River Island Launches ‘Click & Don’t Collect’

Acknowledging the critical role that delivery now plays in securing e-tail sales, British high-street fashion brand River Island has revamped its click-and-collect service. The advanced ‘Click and Don’t Collect’ proposition lets shoppers reroute store pick-ups to another delivery destination after ordering – potentially diminishing the high refund rates caused by non-collections.

Orchestrated in partnership with UK-based delivery start-up Shutl, the scheme, which is being rolled out nationally, enables shoppers to switch plans at any point before the in-store collection option runs out, for just £4.95 ($7.44). To rearrange delivery, consumers choose between ‘Now’ (courier delivery within 90 minutes to any location) and ‘When’ (a pre-designated one-hour timeslot to any location) via a link embedded in the brand’s delivery notification email. A GPS-enabled map, accessible through a link in the Shutl confirmation email, renders deliveries fully trackable. 

Integrating Shutl into brands’ own e-commerce systems is easy. Access to its 24/7 nationwide network of carriers plugs straight into existing websites without any disruption – just the addition of a new option on the deliveries menu. 

While click and collect has become relatively standard for multichannel retailers, River Island’s concept demonstrates a potential defence against the high number of orders left uncollected in-store. Currently, 20% of UK click-and-collect orders result in refunds (Shutl, 2015). 

For more on key delivery strategies, see New-Gen Fulfilment, part of our Roaming Retail Industry Trend, Amazon Car-Boot Delivery Service, Emoji-Based Food Delivery and New Grocery Delivery. See also In-Transit Click & Collect, and Click & Collect Via Westfield Malls.