Collaboration driving high street footfall at Christmas

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Greater collaboration between online and brick and mortar retailers is driving new footfall on the high street in the lead up to Christmas, according to click and collect company Doddle.

The company said that it has found as many as 80 per cent of customers collecting or returning products in store go on to make additional purchases at the retailer. It said that 25-40 per cent of customers visiting Doddle concessions are new customers to the host retailer.

“UK retailers are becoming far more collaborative and open to partnerships that create better experiences for customers, even if it means sharing those customers,” said chief executive Tim Robinson.

“Our prediction is that 2018 will be the year we see some major strategic partnerships between pureplays and traditional bricks and mortar retailers resulting in a win-win result that drives both sales and footfall. A revolution for online and in-store fulfilment.”

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