Target adding fresh, frozen groceries to click-and-collect offerings

Dan Berthiaume
Senior Editor, Technology
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Target is expanding its assortment of grocery items that customers can order online and pick up the same day in the store or at curbside.

The discount giant is adding fresh and frozen grocery products to its buy-online-pickup-in-store (BOPIS) and curbside pick-up services. The newly expanded assortment — which will join already offered grocery staples such as canned goods and cereals — includes 750 items across produce, dairy, bakery, meat and frozen products. 

Following successful pilots in the Twin Cities and Kansas City markets, Target will make the enhanced assortment available in more than 400 stores by the end of June. It plans to expand the service to more than 1,500 stores in time for the holidays. 

Target’s expansion of its same-day pickup options comes amid surging demand online. The retailer’s online sales rose 141% in its most recent quarter. Same-day shopping services rose 278%. 

Walmart has offered grocery BOPIS and curbside pickup services for several years. Amazon Prime members can also place BOPIS and curbside pickup orders for grocery items at select Whole Foods stores.

“The speed and convenience of our fulfillment options are unmatched across the country, and they’ve become even more critical for our guests searching for easy and safe ways to shop during the pandemic,” said John Mulligan, COO, Target. “By adding fresh grocery to the pickup services our guests already love, we’re giving them even more reasons to shop at Target. During a time when even more people are looking for different ways to get the items they need, we’ll continue to invest in making Target the easiest and safest place to shop.”

The new grocery items are in addition to the more than 250,000 goods already available for pickup across categories like home, apparel, essentials and more. As with other products, grocery orders are ready within a few hours. And for curbside, the experience is completely contactless as store associates will bring the order to a customer’s car.