Retailers are taking to lay-by and combining their online and bricks and mortar stores to boost sales, after a Christmas period that met expectations but may fail to stem a rise in collapses in early 2012.
The Australian Retailers Association says it is hearing that lay-by and click ‘n’ collect – which allow customers to buy online and then pick up at a store – are increasingly popular.
JB Hi-Fi and Coles are among the retailers that provide the click ‘n’ collect service.
“I think it’s something that small retailers can pick up quickly on,” ARA Russell Zimmerman says.
“For any retailer a click ‘n’ collect service is a huge advantage, as is putting things in the mail for a customer.”
On lay-by, Zimmerman says it’s a trend that’s mirroring a pickup in the United States, and particularly attractive when people are watching their spending.
“What I’m hearing anecdotally is that small retailers never gave it away, but the practice decreased in popularity. But now, they’re looking at it again.”
“It holds a certain amount of attraction for retailers because it’s one way to get customers to return to their stores, and therefore attract them to look at new products.”
Zimmerman adds that online retailers are also offering lay-by to their customers.
The Retail Doctor Brian Walker says lay-by comes and goes, but provides a way for retailers to keep the customer and mine their information.
Peter Strong, executive director of the Council of Small Business, says click ‘n’ collect is particularly attractive for time-pressed individuals, and people from out of town or with mobility issues.
“They’ll ring up and order or buy online, and then pick up several products once,” Strong says.
He says the practice would become more commonplace if there were convenient parking options for people, such as 15 minute limits outside stores.
Smart Company is the leading online publication in Australia for free news, information and resources catering to Australia’s entrepreneurs, small and medium business owners and business managers.
