Retail powerhouse Target is testing curbside pickup at 10 stores throughout the San Francisco Bay Area. The new fulfillment option is available through a partnership with Curbside, which provides a mobile commerce app that allows consumers to find, purchase and redeem products at their local stores faster and easier.
“At Target, we are always looking for new ways to improve the shopping experience,” said Casey Carl, President of Omnichannel at Target. “We’re excited to see how our Bay Area guests respond to the Curbside service, which provides an extremely convenient way for guests to get what they need on those days when every moment counts.”
Using the Curbside app on iPhone or Android devices, consumers can search for and purchase products, even if they’re from multiple stores. Inventory levels and product information is shared based on local store availability. Once a transaction is made, store employees fulfill the order and are notified via the app when consumers are approaching the location.
Advertisement
Since receiving $9.5 million in funding and support from several notable investors, including Sue Decker, former Yahoo! President and current Costco board member, Curbside is now available throughout the greater San Francisco Bay Area and plans to branch out to other areas in the near future. This expansion comes following a successful beta test in the San Jose, Calif. Area.
Target’s foray with Curbside is the latest in a series of significant investments in omnichannel inventory strategies. The retailer initially rolled out buy online, pickup in-store in 2013. During its Q2 2014 earnings call, Target revealed that digital sales, including flexible fulfillment, increased more than 30% during the quarter.
