Target implemented a bag fee on all pickup orders due to bag fee regulations, causing confusion among guests who were unable to opt out of the fee until they arrived at the store. This led to frustration, increased wait times, and added pressure on team members who had to assist with cancellations. The Bag Preferences feature was created to give guests control upfront, allowing them to choose whether to use store-provided bags or bring their own.
This feature required balancing user needs with operational efficiency. By allowing guests to choose their bag preference at checkout, the solution not only enhanced the guest experience but also helped streamline internal processes, reducing friction at the store and making the pickup process more efficient.
Target vows to address fee concern as shopper rages he'll go 'Lewis & Clark'
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