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DDF: Retailers should ‘think inside the box’ when it comes to click-and-collect

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Retailers are missing an opportunity to increase sales at the click-and-collect desk by not asking shoppers what they have bought online, says Paddy Earnshaw, chief customer officer at delivery company Doddle.

Speaking at Drapers Digital Festival 2017 in London, Earnshaw said retailers should ask shoppers what’s in their click-and-collect package, to upsell them products that will go with their purchase.

“We have all this data flying around, but no one is asking shoppers what’s in their box in order to add value. If the sales assistant knows you have bought a dress, they should be recommending shoes that would go with it. It’s a real missed opportunity,” he added.

Earnshaw said retailers should also explore self-service click-and-collect stations where shoppers can pick up their own orders.

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