MASSILLON — As a mother of three, Sarah Greene understands the challenge of herding young children into a store to buy groceries — even when it’s a quick trip to pick up a few items.

The Lawrence Township resident discovered a way to avoid the hassle roughly eight months ago when she learned about Target’s Drive Up service.

After her order is filled, she can let the Target team members know she’s ready to pick it up with the tap of a button. Within a few minutes, a Target employee is handing her bags through the window of her van.

According to the Online Grocery Report from Business Insider Intelligence, 10% of U.S. consumers regularly shop online for groceries. The online grocery market value has doubled between 2016 and 2018, suggesting consumers are beginning to feel more comfortable ordering essentials and food online.

Convenience

Instacart, an app and website established in 2012, operates as a same-day grocery delivery and pick-up service.

Once the user creates an account, eligible stores in the area pop up, including Aldi, CVS Pharmacy, Sam's Club, BJ's Wholesale Club, Target and Buehler's. Upon checkout, the service will ask for a location, delivery time and contact info. You also have the option to tip your driver.

Target launched its pickup service, called Drive Up, in the Minneapolis area in 2017. It expanded throughout the country in 2018 and is now available at 1,750 stores in all 50 states, said Jill Lewis, of Target Communications.

Drive Up arrived at 1980 Lincoln Way E in July 2018, Lewis said.

The service is used by a wide range of customers, she said. Sometimes it's the busy parent who only needs a few items and doesn't want to take the kids inside the store. Other times it's someone battling a cold who wants to limit their contact with people.

The popularity of the service is on the rise, Lewis said. In the third quarter of 2019 earnings, Drive Up grew more than 500% year over year.

"We've really found that guests use it for a lot of different reasons," Lewis said. "It's for anyone who is looking to get their Target run done fast, easy and convenient."

Grant Beadling, of Massillon, idled in the designated Drive Up space as he waited for a Target team member to bring out his purchases. His wife asked him to pick up a few things, and he stopped by on his lunch break.

Donna Johnson, service and engagement team leader at Target, said the device employees use for the Drive Up service times them on their speed of getting the items out the door and into the cars of the waiting customer. The goal, she said, is to provide fast, fun and friendly service — a tribute to an old Target saying.

"It's so much easier and quicker," Beadling said. "I think it's great. It's a lot more convenient probably for a lot of people who don't have time to go in and shop."

Greene began using the service when she was taking care of her father, who was undergoing chemo treatment.

Having the option allowed her to get back to her father quickly, she said. Since then, she’s continued to use Drive Up multiple times a week.

Her experience with Target led her to try Walmart’s curbside service. At Target, customers can order non-perishable items only. At Walmart, Greene can order other items such as milk, produce and frozen foods.

Expanding services

Walmart brought its curbside pickup service to the Massillon location on Marketplace Drive SW, in June of last year, said Krist Munford, e-commerce assistant manager at Walmart.

“The community has been really responsive to it,” Munford said. “We have grown really fast in the last six months. ... Customers are really starting to grasp onto it. They love it, and they’re coming back to use it over and over again.”

At the end of January, the Massillon Walmart introduced online home delivery — a service where the customer can order online and get their groceries delivered directly to their doorstep. Customers who plan to frequently use the service can opt for a monthly ($12.85) or yearly ($98) subscription, according to Walmart.com.

Both services require a $30 minimum.

Any items customers find on the app are eligible for delivery with the exception of alcohol, Munford said.

Munford, who oversees online home delivery and pickup, said the store averages 7 to 10 home delivery orders a day.

Many customers who have been using the pickup service have opted to try delivery, she said, adding the majority use the service again.

“We’ve had a ton of positive feedback,” she said. “People are really happy with the products that they’re getting, and people are really happy with the drivers they’ve had so far.”

Similar to GrubHub and DoorDash, Walmart uses Spark Delivery, which hires independent drivers, to deliver groceries to homes.

At the store, the department has nearly 40 employees who gather the orders and prepare it for delivery or pickup, Munford said.

“We like to make sure our associates are very well trained in what produce to pick, what meat to pick so the customers get the best quality that they can,” she said.

People of all ages are using the pickup and delivery service, Munford said. As a mom of four, she understands the appeal for busy families.

During the week, peak times for pickup are between 3 and 6 p.m. when parents are getting off work and children are getting out of school, Munford said.

Those interested in trying the services can get $10 off their curbside pickup order by using promo code “wowfresh” and “fruitcar” to get their first three home deliveries without the delivery fee, Munford said.

“It’s really convenient when you get off work to just stop and park and pick up your groceries without having to take your kids into the store, especially with sickness going around,” Munford said. “I think it really helps that busy mom or dad ... who are crunched for time.”