In our ever-growing “want it now” culture, it’s no surprise that on-demand food delivery has become what it is. No matter the reason — we’re busy, we’re lazy, there’s too much traffic — technology has molded our perception to where we feel inconvenienced by anything that will take us away from our robotic multi-tasking. And brands are cashing in on this behavior — but not just restaurants, like Pinkberry and Wow Bao, both which use Postmates. Grocery giants (Publix, Stop & Shop, Whole Foods), media companies (Amazon) and technology brands (Google, Uber) are all trying to get a piece of the food delivery pie.
The newest in line? Minneapolis-based Target. It was recently announced that the retail store, commonly known for customers’ inability to leave with only what they initially intended to buy, is partnering with Instacart for same-day grocery delivery. However, as most cases go, the partnership will begin with an experimental phase in the Minneapolis market only before branching out. Target employees will sort the orders and grab products off the shelf and Instacart drivers will deliver them.
This off-brand, third-party disconnect could present problems, as with any third-party service, since Instacart employees will be the only consumer-facing role in the exchange. And while delivery options should remain an option for customers who can’t make it in store, so as not to direct them to the competition, the in-store experience must continue to provide added value, if not more so. Think about it: if customers choose to go the Instacart route to avoid the in-store experience because of sentiment reasons, they’re much less apt to make last-minute purchase decisions. Read More