How to create a valuable click and collect design in-store

Abstract

The last year the current retail world was turned upside down, due to the global COVID-19 pandemic. This forced retailers to close their stores and led to multiple bankruptcies. While other markets were struggling, the click & collect market seemed to turn these events into new opportunities. With the increase in popularity, the amount of retailers who performed click & collect systems grew immensely. The desperate need for selling products during the pandemic led to new attempts to design a valuable click & collect system. This thesis investigates how retailers can improve and design a great click & collect experience. The need for pleasure makes way for a convenient and time-saving solution, for which new customer values arise. These values are crucial when organising and designing an in-store collection point. By combining specific customer values and creating design principles we can use the click & collect to create long-term value towards the brand. The investigation results in a framework that helps retailers and designers to create their own click & collect system. The thesis ends with a design project that validates the proposed framework.