Click-&-Collect Via Westfield Malls
Australian shopping-centre chain Westfield has furthered its omni-channel strategy at its London locations by launching an unusual, premiumised, click-&-collect service. While it caters to brands housed at the two shopping centres in Shepherds Bush and Stratford, it also serves online retailers with which the chain previously had no affiliation.
The set-up allows shoppers to purchase items online from more than 260 retailers and have them delivered to the Collect+ hub, located on the peripheries of the shopping centres. The brands on offer include high-street staples such as British fast-fashion retailers Topshop and River Island, and Japanese apparel brand Uniqlo, as well as e-tailers that are not stocked at the shopping centres, including Amazon and fashion retailers Asos and Very.
Launched in partnership with UK delivery service Collect+, shoppers can pick up their purchases from a luxurious lounge area at the malls, where they can try the items on in the hub’s fitting rooms and return unwanted items. Customers will also have access to a dedicated car park area with one hour’s free parking to ensure a smooth and speedy service.
The service is the latest addition to Westfield’s concierge services. They currently include hands-free shopping (for a small surcharge a staff member will ‘follow’ shoppers, transporting their bags to their cars), valet parking, and home delivery.
The lounge also taps into the desire of a growing, primarily luxury-focused consumer base seeking discretion when purchasing. See our upcoming report Inconspicuous Consumption within the Austerity Opportunity Industry Trend.
For more on the convergence of physical and digital retailing, see Sneakerboy: Physical/Online Hybrid, John Lewis Tech-Update, Click & Collect Hits Luxury Sector and The Omni-Channel Store Space in the Future of the Store Industry Trend.