1. Real-Time Inventory Tracking
   Few things are more frustrating for a customer than ordering an item online, only to be told it’s out of stock when they arrive to pick it up. That’s why real-time inventory tracking is essential. Retailers that excel in this, like Argos in the UK, have made Click and Collect a core part of their business by investing in systems that track inventory across all locations and channels in real time. In Canada, we’re still catching up, but the lesson is clear: investing in up-to-date, integrated systems isn’t a luxury; it’s a necessity if we want to compete.
2. Dedicated Pickup Spaces with Fast Service
   There’s no quicker way to undermine Click and Collect than to treat it as an afterthought. Designated pickup areas or kiosks can streamline the experience for customers and keep store traffic flowing. While BOPIS is gaining traction as the go-to term (no doubt replacing the “curbside pickup” we all scrambled to set up during the pandemic), it still comes down to creating a fast, convenient experience for customers. Leading retailers in the UK have gone as far as setting up self-service lockers and even 24/7 pickup options. In Canada, we’re seeing more of these setups, and there’s real potential to improve further.
3. Staff Training for Fulfillment and Service Excellence
   Finally, nothing works without a well-trained team. We can have the best systems and spaces in the world, but without skilled associates who understand the Click and Collect process inside and out, we’re falling short. This means training staff to pick and pack items efficiently, handle any hiccups, and above all, provide the same warm, reliable service customers expect in-store. Involving the team early on when rolling out these processes goes a long way; it shows them they’re part of this transformation and ensures they have the tools to succeed.

Excellence in Customer Experience: Building a Consistent Omnichannel Journey

In a true omnichannel strategy, the customer journey should feel seamless and valuable at every touchpoint. Beyond Click and Collect, UK retailers have increasingly recognized the power of integrating essential in-store services, transforming stores into convenient, multi-service hubs that attract and retain customers.

1. Clear, Consistent Communication
   Retailers like John Lewis and Tesco have mastered communication with customers throughout the omnichannel experience. Whether a customer is picking up an order or accessing additional in-store services such as optical care or key cutting, clear and timely notifications ensure they’re well-prepared. Designated service areas further streamline the process, reducing wait times and keeping the experience smooth. This approach respects the customer’s time and sets an expectation of reliability—key to building lasting loyalty.
2. Minimizing Wait Times and Streamlining the Experience
   Reducing wait times is essential across all areas of omnichannel service, from Click and Collect to in-store services. Some UK retailers are implementing self-service kiosks, automated check-in systems, and digital queues to enhance efficiency and keep customers moving through the store quickly. During the rollout of a new automated system at Walmart, I observed firsthand how crucial it is to prepare teams for these transitions, a concept I discuss in my article Guiding Change: Introducing Technology with Effective Change Management. When these systems run seamlessly, they help build customer confidence in the convenience of an omnichannel experience.
3. Creating a Convenient, One-Stop Experience
   UK retailers like Tesco and Marks & Spencer have set the standard by incorporating diverse in-store services, turning a single visit into a convenient, one-stop experience. By offering complementary services such as financial support, optical care, and even beauty consultations, they’ve redefined the store as a destination for more than just purchases. This trend not only increases foot traffic but also positions the retailer as an essential part of the customer’s day-to-day life—a strategic advantage in building loyalty.

Empowering Store Teams to Drive Customer Satisfaction

Your store associates are your frontline brand ambassadors, especially for services like Click and Collect, where they’re directly impacting customer perceptions. Empowering them to handle any issues and to approach interactions proactively is key.

1. Training on Customer Interaction
   Customer interaction can make or break the Click and Collect experience. Associates should know how to engage warmly, answer questions, and handle any potential issues with confidence. This requires going beyond technical training and reinforcing soft skills that leave customers feeling valued.
2. Autonomy for Real-Time Problem Solving
   One of the simplest but most impactful changes we can make is giving staff the authority to resolve issues on the spot. When associates have the ability to problem-solve without layers of approval, it speeds up resolutions and builds customer trust. In my article Leading the Humans Behind the Professionals: Why Empathetic Leadership Drives Sustainable Results, I explored how empathetic leadership, empowering employees, and respecting their input in decision-making leads to higher engagement and ownership. When associates feel trusted to solve problems, they rise to the occasion—and customers benefit.
3. Fostering a Culture of Ownership and Service
   Creating a customer-centric culture doesn’t happen overnight. It requires leaders who are willing to listen, support, and recognize the contributions of their teams. When employees feel ownership over the customer experience, they’re far more likely to go the extra mile, ensuring that every Click and Collect transaction is seamless, satisfying, and true to the brand’s promise.

Conclusion: Turning Omnichannel Strategy into Operational Excellence

Click and Collect, or BOPIS, isn’t just a trend—it’s an integral part of the omnichannel journey that’s here to stay. For retailers, the opportunity is clear, but the challenge lies in turning this strategy into action on the ground. By investing in the right systems, empowering our associates, and prioritizing customer satisfaction at every touchpoint, we’re able to transform an operational model into a customer-centric success story.

For any leader, the goal is clear: turn strategy into action in a way that is not only efficient but also deeply connected to the customer’s experience. With the right balance of process, empathy, and empowerment, Click and Collect becomes more than a pickup service—it becomes a key driver of loyalty and brand strength in an increasingly competitive market.