“The rollout of click-and-collect service marks the next stage in Card Factory’s omnichannel strategy which has already seen it expand its model store format, designed to enhance the in-store shopping experience by incorporating digital elements. The new click-and-collect service is a significant move that will give its customers more access and flexibility to the retailer's value-focused gifting offer and is well timed ahead of Father’s Day.
While it has increased its focus on its store portfolio as shoppers returned to the high-street, it is clear that the retailer is directing efforts in developing its online capabilities with new omnichannel services that will help make for a more seamless shopping experience. The new click-and-collect service is available on its app, an area that will be crucial in moving forward its omnichannel ambition. Mobile commerce is an area its rival Moonpig has excelled in over the pandemic with the retailer using its customer data to provide its customers with personalised gifting offers bolstered by its speedy in-app delivery options. The new service will allow Card Factory to connect to and understand its customers more in-depth and the next step will be to make sure the service is supporting last-minute gift shoppers with quicker collection speeds, as currently it takes up to three working days for orders to be ready for collection.”