What: Target is expanding the range of services offered at their curbside pickup stations.

Why it is important: While the possibility to order a Starbucks is clearly an incentive for customers to use the kerb side service, the additional option of being able to bring back undesired items could contribute, if well executed and managed, to reduce return rates via other channels and also the costs of processing.

Target is planning to introduce new features on its app, as it wants customers to be able to place a Starbucks order on the way to the curbside pickup station, and also enable them to bring back their returned purchases. This feature would not involve pickup times and membership fees.

The possibility to order a Starbuck coffee at the curbside pickup has been proposed following a survey to Target shoppers, where this appeared to be a top request. Adding up the possibility to return items would probably increase the return rate via this channel, and therefore ease with the associated processing costs.

Target to test Starbucks orders and returns processing at curbside pickup