The post-holiday blues are real for some retailers, but not for Target. The corporation clocked in at 5.7% store growth through December, as opposed to 3.4% from the same period last year. Here’s how Target used a single feature to lift sales and spirits this holiday season.
Instead of focusing on what other retailers (read: Amazon) were doing, Target zeroed in on what they weren’t. Enter in-store pickup for online orders, a feature that brought in sales of 60% more items along with ‘Drive Up”, where customers can pick up their purchase at a designated spot, and ship from store. The slew of in-store/designated spot pickup for online orders was especially meaningful for last-minute shoppers, as it saved precious time and eliminated the usual holiday stress.
In the past, Target has made timeliness and stress-elimination a priority. For example, the store offers a full range of fulfillment options with same day delivery and pickup. On its site, it features advanced site functionalities like add to cart for school specific shopping lists. It was also featured as a popular retailer on the majority of coupon sites studied in Gartner L2’s Digital IQ Index: Big Box.
By finding a way to differentiate itself, Target managed to remain a bright spot within a rickety retail sector. And though brick and mortar may seem dated, in-store pick up is proof that physical locations still have one very important and helpful purpose.