Target’s New Return Feature to Improve Customer Satisfaction

Target is making an effort to improve its omnichannel services by adding a new feature to its Drive Up curbside service. The feature, which was first tested in February 2022, will allow customers to make returns without having to leave their cars. Target plans to offer the service at all of its 2,000 U.S. stores by the end of summer 2023.

The introduction of the Drive Up returns feature is an essential move for Target as customers have become more demanding, and businesses must provide quick and efficient service, regardless of the channel used. The Drive Up returns service aims to improve customer satisfaction by providing a seamless experience across all channels. Customers can return most new, unopened items within 90 days of purchase for free, and up to a year for Target-owned brands, making the returns process convenient for shoppers.

To use the Drive Up returns service, customers start the process from the order details section of the Target app, select the Drive Up return option, and notify the retailer via the app when they are on their way to the selected store. When they arrive, customers pull into a Drive Up spot and tap “I’m here” in the app. A store associate then comes to the customer's car to collect the return, and the customer receives a return confirmation via email and in the app. Refunds are issued in the original form of payment.

In recent years, Target has been adding new features to its omnichannel services, such as order pickup, same-day delivery, and package-sorting network. In fall 2022, the company expanded a pilot that allows customers to place Starbucks orders with their curbside pickup purchases at select stores. Additionally, Target introduced the "Shopping Partner" option, which allows customers to send someone to pick up an order in their place. The "Forget Something" feature was also added, allowing customers to place a new order at the same store after their initial order has been made in the Target app and then obtain all their products at once.

Target is also planning to spend $100 million to expand its package-sorting network to more than 15 facilities by the end of 2026. The expansion calls for the building of at least six new centres that retrieve packages daily from a range of 30 to 40 local stores for next-day delivery.

According to Mark Schindele, Target's executive VP and chief stores officer, the company's journey to expand its fulfillment options starts with making it easier for its customers to shop. Schindele stated, "Allowing our customers to process a return from the comfort of their car underscores our commitment to helping our customers shop and return, however they choose."

With the convenience the Drive Up returns service provides, along with the company's other omnichannel features, Target is making shopping easier and more convenient for its customers, and it is likely to improve customer satisfaction.

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