Starbucks available to add to Target Drive Up orders; Credit: Target
Target is allowing customers to add their favorite Starbucks drinks and food to their Target Drive Up orders.
The service is rolling out to more than 1,700 Target stores nationwide after piloting the service in 240 Target stores in California, Delaware, Minnesota, New Jersey, New York, Pennsylvania, Texas, Washington, and West Virginia in 2022. Target is the first retailer to provide this service at this scale.
Target developed the capabilities in late 2021 and tested the service with their team members. Reportedly, 81% of retailers currently offer curbside pickup offerings, with 7% planning to add it in the next 12-18 months, showing it as an area retailers are strongly invested in.
Drive Up guests will have the ability to place their usual orders through the Target app. After receiving notification their order is ready, shoppers will notify baristas they are on their way. Guests will park their cars in the designated area and press the “I’m Here” button in the app to allow team members to bring their orders directly to their vehicles.
“Our guests have long told us Drive Up is a game-changer, adding convenience to their daily life, especially when they’re short on time,” said Mark Schindele, chief stores officer, Target. “We’ve continued listening to our guests, who’ve told us overwhelmingly that Drive Up with Starbucks would bring even more ease and joy to every Target run. This one-of-a-kind service — available only at Target — is the latest example of how we’re innovating every day to meet the needs of our guests.”
In recent RIS studies, personalizing the customer experience and consumer apps were top tech priorities for 2023, and accelerating fast fulfillment capabilities were shown as a top tech-driven strategy over the next 18 months. Target has leaned on technology innovation to drive service offerings or their Drive Up service. Earlier in the summer, Target made product returns available at Drive Up for no additional charge at nearly 2,000 locations, and it earned one of the highest Net Promoter Scores of Target's services.