Dive Brief:

• Shipt announced on Monday a partnership with CaringBridge, an online service that helps people share updates and ask for support when dealing with health-related issues, that lets users of the nonprofit social network request and order groceries and other items for delivery.
• Separately, the e-commerce provider said on Thursday it has started providing same-day delivery service from more than 2,000 Rite Aid pharmacies in 17 states.
• ​Shipt's latest tie-ups continue the service provider's efforts to stand out against rivals like Instacart and DoorDash.

Dive Insight:

Shipt's integration with CaringBridge marks the latest step in the Target-owned company's quest to score points with shoppers focused on quick service and convenience.

Through its arrangement with Shipt, CaringBridge is offering its users the ability to add a "Go to Shipt" button to the "Ways to Help" page on its site, simplifying the process of turning a request for assistance into an order through the e-commerce company. According to CaringBridge, people wishing to send groceries or other products to someone first click an "Email" button to coordinate a delivery time and develop a shopping list, then select the Shipt button to place their order.

CaringBridge is also providing information about Shipt, including passes and memberships offered by the service, in its help center, further cementing the connection between the help-focused social network and the e-commerce company. Users can also use their CaringBridge account to sign up to be notified when Shipt offers service in their area if the company does not already serve their address.

Shipt is using its deal with CaringBridge to position itself as a community partner, a potential advantage as it looks to establish lasting relationships with customers who have an array of choices when ordering products for delivery.

"Our partnership with CaringBridge not only allows us to deliver on a need by simplifying the lives of our existing customers who identify as caregivers, but also sparks new connections for any family going through a health journey to ask for and receive instrumental support," Shipt Chief Business Officer Rina Hurst said in a statement.

Shipt's arrangements with CaringBridge and Rite Aid come as the company jockeys for position with well-heeled rivals like Instacart and DoorDash, which have attracted billions of dollars at rich valuations from investors optimistic that consumers' growing interest in grocery e-commerce will endure beyond the pandemic.

Like Shipt, those companies have been making strides in their efforts to lock in business. Last week, DoorDash launched a feature known as DoubleDash that allows customers to add items from convenience stores to restaurant orders without incurring additional fees or order minimums. Meanwhile, Instacart announced in July that it plans to step up its offerings to grocers by developing automated fulfillment centers in collaboration with automation company Fabric.