Drones and Virtual Experiences: Shipt Launches Innovation Lab to Explore Delivery’s Frontier

Shipt has launched an innovation lab focused on “big thinking to centralize delivery and product experiments across the country,” according to a statement from the company, which is an independently operated subsidiary of Target. The lab will explore the potential of newer fulfillment methods like drones, as well as monetizing virtual experiences that can put CPG and retail brands in front of the next generation of customers.

Additionally, the lab will explore ways to deepen customer connections and further personalize the Shipt experience, building on offerings like the “Cool Finds” program that helps customers discover shopper-recommended products such as pumpkin spice cereal and pizza cupcakes. Shipt had added a Hosting Hub with curated lists of trending products for barbecues and other get-togethers in June 2023.

Shipt already has experience in the metaverse; in 2023 the company teamed up with online gaming developer Voldex for a back-to-school shopping immersion within Driving Empire, a popular racing experience on Roblox. The Shipt experience generated more than 5 million engagements in just its first two weeks, demonstrating the potential of such campaigns.


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