A Mid-Atlantic based real estate investment trust is out to change the way we shop.
In the midst of the Covid-19 pandemic, the team launched The Pick-Up in June at Willow Lawn. The service is a web-based curbside pickup platform, similar to the programs that many restaurants implemented at the start of the pandemic, but for retail stores.
"The merchants at Willow Lawn have been very enthusiastic about The Pick-Up," Sarah North, director of marketing for Federal Realty, told Inno. "It is a program that successfully benefits a collection of different uses. Certainly, our restaurants such as CHOPT, Pho 95, Zoës Kitchen and Starbucks utilize the program, but also the soft good retailers such as Dick’s Sporting Goods, Lucky Road and DSW have quickly embraced and benefitted from The Pick-Up."
Federal currently owns and operates 104 properties across the country including the northeast, mid-Atlantic and west coast. The Pick-Up was implemented at 84 Federal Realty properties with about 1200 spaces dedicated to the program. All merchants located at these properties are automatically enrolled in the amenity.
Customers place their orders directly with the merchant, either by phone, online or on the merchant's app. The retailer prepares the order and delivers it outside in a contactless exchange when the customer arrives at the designated parking spaces in the Willow Lawn parking lot.
North said that Willow Lawn previously had several short-term parking spaces intended for carryout dining orders, but that nothing at this level has been implemented in the area. There are now more than 30 spaces throughout the shopping center dedicated to picking up both dining and retail orders.
“The customer experience is of the utmost importance to us," said Jeff Van Horn, owner of The Lucky Road at Willow Lawn. “With The Pick-Up, our dedicated team is able to work with customers over the phone to select the merchandise that meets their running and walking needs."
Though The Pick-Up was launched in June as retailers began re-opening their storefronts, Federal Realty intends for the program to stick around.
Jenn Davidson, senior leasing associate at Federal Realty, said the team sees The Pick-Up as a long-term solution, "for our merchants to create meaningful engagement with customers that is just not possible through online shopping."
