Driving Click & Collect Sales
A UX-Led approach to doubling sales after one sprint
Optimising wilko’s Click & Collect experience in just 2 weeks, I led UX improvements that doubled sales in one sprint by enhancing visibility, clarity, and trust - addressing customer confusion post-administration.
Challenge
Click & Collect sales were underperforming, missing Q2 targets significantly. Stakeholders sought a way to drive sales growth in days/weeks and not months/years.
Project mission
Deliver a rapid sales boost through UX optimisations.
Outcome
Click & Collect revenue doubled after just one sprint (2 weeks) - 0.25% to 0.5%.
Background
Wilko, a well-known high street brand, had a strong retail presence before entering administration in 2023. Pre-administration, Click & Collect allowed same day store access, stopping customers from having to pay delivery fees (one of the biggest barriers to conversion).
However, after Wilko was acquired by The Range and store locations dropped from 400 to 220, Click & Collect lost effectiveness due to customer confusion around whether wilko were still in business.
This section details the step by step approach I took to drive the project
Stakeholder kickoff
I mapped the Click & Collect journey in FigJam and presented to stakeholders. During this kickoff session I gathered insights from the Head of UX, Head of E-commerce, CRO Manager, Digital Designer and Project Manager around the current state of wilko’s Click & Collect service and identify pain points.
Key findings:
Click & Collect (C&C) was not visible early in the journey
C&C benefits were not easily discoverable
Store locations post-administration were unclear
Previous friction points included misleading collection times
Data review
I reviewed pain points feedback, prior to administration, which revealed confusion around collection times. I also used Hotjar click maps to validate the problem areas.
Weekly sessions
I collaborated with stakeholders to provide feedback and refine solutions.
I enhanced Click & Collect visibility, clarified key benefits, and improved store locator access. This ensured users could easily find, understand, and trust the service.
Increasing visibility
I added a Click & Collect quick link to the homepage UVP bar linking to the C&C FAQ page.
I collaborated with the Senior UX Designer and CRO Manager to Introduce a ‘Click & Collect is available’ filter on the PLP to improve discoverability.
Clarifying benefits
I implemented SLA messages (key C&C customer incentives) in added to basket modals and the PDP C&C purchase area and introduced a ‘How Click & Collect Works’ modal on the PDP to address any crucial customer concerns and reduce anxiety.
Improved store locator access
Using Hotjar click rate insights I replaced low-performing nav and mobile menu options with a store locator button to ensure users have access to their nearest store.
Click & Collect weekly sales doubled after one sprint.
However, cancellation rates also doubled. Earlier in the project, I highlighted negative Trustpilot reviews and high Click & Collect order cancellation rates sharing them with stakeholders; explaining that this should be addressed first. Our head of e-commerce confirmed that this is already being addressed so we should only focus on how to boost sales.
We later found that a lot of the order cancellations were caused by the staff at the stores. `Some staff didn't take the time to look for an order; deciding instead to just cancel them. I couldn’t influence or improve this situation directly as I didn't have operational authority, however, this was later addressed as all order cancellations now had to be approved by store managers first.
Wrong focus
If you boost sales you'll most likely boost cancellation rate as you aren’t fixing the main problem.
Fix pain points first, then drive traffic
UX can boost conversion, but the core challenges and main customer pain points must be addressed first for sustainable success.