I love this contribution, Jason. Retailers/grocers have location sharing/geofencing on their radar, and solution companies like Glympse have the technology/software to allow for clear customer communication throughout the process, as well as down to the parking space proximity sensing capability.
The spontaneous purchase capability - a "cold drink for the way home" - is more challenging, as most don't have the tech in place for add to order via mobile. Perhaps an operational, service-oriented workaround could be put in place, where the delivery person runs the errand after asking the shopper about other needs. Of course with the above software, loyalty or situational based offers can be automatically triggered and delivered to the customer at pickup, although as of today it would require the shopper to leave the car and go into the store. Less than ideal.
This is a great discussion. Eliminating data silos and incorporating technology for operational efficiencies will certainly be steps forward. However, as some commenters point out, shoppers have grown accustomed to certain standards of speed and cost for delivery that will make raising fees difficult.
Quite a few retailers that I have spoken with recently are taking a multi-faceted approach that incorporates the above improvements as well as working to improve their curbside experience and it's share of their eCommerce business.
I don't believe that closing stores in the name of safety is necessarily the answer. Some stores have and will go dark and service e-commerce only (as with some Kroger and Giant Eagle locations as of late), however that is an effort to solve for demand.
Sooner than later we need much better and faster data, with subsequent contact tracing and quarantines, related to COVID-19 positives at grocery locations and elsewhere. At this time we can identify that three people who worked or visited a given store tested positive, however we can very seldom identify the origin of the spread.