In time For Holiday Crush, Target Promises Improved In-Store Pickup

Target's online order/in-store pick up will be emphasized at 325 U.S. stores; as for the vow: 90 percent of purchaeses will be ready for pickup at the store within an hour (up from 85 percent last year).

Target is rolling out several upgrades to its online purchase/in-store pick-up program that promises faster service at all its 1,800 U.S locations.

In-store pick-up, on top of with expanded mobile payments and beacons, has been a central part of the Minneapolis department store chain’s omnichannel strategy for the past two years.

Target shoppers who buy items online should be able pick up your order beginning at 6 p.m. when stores open on Thanksgiving Day, rather than waiting for Black Friday.

The company is also making the bold promise that 90 percent of orders will be ready for pickup at the store within an hour — up from 85 percent last year.

“Thanks to the efforts of our team and enhancements to processes and technologies such as RFID,” a Target rep says. “Say our team members are having difficulty locating an Order Pickup item in the store — that’s going to slow down the process and delay your pickup time. With RFID technology, our team members can quickly and accurately find what they’re looking for so we can complete your order and deliver everything you’re looking for without having to make you wait an extra minute.”

The in-store fulfillment services will receive a little extra promotion at 325 U.S. Target stores. Staffers will be sporting “order pickup” t-shirts throughout those locations to provide extra help during the holiday season.

“About 80 of our top-volume Order Pickup stores were remodeled this fall to offer an elevated in-store experience,” a Target blog post says. “Some stores now have an appointed Order Pickup check-out area housed right within the Guest Services, Exchanges and Returns space. In other stores, Order Pickup has a designated space all to itself, keeping order fulfillment completely separate from the other services we offer.”


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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.