Target (TGT) just made a bold attempt to fix a customer behavior that has been distressing some of its employees.
For years, Target customers have had the privilege of using the retailer’s convenient Drive Up service to receive groceries. This is when customers can shop for items on Target’s mobile app and have them delivered to their vehicle after parking at a Target store location.
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As Target’s Drive Up service increases in popularity, the retailer just made a major change to how it can be used in its mobile app, all in an effort to curb a customer habit that causes chaos for employees.
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Target workers have been complaining on social media that when customers who use the service would arrive at a store parking lot to receive the items that they ordered, they would click the “I’m on my way” button in the app, despite already arriving. Customers would then almost immediately follow up by hitting the “I’m here” button, which lets workers know that they are ready to receive their order.
Parking spots for curbside pick-up are pictured at Target at South Bay Center in Boston on Nov. 10, 2020.
Frustrated Target workers call this practice “double tapping,” claiming that this behavior significantly interrupts the process and the amount of time that is needed to prepare and deliver Drive Up orders to customers.
When customers click the “I’m on my way” button in the app, workers usually begin prepping for the customer’s arrival by loading up items into carts. Once customers hit the “I’m here” button, workers are reportedly given only three minutes to deliver the items to the customer’s car.
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Target makes a major app update
Many workers have called for Target to update its app in order to curb this behavior, and the retailer recently granted their wish.
In Target’s new app update, which was released last week, customers using the retailer’s Drive Up service will no longer have the ability to instantly tap the “I’m here” button after clicking “I’m on my way” in the app.
If they attempt to do so, the app will display a message on the screen.
“We need some extra time,” states the app. “Next time, avoid this delay by letting us know you’re on the way before going to the store.”
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Target did not immediately respond to TheStreet’s request for comment.
The move from Target comes after it relieved another major pain point for its workers in September. After a plethora of Target workers took to social media to complain that customers have been abusing the company’s returns policy, the retailer quietly updated the policy’s language on its website where it now strictly states that returns can be refused if deception is suspected.
“Target reserves the right to deny returns, refunds and exchanges including but not limited to prevent fraud, suspected fraud or abuse,” reads Target’s updated return policy statement.
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