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Retailers’ Focus On Online Ordering, Pickup Continues Post-Pandemic

May 26, 2023

In the aftermath of the pandemic, curbside and in-store pickup remain popular with retail wine and spirits consumers. While the services had been long established in retail channels like supermarkets and department stores, they’ve now become commonplace in wine and spirits shops around the country.

At The Wine House in Los Angeles, curbside pickup has emerged as a preferred option for many customers. With the store shut down to in-person shopping from March 2020 through May 2021, curbside pickup accounted for 80% of its transactions, according to owner Glen Knight. Today, about 20% of the store’s sales involve curbside pickup, Knight notes, and the service is particularly popular with regular customers who purchase upwards of 12 bottles at a time.

Target even added drive-up and order pickup options for online sales of adult beverages in more than 1,200 stores in 2021. “Our adult beverage category is one of the fastest-growing divisions within our food and beverage business, and we continue to hear from guests how much they love our fast, easy, and safe same-day services,” says Rick Gomez, executive vice president and chief food and beverage officer at Target. “As we continue to invest in the products and experiences our guests love, making our wine, beer, and spirits selection available for pickup is a natural next step.”

Buy online, pickup in store (BOPIS), and curbside fulfillment services are likely to remain in demand for years to come. According to a recent study from the Associated Press-NORC Center for Public Affairs Research and the SCAN Foundation, 18% of adults over age 50 plan to continue utilizing curbside pickup post-pandemic, while 33% of those between 18 and 49 plan to do so. Market Watch has more.

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