Closing the performance gap is important because retailers risk losing entire orders and customers, as the vast majority don’t use both pickup and delivery.
As grocery e-commerce surged throughout 2020, Americans reaffirmed a preference for curbside pickup over delivery. Households tend to favor grocery pickup because it costs less than delivery and, in theory, they have more control over when their order is received.
However, satisfaction with pickup has lagged delivery in two key areas that affect the overall shopping experience: selecting a time slot and receiving the order. Food retailers have an opportunity to improve both this year.
Selecting a Time Slot