4 Collection Models Retailers Should Consider as Customer Expectations Evolve

In our previous blog, we explored why traditional click-and-collect is becoming increasingly challenging for retailers, as rising operational costs collide with growing customer expectations for convenience and flexibility.

For many retailers, the next question is: what are the alternatives?

There is no one-size-fits-all approach to fulfilment. The right solution depends on factors such as store footprint, customer demographics, ecommerce volumes and operational priorities. However, as customer expectations continue to evolve, retailers should understand the strengths and limitations of the most common collection models available today.

According to Mintel, consumers are increasingly choosing delivery and collection options that minimise friction and maximise control over the post-purchase experience. As a result, retailers need collection strategies that balance convenience, efficiency and scalability.

Here are four collection models retailers should consider.

1. Traditional Staffed Click-and-Collect

For many retailers, staffed click-and-collect remains the most familiar option.

Customers place an order online and collect it from a designated in-store collection point, usually with assistance from a member of staff.

Advantages

• Familiar process for customers
• Easy to introduce using existing store infrastructure
• Provides opportunities for face-to-face customer interaction

Challenges

• Requires staff involvement for every collection
• Can create queues during busy periods
• Places pressure on store teams during peak trading windows
• Requires dedicated storage space

For retailers with lower ecommerce volumes, traditional click-and-collect can be an effective solution. However, as online order volumes increase, operational efficiency can become a challenge.

2. Dedicated Collection Counters and Service Desks

Some retailers operate dedicated collection areas that separate order collection from the main checkout experience.

By centralising fulfilment activities, businesses can create a more streamlined customer journey while reducing congestion elsewhere in the store.

Advantages

• Improves organisation and visibility
• Can reduce pressure on checkout staff
• Supports higher collection volumes

Challenges

• Requires dedicated floor space
• May still rely heavily on staff intervention
• Capacity constraints during seasonal peaks

While dedicated counters can improve operational workflows, they can also increase pressure on retail space, one of the most valuable assets available to retailers.

3. Third-Party Pickup Locations

Retailers can also partner with external collection networks, allowing customers to collect purchases from locations such as convenience stores, parcel shops or local collection points.

This approach can help extend collection coverage without requiring significant investment in additional infrastructure.

Advantages

• Expands customer choice
• Reduces collection traffic within stores
• Can improve accessibility for customers

Challenges

• Retailers have less control over the customer experience
• Branding opportunities may be limited
• Customer service issues may involve multiple parties

Third-party collection networks can be particularly attractive for retailers looking to broaden their fulfilment offer while maintaining operational simplicity.

4. Automated Collection Solutions

What Should Retailers Consider When Evaluating Collection Models?

Every fulfilment strategy should ultimately support two objectives:

• Improving the customer experience
• Maintaining operational efficiency

When assessing collection models, retailers should consider:

Customer Convenience: Does the solution offer flexibility around how and when customers collect orders?

Operational Impact: How much staff time is required to manage collections?

Space Requirements: How much store space is needed to support the solution?

Scalability: Can the model support future ecommerce growth?

Customer Choice: Does the solution align with evolving customer preferences?

These factors will become increasingly important as fulfilment moves from being a back-office function to a key component of the overall customer experience.

The Right Fit Depends on Your Business

There is no universally perfect collection model.

Some retailers may benefit from improving existing click-and-collect processes, while others may find that alternative approaches better support their customers and operational goals.

What matters most is understanding how customer expectations are changing and evaluating the options available.

Royal Mail estimates that approximately 15% of UK parcels are currently delivered through out-of-home locations, with that figure expected to rise to around one-third within the next five years. This suggests retailers should be actively reviewing how their fulfilment strategies will evolve alongside changing consumer behaviour.

Next Steps

Once retailers have explored the different collection models available, the next challenge is determining which solution is the best fit for their organisation.

Explore Your Options