Shipt’s CMO on Maintaining Ecommerce Momentum After the Pandemic

Sales fulfilled by the delivery service during parent company Target's second quarter spiked 350%

Butler spoke with Lisa Lacy at Adweek's Commerce Week virtual event. Adweek

Demand for delivery services has skyrocketed throughout the pandemic, and few brands have felt the effects of this shift in consumer behavior more than delivery service Shipt, which was acquired by Target for $550 million in 2017.

In August, for instance, Target reported that its Q2 comparable sales had increased 24.3%. Year-over-year sales fulfilled by Shipt during that period spiked more than 350%.

At Adweek’s Commerce Week virtual event, Shipt CMO Harley Butler spoke with senior reporter Lisa Lacy about the brand’s focus on remaining flexible, making time to innovate and the importance of supporting each member of the team.

“In our industry, we talk a lot about technology, but at the heart of things it’s marrying technology with a personal touch,” Butler said. “We know just how much of a big differentiator that makes.”

As more people turn to online shopping, the type of shopper participating in the practice has also evolved beyond just early adopters. Shipt, which operates in 5,000 cities and reaches 80% of U.S. households, has seen an increase in elderly customers. The diverse demographics of Shipt users, Butler explained, increases the likelihood that ecommerce will continue to grow.

Shipt’s strategy to keep ecommerce top of mind for consumers even as the country begins to return to normal hinges on understanding and reaching its consumer base with excellent communication via email, retargeting and push notifications.

“Technology is fantastic—we love it, we need it—but it needs to be balanced into that connection of the human element,” said Butler. “Because that’s where the magic of it all plays out.”

Watch the full conversation below:

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.