I think folks in this business spend a lot of time and bandwidth thinking about what happens inside the store. Assortment, pricing, labor scheduling, category management, shrink, loyalty programs, fresh departments, data – the list goes on.
But what about what happens just outside the store?
Since the pandemic, the average grocery store parking lot has quite a lot going on. It’s becoming a kind of logistics hub, with curbside pickup, delivery staging, pharmacy drive-thrus in many cases, EV charging, fueling and more. That’s hardly surprising. According to Brick Meets Click, online grocery represented about 19% of total grocery spending at the end of 2025, with monthly e-grocery sales reaching a record $12.7 billion. By definition, every pickup order has to begin or end in the parking lot.
I admit this sounds like an odd observation. After all, parking lots certainly don’t generate sales on their own. They’re simply a means to an end… or at least they used to be. But the truth is these days the customer experience begins well before shoppers grab a cart or walk through the front doors.
This Isn’t Your Dad’s Parking Lot
Speaking strictly for myself – though I suspect I’m not alone – I’ve already formed at least “concepts” of an opinion about a store before I set foot inside.
Think about the first few minutes of a shopping trip. Was it easy to turn into the shopping center? Did I immediately see where to park? Were traffic patterns intuitive, or did I have to weave around pedestrians, pickup and delivery vehicles, and carts? Did the property feel clean, well-lit and well-maintained?
And how were the carts? Easy to obtain and return? Clean and in good working order? Again, speaking for myself, nothing spoils a trip faster than a dilapidated cart – you know the kind I mean, with a wobbly front wheel vibrating so much it numbs your hands.
Of course, absolutely none of this has anything to do with merchandising. Yet every one of these points influences how customers feel before they’ve seen a single display or compared a single price.
Retailers often talk about “reducing friction” inside the store, and that’s the right idea. Self-checkout, digital coupons, meal solutions and improved signage all aim to make shopping faster and easier. But often enough, friction begins outside the building. A confusing entrance, a congested lot, a frustrating parking experience or a lousy shopping cart can shape the entire visit.
By no means does the parking lot need to rival Yosemite for size and grandeur; there’s no need for it to be elaborate. But it should allay uncertainty and get the trip started right.
Traffic flows naturally. Crosswalks are obvious. Lighting makes evening shopping feel comfortable. Cart corrals are plentiful without creating obstacles. Landscaping – with bonus points for regionally native species – enhances the property without blocking visibility. Even simple details like fresh striping, smooth pavement, good drainage, and even shade trees communicate that the store pays attention to the customer experience.
After all, the parking lot does a lot more than just host parked cars.
Your Parking Lot Could Be a Huge Untapped Asset
Online grocery pickup has transformed portions of many lots into fulfillment zones. Pharmacies rely on convenient drive-thru access. Fuel centers encourage shoppers to combine errands. EV charging stations are becoming another reason for some consumers to choose one shopping center over another. Banks, parcel lockers, coffee shops and adjacent restaurants extend the usefulness of every trip – and boost your chances of capturing those trips.
Consumers increasingly measure shopping not simply by dollars saved, but by time saved. The more errands they can complete during a single stop, the more valuable that shopping center becomes. That’s one reason so many retailers continue investing in services that make the parking lot work harder than it did just a few years ago.
In other words, it may be well to consider the parking lot in terms of operating strategy; it’s probably worth more than the asphalt it’s built on.
This is where retailers have an opportunity to think differently about their particular slice of real estate. The parking lot is no longer simply leftover space surrounding the building. Rather, it’s the “cold open” of the shopping experience and one of the few assets that can improve convenience without changing what’s on the shelf.
Safety is absolutely worth a second look. Bright lighting, clear sightlines, well-marked pedestrian crossings and intuitive traffic patterns reinforce customer confidence. Families with young children, older shoppers and anyone visiting after dark notice these details immediately.
Interestingly, urban planners are beginning to view parking lots differently as well. For example, planners in Montgomery County, Maryland are developing updated parking lot design guidance that emphasizes pedestrian safety, visibility and accessibility, recognizing that these spaces have become much more than places to leave a vehicle.
The Store Begins at the Curb
The competition is heating up – it was already brutal in this market. Store remodels, new departments and assortments, and emerging technology all make a difference in the winning combination, but sometimes the highest-return improvements are made before the customer even walks through the front doors.
The grocery industry often speaks about the “customer journey,” and it’s time to get to grips with the fact that that journey begins as soon as customers roll onto the property.
Retailers that recognize the parking lot as an integral part of the overall shopping experience will be much better positioned to reduce friction, strengthen convenience, and create a more welcoming first impression. In an industry where small advantages accumulate over time, that may be one of the juciest opportunities hiding in plain sight.