River Island has introduced an innovative new ‘click and don’t collect’ service in partnership with Shutl, a fulfilment specialist owned by eBay.

Click and Don’t Collect is the first service of its kind designed to solve the growing issue of non-collection of online orders instore and improving delivery flexibility for customers who increasingly want more control over their orders. It will enable customers who are unable to collect their items to have them delivered within 90 minutes, or at a time of their choice, for the price of £4.95. The new service comes after research by Shutl and Retail Week revealed that 20% of shoppers who buy online will ask for a refund on their goods rather than collect in store.

River Island CIO Doug Gardner stated, “The rigours of modern life mean that it is not always convenient for them to take the time to go and receive their goods, and, in order to avoid simply refunding the customer, we found the solution offered by Shutl highly effective in terms of customer convenience and saving sales.”

“Non-collection continues to be a headache for retailers,” said Shutl Chief Executive Tom Allason. “Not only does it result in lost sales, but there are practical implications too – for example, how to hold additional stock and where best to direct online customers from a store layout perspective.

By giving customers control over the delivery of their click and collect purchases, we’re removing the barriers of in-store collection and ensuring greater order fulfilment.”

Click and collect was seen as having a competitive advantage in becoming a requirement for multichannel retailers. Shutl commissioned a report which showed that after placing an order online, one-fifth of UK shoppers requested a refund instead of collecting instore, leaving retailers with stock level issues. ‘Click and Don’t Collect’ uses Shutl’s existing on-demand delivery platform and a nationwide network of carriers, the service can be operational within hours and a link from the collection notification email will take customers to a pre-populated form from which they can make the necessary arrangements.