Over the past few years, Target has become increasingly more innovative to compete against other local brick and mortar stores and Amazon alike… As an example, back in December, they announced a new mobile payments system called “Wallet” that allows customers to quickly pay for items via the mobile application, skipping lines and speeding up the checkout process. Yesterday, Target announced Restock, a nationwide next-day delivery service targeted directly at Amazon Prime Pantry—this is pretty interesting, but not innovative in itself (more of a copycat). What is innovative is that they are essentially using their local stores as a warehouse, and choosing to ship items directly from the store vs. a main warehouse… This method should allow for faster and more cost-effective shipping to consumers, along with taking advantage of millions of dollars of inventory sitting on retail store shelves. As consumers are increasingly shifting to online and more convenient shopping, this shift from Target will allow them to continue to maintain and open new local retail settings while not worrying as much about the impact of in-store food traffic that is causing major retailers such as Sears and JC Penney to close doors at an alarming rate.
This also poses an opportunity for small businesses to think about the way they conduct business as well. Many small businesses struggle with keeping warehouses and retail stores open, as they both typically come with high overhead cost. A strategy similar to what Target has launched, shifting ecommerce delivery from your traditional warehouses to retail shops, may be a more cost-effective path for small businesses that are struggling to keep warehouses open and costs down.