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Quick and easy rules at this time of year.

Why Click & Collect is especially important at this time of year.

When it comes to the festive season, there are two types of people: the early planners and the late dashers. Which are you? I am from a family of late dashers, occasionally exchanging gifts months after the traditional date. Other people start planning gifts months in advance, and are calm and prepared ahead of time.

Regardless of this, most of us end up needing to buy a gift with some kind of time pressure, whether that's due to changed plans or a last minute idea.

Because of this, convenience and speed become a higher priority for shoppers in the festive season.

Price becomes less of a concern when people are looking for retailers they can trust to meet their needs for convenience and speed. It's also the time when shopping on smartphones spikes. Everyone is so busy at this time of year, it's just too easy to be able to shop wherever you are when you've got a spare 10 minutes.

A mobile-friendly site opens you up to a much larger pool of potential customers, both in your local area and further afield.

It means people can easily browse your range wherever they are, and check out if you've got what they're looking for. When browsing turns into the intention to buy, showing accurate stock positions increases conversion by building trust in your store.

Great stock control is especially important at this time of year, when demand and urgency is so high.

It's gutting for both customer and retailer if a sale has been made, only to find that there isn't enough stock to fulfil the order. It's a massive blow to the customer's confidence in that shop, and significantly reduces the chance of them becoming a repeat customer.

That's why it's crucial to have powerful stock control, that updates stock levels immediately across multiple channels, so you and your customers can trust that your stock position is accurate.

Being able to feed that information through to your website is a serious advantage. Potential customers will be confident that you can fulfil their order if they can see you've got plenty in stock, and are much more likely to pop by to the physical shop.

Once the purchase has been made, it's all about speed.

Offering a range of delivery options, including next day, Saturday and Sunday delivery can really make a difference to where people choose to buy.

"When can I get it?" is a top priority for festive shoppers.

Click & Collect is fantastic at this time of year, increasing sales and creating a great opportunity to sell extra bits when the order is collected.

Related to this article ...

Cate B, Nov 2019. Get more out of Ecommerce

Cate B, Oct 2019. Mobile Friendly Ecommerce

Cate B, July 2019. Boost Click & Collect Sales

Cate B, Apr 2019. Simple Ecommerce Checklist for Independent Retailers

Grant H, Sept 2018. The Modern Day Customer Journey

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