Department store chain John Lewis is weighing up expanding its click-and-collect service into petrol stations as it seeks to offer more convenience to its customers.
Commercial director Andrea O’Donnell said John Lewis was thinking about rolling out to petrol stations. “What could be more convenient for customers?” she said. “Research showed that customers considered the petrol station the third most convenient location to pick up and return purchases.” Only newsagents and convenience stores ranked higher.
She said the idea was tabled as John Lewis sought to differentiate itself from competitors through convenience. Online is a growing part of John Lewis’ business and now accounts for 17% of its overall sales. It widened its click-and-collect service to 23 Waitrose shops last year.
O’Donnell said the retailer was exploring whether petrol stations had enough storage space for its collection service.
The initiative comes as rival department store House of Fraser seeks to open small shops solely for click-and-collect. House of Fraser is understood to have considered taking space in railway stations.
Deloitte head of multichannel Colin Jeffrey said retailers could grow sales by upping convenience.
He said customers expected more all the time, so adding value through convenience was one way to differentiate.
Parcel delivery service Collect + delivers orders to convenience stores, including petrol stations, for retailers such as Asos and New Look. Chief executive Mark Lewis said: “A good location must be convenient, have lots of storage and be secure.”
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