and personalised customer service.”
Gav Thompson, Chief Customer Officer at Boden, added: “This is a new way of shopping Boden and the perfect collaboration, designed around convenience and ease.”
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