Development of Click and Collect service : case company, BAUHAUS Espoo

The thesis examines the Click and Collect service in BAUHAUS department stores with a focus on Espoo department store. Due to the increasing demand for the service, the department stores have at times experienced difficulties in answering the demand and maintaining the expected level of service. The aim of the study is to explore the main pain points that currently exist in the delivery of the Click and Collect service including internal processes and customer experience. Consequently, the intention is to find a way to propose for logistical changes including a new Click and Collect area inside the department store. To determine the factors in need of further investigation or improvement, interviews were carried out with all the department stores in Finland, including the executive management in each department store. With the findings from the interviews, a questionnaire was formed and was carried out among the same respondents. The objective of the questionnaire was to further rank the pain points and to decide which of these the thesis would focus on. In addition to the qualitative and quantitative research, the author's own observations regarding the Click and Collect service in the Espoo department store were included in the research. To find the correct approach to propose solutions to the identified problems, literature regarding service design was reviewed. Additionally, studies regarding customer preferences and expectations regarding Click and Collect service were reviewed. Since the company already had relatively good knowledge of the customer profile and expectations of the customer, a service blueprint that focuses more on the internal processes was chosen as the method to approach the issues. A blueprint was created for the current service delivery process and areas where both internal resources and the customer’s time is wasted were pointed out. Consequently, a new blueprint was made showing the process delivery with the new Click and Collect area, which evidently indicates the fact that time could be saved in both internal processes and the customer experience could be enhanced