New Look's ‘Click and Collect’
British fast-fashion powerhouse New Look is set to launch what will be one of the most extensive ‘click and collect’ services in fashion retail, aiming to prove its credentials as a thoroughly modern, multi-channel retailer.
The service is based on the premise of everywhere retailing – giving consumers the option to shop from home, in-store or on the move. The beauty of the new system is that it allows access to a much wider range of products than can be stocked in-store, while still driving footfall back to the shops when customers collect the items.
Matching choice with service, consumers are given updates on the progress of their order every step of the way, and informed when items are ready for collection. Handheld devices – dispensing with the need for staff to use standard till points – will release goods.
New Look’s e-commerce director Dom McBrien states that the multi-channel push responds to research indicating that smartphone internet access will supersede desktop computers by 2012, potentially accounting for 40% of New Look's sales over the next three years.
Debuting in early October in 600 stores, it will form part of the retailer’s ‘more ways to shop’ campaign.
For more on multi-channel retail, look out for our report: Multi-Channel Management in October.