BJ’s upgrades online offerings with new website, pickup option

Dive Brief:

BJ’s Wholesale Club has updated its website to include a new "Shop BJs.com – Pick Up in Club" feature, according to a press release. Club members can purchase items at bjs.com and pick the order up in two hours at any of the retailer’s 215 locations for free.
In another e-commerce upgrade, "Add-to-Card" coupons can now be applied to online orders. Previously these digital coupons could only be redeemed at a club check stand.
The new homepage showcases featured products, top categories, personalized recommendations and seasonal solutions. The goal of the changes is to make the site more personalized and easier to navigate and shop, according to the press release.

Dive Insight:

BJ’s is coming on strong with online offerings tied closely to the bricks-and-mortar stores. Earlier this year, the company hired Naveen Seshadri to be its new vice president of digital commerce and experience, and this month has made several key additions to its e-commerce capabilities which reflect an awareness of the importance of omnichannel presentation and services.

BJ’s advances in tech allow it to better compete with Sam’s Club, which is riding the impressive technology coattails of parent Walmart. In turn, the club segment leader Costco Wholesale will take notice of BJ’s moves and see it as an additional prompt to up its lagging digital game. Meanwhile Amazon looms over the club market the in same way it looms over all of retail.

These are not fancy technologies. Store pickup of online orders has become commonplace. BJ’s had launched a more limited version of the program in 2016 called "BJ’s Pick Up & Pay" for "select Club items," according to BJ’s website. The new program integrates with the digital add-to-card coupons.

BJ's mobile app also got an update recently with a new wishlist feature which uses machine learning to create personalized product suggestions and a swipe motion to accept items or dismiss. The mobile app debuted last fall and included add-to-card coupons.

Among the many other retailers expanding with click-and-collect programs are Target, Kroger and Walmart. And Amazon is reportedly launching a pickup service for Whole Foods Market, according to recent job listings, that will be available through Amazon’s Prime Now app.

BJ’s recently introduced separate websites for two of its private labels, Berkley Jensen and Wellsley Farms, and is now using Instacart for same-day delivery. The company is quietly testing BJ’s Express Scan in seven locations. The mobile checkout app is similar to those used by other retailers like Meijer, Sam’s Club, Walmart and Amazon Go.

In other BJ's news, the wholesale club has made a $1 million donation from its BJ's Charitable Foundation to Feeding America, a hunger-relief organization. The donation will support summer programs at local food banks along the East Coast, according to a press release.