Why should an online collection wait like everyone else

I’m a little disappointed. Usually when places offer online collections, you don’t have to join the ridiculously long queue, if there is one. Today I visited Truworths Clearwater and was asked to wait in line. Mind you, it was a very long line. Maybe Truworths should offer click and collect just like Mr Price does. If I’ve ordered online, I don’t see why I should wait in line like everybody else. The reason some of us order online is to avoid the long wait. Just a suggestion though.