Today’s consumers crave instant gratification and demand an experience that is hassle-free and easy. Companies must keep up with trends that cater to convenience to stay competitive, as an easier experience with one brand can drive customers away from another.

For retailers specifically, an emerging trend is allowing customers to bypass the in-store shopping experience–which presents its own set of inconveniences and obstacles depending on the circumstances–with a same day pickup feature. Macy’s, Walmart, and Kroger Co. are examples of retailers that have all implemented test programs or have fully rolled out initiatives like this.

Macy’s recently announced a comprehensive omnichannel plan includes same-day delivery and “buy online pickup in store” (BOPS) features. Both Macy’s and Bloomingdale’s will begin piloting same-day delivery of products purchased online in select markets, which is built on the same operational foundation powering “buy online pickup in store” (BOPS). BOPS was originally piloted in fall of 2013, and recently rolled out nationwide to all Macy’s and Bloomingdale’s store locations.

Walmart is also following suit, with a “Walmart To Go” initiative offering the options of free pickup in-store or at-home delivery. Currently only available in test markets, customers can order online and choose a delivery window, or pickup at a “Walmart Pickup Grocery Center.” For the pickup option, Walmart requests a two-hour window to fill the order, after which the customer can retrieve it at the pickup center.

Similar to Walmart, Kroger is testing a service that will allow customers to shop online and pick up in stores. Last year, Kroger acquired Harris Teeter Supermarkets Inc., and had wanted to learn from its “click and collect” program that allowed shoppers to order online and pickup in store. Following the Harris Teeter model, Kroger plans to start small with testing and expand this service in the future.

“Companies continue to respond to their customers’ needs and create strong experiences,” said Mark Johnson, CEO of Loyalty360. “It’s these strong positive experiences, playing off desires like instant gratification, which drive true loyalty and engagement between people and brands.”

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