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How Merchants Stay Ahead Of The 'Curb' 

From restaurants to retail, omnichannel solutions are fundamentally reshaping the workflow of client-facing industries. The May edition of the Omnicommerce Tracker dives into how merchants are using technology to elevate the old-fashioned concept of curbside pickup, as well as the latest happenings across the omnicommerce space.

If there’s one thing merchants and consumers can agree on, it’s the value of convenience.

In the early part of the 20th century, this shared desire for efficiency gave rise to curbside car hops, which was eventually eclipsed by the emergence of drive-thrus. Now, however, omnichannel solutions have merchants and developers revisiting the curbside concept in new, tech-driven ways. A number of major retailers have already adopted processes that let customers stay strapped in their seatbelts while receiving state-of-the-art service.

This month, a number of advancements were made to the omnichannel space — all aimed at bringing merchants one step closer to offering a totally seamless customer experience. Kohl’s recently integrated Kohl’s Charge with Apple Pay, so customers can now make convenient transactions while still earning Yes2You Rewards.

Major retailer Walmart finally unveiled the Walmart Pay app, a QR code-powered solution that will allow mobile users to pay with their smartphones. ECommerce giant Amazon recently used omnichannel technology as a catalyst to enter the luxury goods space, partnering with couture company Moda Operandi to offer high-end shoppers the ability to buy online and pickup in-store.


Here’s a sneak peek into this month’s cover story, which takes a look back at the history of curbside pickup, and showcases how modern retailers are reimagining it through an omnichannel lens:

Enabling curbside pickup allows retailers to tap into another way to provide the convenience omnishoppers crave – it also provides yet another way to diversify their business and stand out among the competition.

 “A few years ago, the idea of having items delivered to you in two hours would seem like the future, and Amazon is doing that now,” Laura Kennedy, director of retail insights at Boston-based Kantar Retail, recently told the St. Louis Post-Dispatch. “Retailers are having to find new ways of fulfilling shoppers’ orders.”


To download the May edition of the Vantiv Omnicommerce TrackerTM, click the button below.


About The Tracker

 The Vantiv Omnicommerce TrackerTM, powered by, features industry-spanning research and insights that arm retailers with data to make smarter decisions for enabling omnichannel commerce.




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