By Nathalie Voit
Target announced on Feb. 23 it plans to expand its popular curbside pickup service Drive Up to include return options and Starbucks orders, according to a press release from the company.
RedCard customers will be able to add Starbucks orders and make returns when using the company’s same-day pickup service as soon as this fall. The Minneapolis-based retailer will also expand the number of product offerings available at Drive Up so guests can “pick up everything on their lists,” according to the announcement.
The new services will be added at select stores this year. Currently, the retailer has a Starbucks Café inside many of its locations.
“Our guests continue to tell us they love the ease and convenience of Drive Up, and they have been asking us to add even more of the Target experience to the service. Adding a Starbucks order and easy returns, while expanding our backup item options, will give guests even more of what they love about shopping at Target, quickly and easily,” Target’s chief stores officer Mark Schindele said on Wednesday.
Target’s same-day services were implemented last year as demand grew for more contactless ways to shop during the COVID-19 pandemic. The services have been a hit ever since, enabling the company to more than double its digital footprint over the last two years.
With Order Pickup, customers can quickly retrieve online purchases made at home in-store. Shoppers can also opt for Target’s at-home delivery service, which will deliver goods straight to their house with Shipt.
Target said Order Pickup, Drive Up and Same-Day Delivery with Shipt accounted for more than half of all e-commerce sales since 2020.
In addition to incorporating returns and Starbucks orders, Drive Up offers a range of other innovations, including “Adult Beverage pickup” for alcoholic drinks; ‘“Shopping Partner” — a feature that allows guests to send someone else to pick up their Drive Up or Order Pickup order; “Forgot Something” — which allows guests to easily order forgotten items after a Drive Up or Order Pickup order has been placed; plus more Shipt shopping personalization,” Target said.
The ”backup item” functionality within Drive Up also allows guests to select a secondary backup item in the event their first-choice item is unavailable for pickup, according to the announcement.
The company is set to release its fourth-quarter earnings next Tuesday.