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Only one in four dealers think click and collect is good for business

Philip Nothard

Cap HPI claims that only one in four dealers believe click to buy initiatives are a good for their business following research into the concept.

The survey, by cap hpi, also showed that 54% of dealers felt click to buy wa a threat to the physical retail sites, and 45% believe it will impact negatively on profitability.

Commenting on the findings, Philip Nothard retail and consumer specialist at Cap HPI, said: “It is early days for internet based sales, and it is clear that many dealers remain to be convinced about the benefits. There is potential for a clicks and bricks retail model, epitomised by Argos, where sales volumes are increased by empowering the consumer to choose their purchase route.

“Each manufacturer is approaching the growth of this channel and the relationship with their dealer networks in different ways. This may well have an impact on the results.”

Dealers believe the consumer isn’t ready to make the leap to online.

The survey showed 43% say consumers aren’t ready and 32% were unsure about consumer attitudes.

Nothard added: “When Amazon launched it was met with scepticism, but now we are all comfortable buying everything from books to groceries online.

“The manufacturer's approach to this channel will become increasingly data rich and personalised.

“Sales can be increased by giving the consumer a choice between walking into a physical dealership, ordering online and picking it up from a dealership or shopping centre or having it delivered straight to a home.”

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