No captionThe Warehouse has launched a \u2018Click and Collect\u2019 store in the Auckland CBD for customers collecting online purchases. The pop up store on Customs Street is 30 square metres with no inventory, unlike the retailer\u2019s suburban stores known as Red Sheds. Customers shopping online can select this store for collection for purchases. They can also shop at the store through its \u2018Endless Aisles\u2019 service and pay by credit or debit core. The store is cashless. Endless Aisles is available in all The Warehouse stores and links checkouts with The Warehouse website. All stores can access the full range online and makes that available to customers at checkout. \u201cThe store is an opportunity for the company to test the concept and learn what works best for customers, before considering opening similar stores at other sites convenient to large numbers of customers,\u201d says Craig Jordan, chief digital officer, The Warehouse. Craig Jordan, The Warehouse chief digital officer: 'The store is an opportunity for the company to test the concept and learn what works best for customers.' \u201cClick and Collect is proving very popular among our customers, as they enjoy the convenience of being able to pop into a store or pick-up point, grab their order and keep moving,\u201d he says. The Warehouse Group has reported its online sales have grown from $18.8 million in 2011 to $149.2 million this year. Jordan says a \u2018clicks and bricks\u2019 retail model was proving to be more effective than pure online especially for the range of products at The Warehouse, because of the choice and flexibility it offered customers.On trend Deloitte has named \u2018click and collect\u2019 as among the top technology, media and telecommunications trends that will be making the greatest impact this year. It predicts the number of \u2018click and collect' locations in Europe will reach half a million in 2015, a 20 per cent increase on the previous year. New Zealand retailers are also predicted to expand through \u2018click and collect\u2019, according to a report Deloitte presented at the recent Minter Ellison Rudd Watts\u2019 Technology, Media and Telecommunications Summit in Auckland. The trend, says Deloitte, is driven by the convenience of shopping online. The report states an estimated $3 billion is spent annually by New Zealand consumers in online purchases. \u2018Click and collect\u2019 will likely become an increasingly fundamental part of e-commerce offerings, says Deloitte. Related: CIOs urged to take the lead in testing the business cases for digital technologiesSend news tips and comments to email@example.com Follow Divina Paredes on Twitter: @divinap Follow CIO New Zealand on Twitter:@cio_nz Sign up for CIO newsletters for regular updates on CIO news, views and events. Join us on Facebook.