Curbside pickup has evolved from a temporary lifeline during the COVID-19 pandemic into a permanent fixture in the retail landscape. What started as an emergency measure to keep commerce moving during lockdowns has become a defining feature of modern shopping behavior. Last year alone, U.S. consumers spent more than $132 billion on pickup orders, underscoring how deeply this model has reshaped how people interact with retailers.
This evolution reflects a larger truth: convenience is no longer optional. It’s a baseline expectation. Consumers increasingly demand quick, efficient and flexible shopping experiences, making it one of the most enduring legacies of the pandemic era.
Yet, as demand for curbside grows, so too do the challenges. Customers waiting in their vehicles may be exposed to rain, snow or excessive heat, creating conditions that are not only uncomfortable but potentially unsafe. Once designed primarily for traditional foot traffic, parking lots are now high-demand zones where confusion and congestion can easily ruin the customer experience. For retailers, the challenge is clear: how can they meet customer expectations for speed and convenience while also delivering safety, comfort and efficiency?
The answer, increasingly, lies in infrastructure. Covered curbside pickup structures are emerging as one of the most effective ways for retailers to refine their strategies, safeguard their operations and elevate the customer experience.
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Enhancing the Customer Experience
Curbside pickup has transitioned from a niche service to a mainstream expectation, allowing shoppers to order online, pay in advance and collect purchases on their own schedule. This model saves time, reduces delivery fees and provides a flexible option for customers who want to avoid in-store crowds. For parents with small children, seniors with mobility limitations or families managing large, bulky purchases, curbside pickup isn’t just convenient, it’s transformative.
However, convenience alone is not enough to keep customers coming back. Retailers that want to build long-term loyalty must go further by ensuring that the curbside experience is seamless, comfortable and safe. Covered pickup areas are a powerful solution because they communicate a brand’s commitment to its customers. A thoughtfully designed structure does more than shield people from the elements; it shows that their time, comfort and well-being matter.
For employees, these structures also provide protection from the elements, creating safer working conditions and reducing risks like slips, falls and heat-related stress. By addressing the needs of both customers and staff, retailers elevate the entire curbside experience, strengthening trust and reinforcing their reputation as service-oriented leaders.
Streamlining Traffic Flow and Safety
Another key advantage of covered curbside pickup areas is their ability to organize traffic flow. A designated structure is a clear visual cue, signaling where customers should drive and park. This reduces confusion in busy parking lots, minimizes congestion and lowers the risk of accidents.
A smoother traffic flow benefits not only curbside customers but also in-store shoppers. With vehicles directed to the right place and employees moving efficiently between cars and the store, foot traffic inside remains undisturbed. The result is a win-win: curbside orders are fulfilled quickly, and in-store shopping remains a pleasant experience.
Best Practices: Selecting the Right Partner for Curbside Pickup Structures
As more retailers invest in curbside infrastructure, choosing the right partner to design and build these structures becomes a critical step. A well-executed project can transform a parking lot into an asset that enhances safety, efficiency and customer loyalty. A poorly executed one, by contrast, can create headaches and undermine the very benefits it was meant to deliver.
Here are several best practices for selecting the right partner:
- Prioritize experience in retail environments: Look for providers that understand the unique challenges of retail settings. They should have a proven track record of designing structures that balance functionality, aesthetics and durability.
- Evaluate customization options: Every store layout and customer base is different. The best partners offer customizable designs that can adapt to specific site conditions, branding needs and operational workflows.
- Consider durability and maintenance: Curbside structures face constant exposure to the elements. Ensure your partner uses materials that can withstand weather extremes and provide clear maintenance plans to preserve safety and appearance.
- Ask about safety standards: From structural integrity to ADA compliance, safety must be built into every step of the design. Choose a partner that emphasizes compliance with local codes and industry standards.
- Look for integrated technology: As curbside evolves, technology plays a growing role. From digital signage to order tracking systems, select a partner that can integrate technology that enhances efficiency and improves the customer experience.
- Assess scalability: What works at one store should be replicable across many locations. A good partner can create scalable solutions that streamline rollout across a retail chain.
Ultimately, the right partner should feel like a strategic collaborator rather than just a vendor. Retailers that treat this as a long-term investment, rather than a quick fix, will realize greater returns in customer satisfaction and operational performance.
Industry Trends and Long-Term Value
Looking ahead, the retail landscape will continue to evolve toward hybrid models that blend digital convenience with physical store experiences. Curbside pickup sits at the heart of this shift, bridging online ordering with real-world fulfillment.
Covered pickup structures, once considered a “nice-to-have,” are quickly becoming an essential component of this model. They add tangible value by improving safety, enhancing comfort and reinforcing a retailer’s commitment to service excellence. Just as drive-thru lanes transformed fast food decades ago, curbside infrastructure is reshaping how consumers interact with retail spaces today.
For retailers, the long-term value is improved efficiency, stronger customer loyalty, safer working conditions and a brand identity that stands out in an increasingly competitive market. Those who invest now will be positioned as forward-thinking leaders, ready to meet the evolving expectations of modern consumers.
Future-Proofing the Curbside Experience
By investing in covered structures, retailers are doing more than responding to today’s challenges; they are preparing for tomorrow’s opportunities. These investments transform parking lots into strategic assets that elevate the customer journey, safeguard employees and create lasting operational value. In a world where convenience drives loyalty and loyalty drives growth, covered curbside pickup structures are not just an upgrade but a competitive advantage.
Keith Busam is VP of Business Development and Sustainability at Vehicle Protection Structures (VPS), where he brings more than 20 years of experience in sales, strategic growth and client partnerships across education, government and commercial sectors. A UC Santa Barbara graduate, he is recognized for his leadership, negotiation expertise and commitment to mentoring the next generation of professionals.
