John Lewis’s decision to introduce a charge for click-and-collect has been a success, its ops boss told the Drapers Operations Forum.
The department store introduced a standard £2 charge for click-and-collect orders under £30 last July to cover the cost of the service. Experts told Drapers at the time that the move could be an “industry game changer” and pave the way for widescale click-and-collect charges across the high street.
Simon Russell, retail operations development director at the department store retailer, told forum delegates today: “The conversion rate was impacted slightly, but the vast majority of people added extra items to their basket.”
More than half of John Lewis orders are now collected in store. Russell said the customer had more demanding expectations around click-and-collect and expects faster fulfilment and later cut-offs for next day collection.
Russell said same day click-and-collect would continue to be a trend, however, he questioned whether customers would be prepared to pay for the increased costs of providing the service.
John Lewis is planning to improve its two-man delivery service for distress purchases, such as new washing machines. Russell said shoppers are no longer prepared to wait to receive such items.
He insisted the department store had not been impacted by the same day services offered by rivals Argos and Amazon, but said all across retail should “keep a close watch on what customers want and whether they’re willing to pay for it”.