TECHNOLOGY

Target drives toward expanded curbside pickup

BY Dan Berthiaume

Target keeps adding its curbside pickup service to more stores.

Debuted in October 2017 and expanded in August 2018, Target Drive Up is now available at more than 1,100 stores in dozens of states. New stores offering the service are located in Arizona, California, Nevada, New Mexico, Texas, and Utah.

Drive Up allows customers to place an order in the Target app and select curbside pickup. Customers receive a mobile notification when their purchase is ready, and hit an “I’m on my way” button en route to the store. When they arrive, customers pull into a designated parking spot and an associate brings their order out to them.

Nearly 200,000 items, including home furnishings, toys, electronics, household essentials, non-perishable food, and baby-care, are eligible for Drive Up. Target built the supporting infrastructure in-house. Target plans to bring Drive Up to more stores during the year.

“With this expansion of Drive Up, we’re continuing the momentum from our coast-to-coast rollout last year to bring even more guests their fastest Target run yet,” said Dawn Block, senior VP, digital. “Guests love the ease and convenience of these parking lot pickups—in fact, it’s our top-rated fulfillment service. Adding Drive Up services to more stores is part of our effort to make shopping at Target faster and easier than ever.”

Curbside is becoming an increasingly common omnichannel delivery option, especially in the grocery vertical. A recent consumer survey from the National Retail Federation (NRF) suggests shoppers are receptive – 63% of respondents would like to use curbside pickup and 27% have tried it.

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