BJ's Quietly Launches Two-Day Shipping
BJ's "Four Ways to Shop"
- Same-day delivery of groceries and perishables via Instacart, for a fee
- Free in-club pickup for online orders
- Variable-cost home shipping services that previously offered standard three-to-five day home delivery from a distribution center are now enhanced with BJ’s Stocked: two-day delivery directly from a club. The service guarantees two-day delivery in BJ’s trade area for orders placed by 1 p.m. EST.
- The traditional in-club, brick-and-mortar shopping trip
BJ’s on Monday officially rolled out two-day delivery for dry grocery consumables as well as some general merchandise items, while also unveiling new branding for the upgraded shipping service.
Dubbed BJ’s Stocked, the service guarantees two-day delivery in the warehouse club retailer's trade area for orders placed by 1 p.m. EST. The move speeds up the retailer's home shipping times by more than half from the three-five day services previously offered. Then, deliveries were made from distribution centers; now, the retailer has put in place the software and labor to enable deliveries directly from clubs.
BJ's also already offers same-day delivery of online grocery orders in partnership with Instacart, but BJ's Stocked is the retailer’s first foray into fast shipping that also includes non-grocery items.
Currently, members continue to shoulder the variable costs associated with shipping wholesale bulk. However, P2PI has learned that in the coming weeks the goal is to eliminate all additional cost — at least for certain membership tiers. Beyond simply a fulfillment play to catch up to the competition, with this move the retailer is thinking differently about how to apply convenience to the membership model.
Slated to become the face of the added value of having a membership at BJ's, the retailer is presenting BJ's Stocked in a cohesive way that includes branding of the shipping boxes, something channel rivals Sam's Club and Costco don't do.
Additional marketing support includes branding throughout bjs.com such as a home page carousel ad and the BJ's Stocked logo on product display pages of participating items, in the cart and at checkout.
Member emails and social media activity including influencer marketing also support.