Target Launches In-Store Reservation System Ahead of Holidays

Target is ramping up its online services to make shopping safe and easy during the busy holiday season.

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Need to Know 

  • As Target prepares for the holiday shopping season, the major chain has launched a new reservation system for shoppers to save their spot in line at physical store locations.
  • After a year of massive digital growth, the popular retailer is also adding nearly 8,000 parking spots for easy curbside pickup and plans to hire 130,000 seasonal workers to handle online order fulfillment throughout the holiday season.
  • Since the onset of the pandemic, Target’s online orders have grown by 195% and curbside pickup has grown by 700%.

Analysis

In an effort to streamline holiday shopping in a post-pandemic world, Target has set up a new online reservation system for in-store shoppers to save their spot in line. 

As the number of COVID-19 cases continues to rise in the U.S. and around the world, businesses have to plan ahead for the busy coming months. Says Target CEO Brian Cornell, “Our teams have continued to innovate and iterate to make sure that Target is the safest place to shop as we go into the holiday season.”

Target has introduced a number of new measures this year to make in-store shopping as safe and easy as possible for customers. The popular retailer has already introduced contactless payment with the Target mobile app, mobile checkout devices throughout the store so customers can skip the line, and is now launching shopping reservations so you can save your spot in line, just in time for the holiday season. 

But after a year of massive online growth, with digital sales growing 195%, the popular retailer is also enhancing its digital-first same-day services. Given that Target’s curbside pickup service grew 700% this year, the company is adding nearly 8,000 additional parking spots for easy curbside pickup. And Target app users can easily pick up their items by simply showing the ID number on their app. 

The U.S. chain also plans to hire 130,000 seasonal workers to focus on online order fulfillment and will be testing a buy now, pay later feature with Sezzle for its online store. 

“As we get closer to the core holiday season, we want to make sure we’re being really proactive,” said Cornell. “We want to make sure we are prepared in the event that there are any big lines in any individual store.”

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