Target has now expanded its Drive Up curbside pickup service to about 1,750 stores in all 50 states, a first in retail, two years after its launch as an insourced offering when a pilot failed with an outside provider. Just weeks ago,Target announced an expansion of the service to 1,500 stores in time for the busy back-to-school season.
Target reported strong Q2 performance, with 34% growth in ecommerce sales, nearly 75% of which was attributable to its same-day order fulfillment strategy including buy online pickup in store, curbside pickup and local delivery. The retailer beat expectations on earnings, comp growth and revenue, and raised 2019 guidance.
Walmart reported a 37% increase in ecommerce sales in Q2, the same as in Q1 and supported by strong growth in grocery, as its massive digital investments and focus continue to pay off in its locked battle with Amazon. The company is projecting full-year ecommerce growth of 35%, leveraging its huge store base for fulfillment.
Target is expanding its free curbside pickup program, Drive Up, ahead of the busy back-to-school season, making it available at 1,550 stores and adding coverage in the Northeast, the company reported in a blog post. Several markets are being added in Massachusetts, Maine, New Hampshire and Rhode Island, with expansion in others.
After weeks of concentrating its fire on Amazon, Walmart is now dealing with a flank action from Target as the latter has fully integrated its Shipt same-day delivery service with Target.com. Walmart, for its part, just launched a $98 per year subscription program for same-day grocery delivery, a service that normally costs $9.95 per order.
Target reported ecommerce sales growth of 42% in the first quarter, with positive guest response to same-day digital fulfillment services. The quarter marked Target’s eighth consecutive quarter of comparable sales increases. CEO Brian Cornell said the retailer’s comparable sales growth of 4.8% was a bit ahead of expectations.
While Amazon dominates ecommerce overall, accounting for roughly half of all online consumer sales according to some estimates, it is not out in front in the grocery wars as competitors like Walmart and Target with more physical assets are winning in curbside pickup.
Despite the big push behind e-grocery, including significant investments in technology and delivery by major retailers such as Target and Amazon and mainline grocers such as Kroger, Ahold Delhaize and Albertson’s, the demand isn’t quite there yet, according to a recent survey from Mercatus.
Free shipping for ecommerce orders is an increasingly high priority for U.S. consumers, who are also embracing buy online pickup in store, according to a new Consumer View report from the National Retail Federation. The report found that 75% of consumers expect free delivery even on orders under $50, up from 68% last year.
In the never-ending pursuit of Amazon and seeking separation from other foes like Walmart, Target has announced the availability of same-day delivery in 46 states ahead of the peak holiday season from Thanksgiving through Christmas, while also eliminating its $35 order threshold for free two-day shipping as of Nov. 1.