Visiting the first Bunnings store in the UK is on our list-to-do right now but in the meantime I’ve been doing some reading up. In one article a quote from Bunning’s boss, PJ Davis jumped out:
“I think click and collect is borne from retailers not being reliable or out of stock” and that they won’t be doing “any of that rubbish”.
It makes a change to hear something like this against a backdrop of multichannel speak, but is it wise?
Bunnings is a really strong brand in their native Australia and are well known for live product demonstrations and famous for its “Sausage Sizzles” where they give away food from the barbie at the weekend. Maybe this will be refreshing in a more uptight UK market.
I find it difficult to see click and collect as borne of retailers’ reliability problems though. The majority of click and collect customers are shoppers who have already used your store (and liked it) so it makes sense to give them other ways to buy from you.
What’s more, it gives them another reason to make a return visit and, if done in the right way, can reinforce the perception of service and increase basket size.
Bunnings do a terrific job of providing genuinely useful “how-to” videos on their website and with social/peer recommendations growing this has real potential to build a substantial online following. Go further and use it to drive customers in store and it could be phenomenal.
I find Davis’ attitude to click-and-collect puzzling. For something that makes customers’ lives easier and unlikely to sacrifice store sales or visits, it seems to fly in the face of providing a great service. Add the fact that your competitors already have it in place and it makes it even more compelling.
Maybe the Sausage Sizzle will be enough, but if it was my store I wouldn’t be dismissing click-and-collect so quickly.