CLIX: a true innovator in Click + Collect for retail

The Oxford English Dictionary defines innovation as the introduction of new things, ideas or ways of doing something. By this definition, Clix is a true innovator. We are introducing a brand-new way of facilitating Click + Collect for retail, with  technology that has never been used before. Our approach is revolutionary for both retailers and customers, enabling quick and convenient fulfilment and collection via a bespoke smart locker ecosystem.

The Clix difference

Clix is less about Click + Collect and more about Click + Connect. By replacing manned collection desks, we are not removing the contact a retailer has with a customer, we are enhancing it. The interaction goes from inconvenient and time-consuming to fast and efficient, with speedy provision of goods purchases online. Clix also presents the opportunity to tailor the BOPIS experience to the individual with rewards and incentives to make them feel valued by the brand.

Retailers are able to offer their customers the best possible Click + Collect experience without depleting their staff resource by manning a desk that isn’t always in use. Lockers can be tailer-made to house the diversity in the product range, while the user-friendly technology requires no training and can fit seamlessly into existing systems without the need for timely integration at trial. In short, Clix smart lockers provide the best Click + Collect solution available on the market today.

Retail industry recognition

Clix was one of just four companies shortlisted in the 2023 POPAI Awards for Innovation, winning Silver for its project with DIY giant, B&Q. The POPAI Awards is a showcase of those dedicated to achieving excellence in the retail industry. The accolade is the ultimate symbol of creativity and best practice in the industry – a hallmark of excellence that provides the benchmark for success and the catalyst for continuous improvement. It is proof that Clix is leading the way when it comes to facilitating Click + Collect in retail.

Real-life proof

The Clix smart locker trial in B&Q’s flagship store in Cardiff has been a resounding success. It not only met but exceeded the brief on all counts with a bespoke Click + Collect ecosystem tailored to the exact requirements of the individual store. The project has seen such positive results that a second store trial in Swindon is underway.  Here’s how it was done…

 

The problem

During the Covid-19 pandemic, B&Q Cardiff experienced triple-digit growth in digital sales, which its existing Click + Collect service was struggling to efficiently fulfil. The desk-based model was letting customers down, with slow service during peak times, and the manned desk was not utilising resource during quiet times. The existing collection area consisted of standard racking, where a drill would occupy the same-sized compartment as a lawnmower.

This inefficient use of space and employee resource often resulted in customer queues and poor service. B&Q needed a future-proof solution, allowing further growth in eCommerce while improving the customer journey and decreasing staff deployment. It also needed to utilise store space more efficiently, integrate seamlessly with the retail environment and aesthetic and improve data analytics by providing usable customer insights

The solution

Clix worked in partnership with B&Q to understand its operational processes and product range to meet their specific retail needs and avoid a one-size-fits-all service. We developed a deep understanding of B&Q customer profiles and buyer behaviour/needs specific to the Cardiff store, as well as listening to B&Q colleagues to ensure the system suited their requirements

The result was the installation of a bespoke, branded, modular smart locker system supported by our user-friendly, mobile-based technology. This allows autonomous collection via SMS weblink without the need to queue at a desk, download an app, use shared keypads or scan a QR code, which in turn eliminates queues and improves customer experience.

With staff no longer required to man a permanent Click + Collect desk, B&Q can re-deploy employees elsewhere in the store, focussing on loading orders and assisting with collection only when necessary for oversized items or age verification. Seamless integration with the store’s existing VoCoVo headset system facilitates this on-demand facility.

We designed the lockers to accommodate B&Q’s wide product range, with five different sizes to ensure space efficiency. The lockers were manufactured in MDF and steel, then branded in the retailer’s well-known colours to fit with the store aesthetic. The SMS received by customers pre-collection is also B&Q-branded to portray a seamless journey from ordering to collection.

The Click + Collect service also includes an automated request for customer feedback immediately after collection. B&Q receive real-time insights via a customised dashboard, showing customer behaviour and preferences. This is used to inform future marketing and business decisions, as well as aiding inventory management and product offerings, reducing locker downtime and improving customer experience.

The results

Since installing Clix smart lockers, B&Q Cardiff has reduced deployment in its Click + Collect area by over 105 hours per week. Pre-Clix, its feedback sample size was just 2-3% of customers, harvested via an emailed weblink post-collection. With Clix, an in-built automated feedback loop is activated upon collection. The sample size has rocketed to an unprecedented 53% and the store’s Click + Collect NPS score has risen by 9.1%.

The B&Q client was incredibly happy with the results: “Clix created a bespoke locker solution that is unique in its application to the diverse DIY product mix and space constraints, functional, reliable and aesthetically attractive, in keeping with the look and feel of our stores and aligned with our wider group ethical sourcing values. The real USP is the innovative agile PWA interface, that allows a more personal interaction with our customer, is dynamic and easily updated.”

Revolutionise your Click + Collect strategy

As a retailer, you want to provide your customers with the most convenient way of collecting their online purchase, while maximising the efficiency of your employee resource. You want a Click + Collect facility that works seamlessly with your existing processes, blends in beautifully with your retail environment and accommodates your product mix. You also want to ensure adaptability and futureproofing in your investment.  With Clix, you can achieve all of this.

Get on touch with our expert team today to revolutionise your retail space.