Target is tapping tech to make its stores a safer destination during the holidays.
With holiday competition expected to be fierce, the No. 8 retailer is updating its app, stores and checkout experiences with the hopes of making consumers more comfortable about their ability to retrieve items quickly during the pandemic.
It’s now offering contactless self-checkout using Wallet, the mobile payment option in its app, providing hands-free checkout experiences whether via an associate or a self-checkout area.
The app has also been updated so consumers can adjust in real time if they want to retrieve their order using buy-online-pickup-in-store (BOPIS) Order Pickup or Drive Up services, even after they’ve arrived at the store.
Shoppers can also make reservations on Target’s website. The site will indicate if there is a line outside; if so, they can reserve a spot and receive a text notification when it’s their turn to enter the store.
The retailer is doubling the total number of Drive Up spots for curbside delivery, adding almost 8,000 more, and consumers can now display their order and personal ID number through their car window to skip bar code scanning. The number of products available through the service has been greatly expanded this year.
Finally, it’s also adding 1,000 more MyCheckout mobile devices to its associates for faster transactions.
“Year over year, the investments we’ve made in our business and team have made Target the easiest place to shop in America. As we’ve navigated the pandemic, that focus has evolved to ensure we’re also creating the safest place for our guests to shop,” said Target CEO Brian Cornell in a statement. “As we approach the holidays, guests can feel confident in choosing Target – a safe experience, incredible value, and a differentiated assortment that will help them celebrate the joy of the season.”
The system, which enables batch picking of multiple orders at once, is designed so it can be scaled down to a small backroom micro-fulfillment center or scaled up for use in a dark store or even mass distribution center.