Shipt Pairs Members with Top-Rated Shoppers - New Feature!

Shipt Introduces “Preferred Shoppers” for Enhanced Customer Experience

Target’s same-day delivery service, Shipt, is rolling out a new capability designed to connect customers with shoppers they particularly favor for future orders. This “Preferred Shoppers” functionality will be offered as a benefit to Shipt members at no additional cost, aiming to provide a more dependable shopping experience.

Addressing Reliability in a Growing Market

The introduction of this feature coincides with a surge in the online grocery delivery sector, largely fueled by recent global events. However, this expansion has also seen an influx of new shoppers entering the gig economy, some lacking the extensive experience of established personnel.

Currently, customers often encounter varying levels of service quality. Some shoppers demonstrate excellence in selecting high-quality products, offering suitable substitutions, and maintaining consistent communication. Conversely, others may finalize orders before addressing customer inquiries regarding replacements or refunds. This inconsistency can lead to perceptions of unreliability in online grocery shopping, a challenge the Preferred Shoppers feature seeks to resolve.

How the Preferred Shopper System Works

Shipt explains that after an order is completed, customers who provide a five-star rating to their shopper will be given the option to add that shopper to a personalized Preferred Shoppers list. Should the shopper accept this request, they will receive priority when fulfilling orders from that customer in the future. If a shopper declines the request, the customer will not be notified.

This list is fully editable, allowing customers to adjust their preferences at any time. A shopper will be removed from a customer’s list if they receive a lower rating on a subsequent order.

Driven by Customer and Shopper Feedback

The development of this feature was directly informed by input from both Shipt shoppers and regular customers. Consumers specifically requested a mechanism to consistently be matched with trusted shoppers who reliably handle their orders correctly. Previously, availability was largely dependent on chance – the shopper needed to see and accept the order as it became available.

Initial trials, conducted in the Detroit metropolitan area, revealed a positive impact on both Shipt’s financial performance and shopper earnings. While specific data wasn’t disclosed, the company reported increased order frequency and higher customer satisfaction ratings among users of the feature. Shoppers also experienced benefits, receiving greater appreciation for their work through increased tips.

Personalized Shopping Experiences

“As a shopper gains experience with a customer, they become more attuned to their individual preferences and requirements, enabling a more customized shopping experience,” stated Karl Varsanyi, Shipt’s chief experience & product officer. “Preferred Shoppers ensures customers consistently receive the high-quality service they value.”

Incentivizing Quality Service

This feature may also encourage shoppers to prioritize building a loyal customer base, increasing their chances of receiving orders from clients they enjoy serving and from whom they can anticipate larger tips. As more customers populate their Preferred Shopper lists, the probability of being matched with highly-rated shoppers is expected to rise.

This development could potentially address concerns voiced by gig workers regarding the perceived undervaluation of their labor, where bonus opportunities are difficult to attain and customer tipping practices are inconsistent.

Alternatives and Shipt’s Unique Position

The concept of personalized shopping isn’t entirely novel. Dumpling, a startup, is developing a platform that enables gig workers to transition clients from apps like Shipt and Instacart to a service where shoppers set their own rates and retain all tips. However, Dumpling’s visibility is limited unless directly promoted by shoppers, and its services are not free.

Furthermore, Shipt’s ownership by Target provides distinct advantages. The service is seamlessly integrated into Target’s website and mobile application, and Target products are not subject to individual markups, unlike some competing services.

Shipt’s annual membership currently costs $99, providing free delivery on all orders exceeding $35. The Preferred Shoppers feature is being launched to all U.S. members starting today.