Shopping centre owners around the UK are enticing online shoppers into centres by incorporating click-and-collect services into their malls.

Doddle, the purple click and collect company, has launched in Bullring in Birmingham and Westfield London, providing its click and collect service that enables customers to receive online shopping from any retailer as well as process returns.

The new outlets double Doddle’s shopping centre footprint, with established sites at Westfield Stratford City and Ealing Broadway Shopping Centre. Both stores have performed well since launching, featuring in the top 10 Doddle stores by parcel volume.


Tim Robinson, Doddle CEO, said: “The attitude of shopping centres to click and collect has rapidly evolved over the last two years. 

“With the click-and-collect market growing by 155% between 2011 and 2015 and accounting for nearly 25% of all online sales,[1] shopping centres’ around the country are increasingly viewing click and collect as an essential service and footfall driver. As a result, we’re finding centres are approaching us to establish partnerships, rather than the other way around.”


Myf Ryan, Chief Marketing Officer, Westfield UK & Europe, said:  “We are excited to welcome the new Doddle click-and-collect service to Westfield London. The digital revolution has fundamentally changed how we shop, consumers want a convenient and seamless blend of online and physical shopping and the retail ecosystem needs to respond. 

“Westfield’s broader marketing strategy focuses on being at the forefront of innovation to deliver customer services that seamlessly blend the physical and digital worlds of retail in the most convenient way.”


Michaela Moore, General Manager at Bullring, added: “Doddle has proved to be a great addition to Bullring. With the popularity and unprecedented rise in the use of click and collect, it is important that we respond to rapidly shifting consumer expectations and ensure that Bullring has the services that we know makes the shopping experience even more convenient, easy and enjoyable for our customers.”


[1] IMRG Click & collect update (April 2016)