Key facts
- Target drive-up workers previously lost an average of 32 seconds each time they needed to re-enter a store.
- A new app feature allows workers to unlock doors with a tap on their handheld devices.
- The update is now live in almost every Target store in the US.
- Target estimates the time savings will result in over 350,000 labor hours saved annually.
Target has implemented a technological solution to streamline its drive-up operations, addressing a frequent delay for store employees. Previously, drive-up workers would lose an average of 32 seconds each time they needed to re-enter a store after delivering an order to a customer's car. This delay, seemingly small, accumulated significantly across Target's numerous stores.
To resolve this, Target's tech team developed a feature for the handheld devices used by drive-up workers. This new functionality allows employees to unlock designated doors with a simple tap on the app, utilizing the store's secure WiFi network. This eliminates the need to search for keys or fobs.
Following a successful test at one location last summer, the feature was deployed to additional stores before the holiday shopping season and is now operational in nearly all of Target's US locations. The company estimates that this efficiency improvement, achieved through a few lines of code, will save over 350,000 labor hours annually. Some stores are reportedly using the feature over 500 times a day, indicating its significant value.
This initiative aligns with Target CEO Michael Fiddelke's leadership philosophy of encouraging executives to gain firsthand understanding of store operations by visiting locations and distribution centers. This approach helps identify critical pain points for frontline workers, such as the door-unlocking issue, which might not be apparent from headquarters.