This Week in eCommerce, November 5, 2021

Brittany Blackman
Nov 4, 2021

Target Adds News Features to Same-Day Services

In preparation for a highly anticipated holiday season retailers are scrambling to ensure the smoothest possible transactions for customers. Target is already ahead of the curve, and they’ve recently added new features to its same-day services (Order Pickup, Drive Up and Same-Day Delivery with Shipt). 

Drive Up and Order Pickup orders are free and contactless and ready within just a few hours, while Same-Day Delivery with Shipt sees deliveries within an hour, without any membership required. The accessibility of these features is crucial for the holidays, as families and friends alike reunite after a tumultuous season last year. 

Per the release, Target’s guests will now find over 18,000 assigned spaces for curbside pickup; a new Shopping Partner feature that allows customers to send someone else to pick up their Drive Up or Order Pickup order; the ability to add more items to their Drive Up or Order Pickup orders after the initial checkout; designated backup items for food and beverage pickup; and more items available for Same-Day Delivery with Shipt.

Shoppers can also now add backup grocery items in case their first choice is out of stock and pick which Target location a Shipt Shopper should shop at, according to a Tuesday press release. Consumers can also use the new Shopping Partner tool so that a friend or family member can pick up orders for them.

And just in case customers place an order but realize they forgot to get Aunt Gertrude her crockpot, Target has introduced a "Forgot something?" button in its app. Consumers can shop for the missing product and it will be ready at the same time as their original order during pickup.

The company is also in the process of training thousands of new workers for its upcoming shop-in-shop collaborations, which include beauty, tech, food and beverage, and more.

Poshmark Launches Brand Closet for Big Brands

Popular secondhand marketplace Poshmark launched a new program, Brand Closet, that lets highly sought after brands sell directly to Poshmark's 80 million users. 

The Brand Closet Program allows brands to directly connect and sell to over 80 million Poshmark users with a suite of social merchandising tools designed to seamlessly engage with their fans on Poshmark. Brands can now share limited-time products through the Drops Soon feature, conduct one-on-one clienteling through My Shoppers, and drive awareness through branded Posh Parties. These social selling features are designed to reach Poshmark's largely Millennial or Gen Z, community. These demographics prove to be the most passionate and engaging customers. 

Poshmark has gathered some heavy-hitters to be part of the program. They’ve enlisted in popular brands like Lucky Brand, Hue, Dose of Colors and Free People (an Urban Outfitters subsidiary). By opening up Poshmark to brands with such a vast reach it allows consumers to experience a curated, affordable, and familiar experience when shopping. 

Per the release, Poshmark CEO Manish Chandra called Brand Closet "a win for everyone." Brands get what Poshmark describes as a vast, engaged audience of millenials and GenZers who often buy a brand for the first time on the company's platform. Poshmark gets more sellers engaged on its platform. 

It’s becoming increasingly more crucial for brands to join in on the secondhand market. In fact, according to ThredUp's latest survey, used apparel sales are projected to reach $77 billion (with a B) in five years. Meanwhile, ThredUp has partnered with Madewell, Fabletics and many others, signifying the push towards brand partnerships with secondhand companies. 

Gap and Walmart Colab on Furniture Collection

Walmart has been working on making affordable, high quality products for their customers for quite a while. They’ve ramped up their clothing offerings with big brand collaborations and launched appliance partnerships with companies like Tasty. Now, they’re partnering with Gap to make their furniture offerings more stylish and accessible. 

The companies are releasing a collection of over 150 items including couches, ottomans, TV stands, headboards and rugs. The products will range in price between $49.88 and $629 and put an emphasis on contemporary styles with nods to Scandinavian, mid-century and modern designs. 

The collection is designed to coincide with Walmart’s other exclusive higher-end furniture lines, including Drew Barrymore’s bohemian FLOWER Home and contemporary MoDRN brands. Gap’s influence will be felt in items that feature its iconic navy color. 

The Gap Home line that launched back in June is also being revamped with new fall styles in bedding, curtains, pillows and other items. The partnership marks Walmart’s first home goods collaboration with a fashion brand, and is part of its larger efforts to capitalize (duh) on shopper interest in home improvement projects.

The original Gap Home collection had over 400 products with seasonal and special collections unveiled throughout the year. But Gap Home was only available on Now, Walmart will be bringing it to physical stores. 

Retail Dive points out that Walmart is banking on consumers to continue elevating their personal spaces, a trend catalyzed by quarantine. Homeownership rates last year reached 65.8%, according to Statista. Experts said they expect this rising trajectory to continue post-pandemic.