Target has implemented an app enhancement designed to improve the efficiency of its popular drive-up service by addressing a consistent, albeit small, delay that impacted employees. The upgrade allows drive-up workers to unlock store doors with a tap on their handheld devices, eliminating the need to search for keys or key fobs.
This change targets a 32-second delay that occurred when employees, after delivering purchases to customers, needed to re-enter the store. At many Target locations, employees use dedicated drive-up doors for security, which often remain locked from the outside. The time spent unlocking these doors, even if minimal per instance, accumulated significantly across nearly 2,000 stores and countless daily transactions.
The company's tech team integrated the door-unlocking capability into the existing app used by drive-up staff. Once connected to the store's Wi-Fi, employees can now use their devices to gain re-entry. Ashley Daniels, representing Target, stated that the issue was a "frequent, very real pain point for our stores."
Initially tested at a single store last summer, the feature was rolled out more broadly in anticipation of the busy holiday shopping season. Target estimates that this fix will save over 350,000 labor hours annually. According to Daniels, some stores are utilizing the feature more than 500 times daily, indicating its value.
Target's 'Drive Up' service, first introduced in October 2017, allows customers to order items online and have them delivered to their cars. The service has since expanded to include options for drive-up returns and even the ability to add Starbucks orders to a drive-up pickup. The retailer is one of the largest in the U.S., with competitors like Walmart and Costco offering similar curbside services.
This update follows previous adjustments to the drive-up process. In the past year, some employees expressed frustration with prior app changes, citing difficulties with order placement accuracy and visibility of customer preferences, such as Starbucks orders. These earlier complaints highlighted a perceived disconnect between the app's user interface and its functional utility for employees.