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- Target has introduced an update to its app aimed at addressing a shopper behavior known as the “double tap.”
- Employees previously reported that customers often created confusion by waiting until they arrived to indicate they were en route.
- The new update requires shoppers to wait an additional minute before confirming their arrival, streamlining the fulfillment process.
Target’s App Update: A Solution for Drive-Up Order Challenges
In response to ongoing challenges faced by its fulfillment staff, Target is implementing a highly anticipated fix in its mobile application. This change addresses a common issue that has been causing significant frustration among employees tasked with managing drive-up orders.
A daily occurrence at many Target locations involves customers arriving in the parking lot and immediately tapping the “I’m on my way” button on their app, often followed almost instantly by pressing “I’m here.” This rapid sequence of actions has been dubbed the “double tap.”
The recent app update eliminates this double-tap feature. Customers will now be required to wait one full minute after selecting “I’m on my way” before they can confirm their arrival at the store.
Business Insider
“We need some extra time,” states the updated app message. “Next time, avoid this delay by informing us you’re on your way before heading out.”
The company confirmed these changes in communication with Business Insider and emphasized its commitment to enhancing user experience for both customers and staff alike.
According to workers interviewed last year, when customers select “I’m here,” it triggers a three-minute countdown during which employees must gather items from various locations within the store and deliver them outside. If an order takes longer than this allotted time frame, it can negatively impact employee performance metrics and attract managerial scrutiny. The double-tap phenomenon becomes particularly problematic when orders consist of numerous items or bulky products, leading to potential delays across multiple transactions.
However, feedback regarding the immediate effectiveness of this update appears mixed. Several users have noted on social media platforms that it may take some time for enough customers to download and adapt to using the new version of the app effectively. Additionally, this rollout coincided with heightened shopping activity related to Halloween festivities.
“It was already an exceptionally busy week,” remarked one New York-based employee who welcomed these changes but preferred anonymity due to company policy regarding media interactions. They estimated that their location processes between 1,000 and 1,500 drive-up orders daily—approximately 25% of which involve double taps from repeat offenders recognized by name among staff members.
“Previously we had no means of preventing such behavior other than directly advising customers about notifying us upon departure—a suggestion not well-received by management,” they explained further. “We are optimistic that this adjustment will help mitigate those issues.”
A colleague working in Wisconsin echoed similar sentiments about minimal immediate impact but acknowledged any additional time provided is beneficial for operations moving forward.
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