A top priority for any retailer is to create a great customer experience. Part of that great experience consists of making consumers’ lives easier. Needless to say, that is why flexible order delivery and pickup options, such as buy online, pickup in-store are so successful. They give consumers more control, and allow them to get their products at the time and place they want.
Target is bringing its omnichannel order fulfillment tactics to the next level by testing curbside pickup, which will be implemented with help from startup Curbside. With the Curbside mobile app, consumers will be able to search for products, complete purchases and reserve their orders for pickup at a nearby location. The curbside pickup option is being tested in 10 locations throughout the San Francisco Bay area, but we couldn’t help but wonder how this move would help bring the Target brand forward. Below, the RTP editors share their thoughts:
Debbie Hauss, Editor-in-Chief: I think curbside or drive-thru pick-up is a must-have for Target. Walmart already is offering drive-thru pharmacies and currently is testing drive-thru grocery pick-up. Of course Target is going to have to work out some logistical issues and figure out where it makes sense to offer the service among its close to 1,800 stores. I’m curious, though, why Target would not have created its own program/app internally instead of joining this service.
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Alicia Fiorletta, Senior Editor: When I heard this news I couldn’t help but think about my sister, who has four-month-old twins. It’s a challenge for her to leave the house sometimes, let alone run necessary errands to pick up groceries, formula and diapers. This offers a great option that allows her to get out of the house without having to deal with the hassle of getting the babies out of the car and venturing throughout the store to get her items. It seems like it is still very early in the testing process, though, so I’m excited to see how consumers respond and what Target’s strategy will be to expand the initiative.
Rob Fee, Managing Editor: Getting the products you want in a fast and convenient way is certainly attractive for shoppers, but I wonder what retailers are giving up by offering this. I can’t remember the last time I walked into Target, bought exactly what I needed and left. A pack of gum or bottle of water inevitably gets added to my cart. Curbside or drive-thru options eliminate my impulsive purchases from any order. These options also keep me happier and more likely to return though, so maybe everybody wins.
Glenn Taylor, Associate Editor: If I’m in a pinch, maybe I would consider using the service. Usually, I take my time whenever I’m out shopping anyway, so this service might not be for me. However, I see the potential benefits involved with consumers looking to make a quick purchase, especially if a shopper looks to eliminate any distractions. If the service speaks to these customers, Target’s brand differentiates itself in a positive way from competitors that don’t already have a similar offering.
Brian Anderson, Associate Editor: I think that any sort of service that requires consumers to do less work in order to obtain the desired product will bring a lot of value to retailers. The easier it is to purchase and receive a product, the easier it is for consumers to decide to purchase that product. These kinds of partnerships also give retailers the opportunity to make the buying process more customer-centric. For example, I know I’d have nothing but nice things to say about a retailer who has an employee walk my items to my car – especially if the weather is terrible.
