Curbside Introduces Rakuten Merchant Cloud

Rakuten Merchant Cloud

March 5, 2019

When Curbside joined the Rakuten family in June of 2018, we knew opportunities to accelerate growth of our platform were endless, and our ability to scale globally could now be done seamlessly. Rakuten is a global eCommerce and Internet company, with over 1.2 billion global members across 190 countries.

Now a part of the Rakuten family, Curbside is proud to introduce its first solution suite anchored into the global Rakuten ecosystem, the Rakuten Merchant Cloud.

The Rakuten Merchant Cloud is a suite of cloud services that enable merchants to better meet the shopping and fulfillment needs of today’s mobile-first consumer, while also driving both digital growth and additional traffic to brick and mortar locations.

The Rakuten Merchant Cloud allows restaurants and retailers to deliver:

  • A simple and cohesive online to offline ordering and fulfillment experience for customers
  • Order Ahead/Pickup Now programs that run effectively and efficiently at scale
  • An experience that saves customers (and employees) time and stress
  • Experiences that drive more customers to your door, enabling:
    • Increased purchases
    • More repeat customers, more loyal customers
    • Increased revenue
    • Brand growth and longevity
  • Increased quality of products received by customers
  • Decreased dependency upon large volume of delivery (thus, increased margin)
  • More efficient order ahead/pick-up operations
  • Advanced Analytics: real-time and historical data to help your business understand the customer experience and consistently improve upon your operations

Learn more about the Rakuten Merchant Cloud, and the products that power it:

Activating the Rakuten Merchant Cloud is simple and turnkey for small-scale as well as enterprise businesses, enabling results to be recognized immediately.

  • Rakuten Merchant Cloud is modular, so it can be licensed as a whole or individually
  • It is designed for ease of integration with existing systems (POS, ecommerce, inventory/ERP) via public SDKs and APIs
  • It connects merchants to Rakuten’s global consumer and B2B ecosystem

Here are just a few partners who currently trust components of the Rakuten Merchant Cloud to deliver superior experiences to their customers:


To learn more or to connect with us, please visit:

Mobile Commerce to Empower Society

Published by Rakuten.Today

It’s Monday morning, you’re on your way to work. You reach your favorite cafe to grab your morning latte, but there’s a line of people snaking out the door. This is going to take a while. Or is it?

An employee emerges from the cafe holding a takeout bag, greets you by your name and hands you your coffee. Astonished gazes from the coffee line follow you, as you thank the employee and continue on your way.

This is the future that Silicon Valley startup Curbside, acquired by the Rakuten Group earlier this month, wants to make reality. It’s an exciting mix of online-to-offline, mobile commerce and same-day delivery, with a strong focus on empowering small businesses to take advantage of new technologies.

Cutting-edge convenience commerce

On his first visit to share the vision with Rakuten employees at a recent all-hands at Americas regional headquarters in the Bay Area, co-founder and CEO Jaron Waldman said “The physical world that we grew up in was very separate from e-commerce but we like to think that mobile commerce is going to become the dominant way that people order things in the future.”

Curbside enables customers to make purchases from physical stores through their mobile devices before they actually reach the store. Merchants are alerted when the customer is about to arrive, so that they can have the purchased item ready to go as the customer walks in. In addition to quick-service restaurants, Curbside also partners with retail clients such as CVS and Nordstrom.

“We’re working with some very large brands, and their mobile commerce programs are exploding,” explained Waldman. “They’re making big investments in hooking up their stores and their restaurants to be available for same-day commerce.”

Empowering small businesses

But according to Waldman, Curbside also has a vision for empowering small and medium size businesses.

“Smaller merchants — quick-serve restaurants, physical stores — they tend not to have big technology teams to help build these solutions in the right way,” continued Waldman. “We think that smaller merchants need an end to end platform to connect their stores, and that’s something we’ve been building towards.”

For the team at Curbside, the synergies with Rakuten were obvious. “We realized quickly that we saw the world in a lot of the same ways and there were a lot of opportunities to work together,” Waldman said. “Our competitors don’t have the same attitude of empowerment… we think we’ve found a like-minded outlook in the Rakuten family, because Rakuten has always been about empowering merchants through technology and helping them get online.”

State-of-the-art geolocation technology

Another thing setting Curbside apart from the competition is its cutting-edge geolocation tech. The company’s ARRIVE platform uses anonymized location data and machine learning to predict what time the customer will reach the store, down to the minute.

“We have location technology that is best in class,” explains Waldman. “If merchants want a six-minute alert before the customer comes to the store, we can give them that notification.”

And Waldman isn’t the only one excited about the technology. “Geolocation data is going to be critical in the future,” predicted CEO Hiroshi “Mickey” Mikitani at Rakuten’s weekly all-hands meeting in Tokyo. “Curbside provides access to the most state-of-the-art geolocation technology available.”

Exciting possibilities for the future of e-commerce

By becoming part of the Rakuten family, the Curbside team’s capacity for expansion into new areas will expand considerably.

“We’re really excited about everything that’s going on in Rakuten — across fintech, e-commerce, Rakuten Marketing, Ebates,” says Waldman. “We were absolutely blown away by the depth of the ecosystem in Japan.”

With so much potential for new businesses on the horizon, Waldman is enthusiastic about the future. “We couldn’t have found a better partner.”

Checkout the Rakuten Blog post

Mobile Commerce to Empower Society: Curbside


Curbside is Joining Rakuten


Today we’re proud to announce that Curbside is joining forces with Rakuten, a global leader in e-commerce with a global ecosystem of well over 1 billion consumers and merchants.

For our customers and partners the headline is that nothing will change.  Curbside will operate independently as a Rakuten-owned company with our team, services, partners and product offerings all remaining intact.  Joining the Rakuten family will give Curbside resources to accelerate our platform, scale globally and help our partners tap into Rakuten’s sizable ecosystem.

Denis and I founded Curbside with a mission to build technology to enable fast, easy mobile commerce at brick and mortar locations.  Our approach has always been to partner with great retailers, which has set us apart in a technology industry often focused on disruption and disintermediation.  Empowering local merchants is also deep in Rakuten’s DNA since the origin of its marketplace business in Japan.  As we got to know the Rakuten team we realized just how closely aligned we are and of the size of the opportunity that lies ahead as we bring our platforms together.

As consumers continue to flock to mobile commerce, retailers are in a position to leverage the huge investments that they’ve made in their physical stores to tap into digital growth.  Combining Rakuten’s mobile properties with Curbside’s technology has the potential to enable brick-and-mortar restaurants and stores to give their customers an immediate, convenient way to let consumers order ahead and drive growth.  Store operators armed with real-time information can provide great service to the growing number of mobile shoppers.

Curbside is joining forces with Rakuten because we share a vision around connecting consumers to easy, convenient mobile commerce at stores in the communities where they work and live.  It’s the vision that our team has been driving toward with such singular purpose since we started.  It’s the opportunity that our immensely supportive investors saw when they backed us, and it’s what our innovative retail partners believe in when they work with us.  I’m so grateful to the team, investors, and partners who have propelled us and are making this exciting next stage of the journey possible.

Key Metrics That Can Make or Break Your Pickup Program

Adoption of in-store and curbside pickup is growing rapidly, increasing nearly 43% from 2015 to 2017 with 50% of shoppers having used a buy-online-pick-up-in-store (BOPIS) service in the last 12 months, according to JDA. While a large number of businesses have adopted a mobile ordering program to stay competitive and meet customer demand, scaling your program can be challenging. When evaluating the performance of these programs, there are new metrics that you should monitor regularly, especially at launch.


Customer Wait Time

What is it? Wait time is the time period from when your customers pull into your parking lot to when they receive their order.

If there is one metric you should be obsessing over with your mobile order ahead program, it’s customer wait time. The time a customer waits to pick up their order directly impacts their satisfaction and likelihood to make a repeat purchase. We’ve found that customers are 2x more likely to repeat if their wait time is under 2 minutes.

There are a few things you can do to lower your customer wait time. First, operators need a technology solution that is designed for pickup, not ordering. A queue of orders sorted by actual pickup time reduces wait times for most customers. Store personnel with a sorted work list and visibility into order status, arrival ETAs, and customer wait time perform better. Second, operators with accurate and reliable arrival notifications integrated into current systems are able to trim minutes off wait from every order. Third, business managers at all levels need real time and historical wait time data so they can continually monitor performance at each location and address process or training issues quickly.


Dwell Time

What is it? Dwell time is the time period that your customer is at your location from wheels/feet on premises to wheels/feet off premises.

For most order ahead programs, dwell time is critical to knowing a full picture of the number of parking spots needed for customers that are picking up orders. If customers are dwelling, overall throughput of the program can decline. Poor throughput doesn’t just affect your order ahead customers. If you do not have available designated pickup parking spots, your order ahead customers are going to park elsewhere, reducing the number of spots available for in-store shoppers, and decreasing customer satisfaction for both in store and pickup customers.

Typically, the easiest way to reduce dwell time is to reduce customer wait time. Longer than expected dwell times can signal problems with a pickup program or unexpected customer behavior after pickup. It can be an issue to address through customer communication or an opportunity to upsell customers on additional items, since they are still at your location.

It is important to note that sometimes customer wait cannot be measured because current systems do not support capturing the handoff of pickup orders to customers. Dwell time then becomes the key metric. Dwell time can be measured solely with location technology and does not require changes in processes and systems. For take-away orders in food & beverage and BOPIS in retail, dwell time is a good surrogate for wait time.


Customer Satisfaction

What is it? Customer satisfaction measures how satisfied customers are with your service and how likely they are to remain loyal to your business.

One of the most popular methods for measuring customer satisfaction is the Customer Satisfaction Score (CSAT). It is easy to implement and requires a single question “How satisfied were you with your experience?” along with a corresponding survey scale. Businesses will get best results from their CSAT if it is sent immediately after the user completes their pickup so that it is fresh in their mind. By sending the CSAT regularly, businesses can track customer satisfaction over time and spot issues at specific locations.

A more sophisticated measure of customer satisfaction is the Net Promoter Score (NPS).  Since the growth of order ahead programs is a function of repeat rate and referrals, it is well suited to gauge the customer’s experience and likely behavior.

NPS is calculated with a single question “How likely is it that you would recommend [brand] to a friend or colleague?”, typically on a 0-10 scale. Those that respond with a 9-10 are considered Promoters and are more likely to purchase often, remain customers longer, and refer friends and family. Those that score 0-6 are considered Detractors and are unhappy customers who may impede growth through negative word of mouth. Those that respond with 7-8 are considered Passives and are satisfied but unenthusiastic and are more likely to move to a competitor. Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score.

Discover ARRIVE at Shoptalk’s Store of the Future Discovery Zone

Later this month, retail industry leaders from around the world will come together in Las Vegas for four days of learning, collaborating, and networking at Shoptalk, the world’s largest conference for retail and ecommence innovation.

The event will include 300+ speakers across 100+ sessions and is expected to have over 7,500 attendees. In addition to the speaking tracks, exhibitors will be showcasing the most cutting edge and established technologies and solutions in the retail space, with special Discovery Zones dedicated to Artificial Intelligence, Store of the Future, Emerging Technologies, and Grocerytalk.

Curbside will be showcasing ARRIVE in the Store of the Future Discovery Zone. BOPIS, curbside pickup, reserve online, appointments and other premium customer programs run better with ARRIVE. If you have a program that needs help scaling or a new initiative, let’s schedule 1 on 1 consultation. Or you can just stop by booth #SF1 and say hi.

Request a meeting here.

Stop by our TechTalk on March 19th at 3:15pm in the Exhibit Hall where Jaron Waldman, CEO of Curbside, will discuss omni-channel best practices and best-in-class technologies that will help retailers deliver 5-star pickup experiences, every time.

See you there!

[WEBINAR] Proven Practices for Delivering 5-Star Omnichannel Experiences

Join guest speaker Ananda Chakravarty (Senior Analyst at Forrester) and Jaron Waldman (CEO of Curbside) as they share insights and learnings from across the industry on mobile order ahead programs. Learn about the tools and processes that enable associates to drive high customer ratings and repeat purchases.

Retailers are investing heavily in technologies to support the increasing number of omnichannel customers with services like mobile order ahead and click-and-collect fulfillment. This webinar will focus on how to make these programs work at every store location. Maximizing the ROI on these digital store investments requires the right tools to empower store associates and the right tech to execute and scale these programs.

In this webinar, you’ll learn:

  • How to avoid store bottlenecks with the rapid growth of mobile order ahead programs.
  • Find out about new tools that empower store associates to gain better visibility into the pickup process and scale order ahead programs.
  • Learn why stores need to invest in new processes and training to meet the expectations of customers and drive repeat sales.

Theatro and Curbside Announce Partnership to Improve the Click and Collect Customer Experience

Theatro to showcase the benefits of the partnership at booth #1121 during NRF Big Show 2018

DALLAS – Jan. 8, 2018Theatro, pioneers of the world’s first intelligent assistant and voice-controlled mobile app platform, today announced a partnership with Curbside, a leading in-store fulfillment solution provider, to improve the ‘click and collect’ customer experience. This partnership will allow retailers to increase the efficiency of in-store pickup of online orders by empowering retail associates with hands-free, real-time communication and insights about consumer orders. Theatro and Curbside will demonstrate the functionality and benefits of the partnership in booth #1121 at the NRF Big Show 2018 in New York City, Jan. 14-16, 2018.

“To meet the growing demands of today’s customers, in-store services such as click and collect must be as frictionless and efficient as possible,” said Chris Todd, CEO of Theatro. “By partnering with Curbside, we are combining hands-free mobile and voice technologies with real-time operations information to optimize omnichannel retail. This creates a truly fluid experience that enriches the shopping journey for everyone.”

How it works: When a customer order is received through a retailer’s order management system, Theatro’s voice-enabled intelligent assistant will immediately notify associates directly in their ear that an omnichannel order has been received – guiding the associates through picking and fulfilling the order. The associates can instantly confirm who will manage the task, identify the matching order and its location in the store and stage the product(s) for pick up. Through integration with Curbside’s location technology, ARRIVE, Theatro notifies the associate with a proximity alert when a click and collect customer is on the way, allowing the associate to stage the item at the front end, and again notifies the associate when the customer has arrived. Upon arrival, the right associate is assigned to greet the customer and offer cross-sell items to complement their purchase. This creates a streamlined omnichannel fulfillment process for the associate and a personalized and frictionless click and collect experience for the customer.

“The physical store is rapidly changing as consumer expectations for omnichannel execution increase and retailers rising to the challenge are rewarded,” said Jaron Waldman, founder and CEO, Curbside. “By integrating the notifications from our ARRIVE product into their voice platform, Theatro is enabling efficient pickups and personal engagements with order-ahead customers who seek an elevated experience.”

Theatro will lead demonstrations throughout the NRF Big Show in Booth #1121, Jan. 14-16 at the Javits Center in NYC.

About Curbside
Curbside, a Silicon Valley startup, connects stores and restaurants with mobile customers.  The solution makes ordering ahead and picking up merchandise or food easy and efficient. Founded by former Apple experts in location services in 2013, Curbside works with leading retailers such as CVS, Nordstrom and Sephora, and leading restaurant chains such as Chipotle, Pizza Hut and Boston Market to scale their order ahead programs. The company is enabling the rapid growth of Curbside pickup programs globally. Curbside recently announced a public SDK for ARRIVE, its predictive arrival technology already downloaded onto millions of consumer smartphones, so that global app developers could take their customer experiences to new levels.

About Theatro
Theatro, based in Dallas, Texas, brings the advantages of IoT, wearables, and new workforce-optimized apps together in a SaaS offering to provide companies in retail, hospitality and manufacturing with a new breed of mobile solutions for hourly employees. The Theatro intelligent assistant and voice-controlled mobile apps connect hourly employees to each other and to critical enterprise applications. With Theatro, employees stay focused on the customer, without having to look at a screen to access information. Theatro’s solution enables employees to play their role in providing an incredible customer experience while increasing sales, employee productivity, conversion rates and operational profitability. For more information, visit


Media Contacts

Greg Earl, Ketner Group PR + Marketing (for Theatro)

Melinda Hickman, Access Brand Communications (for Curbside)

Announcing the ARRIVE SDK for Developers

Knowing when your customers are coming. It’s a problem that’s simple in theory, difficult in practice and more urgent than ever as physical and digital commerce continue to rapidly converge.

Today we’re proud to announce a public SDK for ARRIVE, our predictive arrival technology. ARRIVE is a tool for seamlessly bridging digital and physical worlds. It’s the first thing we built when we started the company, which made a lot of sense given our backgrounds working on location technology for iOS at Apple. Now, we’re excited to be opening it up to the broader developer community to incorporate into any iOS or Android app.

ARRIVE makes a predictive determination that someone is approaching a physical site using their smartphone, without draining their battery. ARRIVE also provides a definitive understanding of when your users are at your locations as well as visualization, metrics on how long they spend there and more. It alleviates the need for check-ins. We think of it as air traffic control for real-world locations.

The ARRIVE SDK already runs on millions of smartphones, built into the apps of Sephora, Nordstrom, Pizza Hut, CVS and many others. We’ve helped our partners service tens of millions of customer trips across thousands of locations. ARRIVE alerts our partners when their customers are approaching, allowing them to provide a premiere curbside pickup experience, better in-store service, food that’s out of the oven just as the customer pulls up, or a dressing room ready with reserved items inside when the customer walks into the store.

ARRIVE continually learns from patterns of arrivals – taking into account real-time traffic, real-world patterns of approach on road networks, and hundreds of other inputs to make a confident determination of when a customer is arriving.


Developers sometimes assume they can use geofences or beacons to know when users are approaching (or have arrived). Several of us on the Curbside team worked on iOS geofencing technology, and one reason we built ARRIVE is that we understood geofencing’s limitations for mission-critical use cases.

Geofences are a distance-based technology, essentially setting up a radius around a location. If the radius is too large, you’ll get false alerts when customers aren’t really on their way. If the radius is too small, alerts are likely to occur after the customer has already arrived, if at all. ARRIVE gives a time-based notification, which corresponds to a very different distance in a dense urban area than it does if the customer is approaching on a freeway in the suburbs.

Beacons also don’t work for mission-critical arrival alerts – some 40% of users disable Bluetooth on their devices (42% of Curbside app users disable Bluetooth; other app developers also report rates between 35% and 45%). Even when Bluetooth is on, beacons have a high failure rate for outdoor use and can be painful to deploy and maintain.

ARRIVE is built to help people creating apps around physical world locations to overcome the limitations of geofences and beacons.


The ARRIVE dashboard offers real-time visibility and analytics on customer trips, including valuable statistics such as how long users are spending at a location or how long they are waiting for an action (like an order handoff) to complete. Alerts and customer trip status can be consumed wherever and however you want, with an SDK for native apps and a REST API and webhooks for desktop, web, or other systems like point-of-sale. Or you can use the ARRIVE Console to get alerts, visualize trips, and close out orders.

At Curbside, we focus on helping our partners build great experiences without aggregating and selling their users’ location data for advertising purposes. As digital and real-world commerce continue to blend, new opportunities to innovate on customer experience are opening up across retail, food, hospitality, travel and other domains. We built ARRIVE to help you explore those applications. We know there are many more possibilities than we could ever dream up, which is why we’re so excited to be putting this tool into the hands of the developer community today.

What could you do if you knew exactly when your customers was arriving, every time? We can’t wait to see. Contact us to learn more about how ARRIVE can help your business.

Amazon and Whole Foods partnership

Amazon + Whole Foods: Quick Convenience Coming to a Location Near You

Making local stores shoppable from their digital properties has been a key strategy for retail leaders serving customers who increasingly start their shopping online. With Whole Foods becoming a part of Amazon, connected stores will fast become table stakes in the competitive retail industry. Amazon has long competed on selection, price and logistics. Connected stores with same hour convenience in 450 locations are likely on the way.

The strategy is simple — offer mobile shoppers a quick and convenient way to shop online from local store inventory. Build the experience into a mobile app, often promoted through a loyalty program. Let the store become an efficient pickup point. Promote and reward regular in-store shopping trips. Offer curbside pickup in an hour or less for time-crunched customers who like quick convenience. Retailers like CVS who have established these programs are better prepared to compete with Amazon. They have a head start offering new options that are likely to come to Whole Foods locations in their trading areas.

Amazon has been a tough competitor, but has largely struggled to gain traction with quick convenience. In most markets, Amazon has not been able to offer immediate gratification to the consumer. Amazon has had difficulty fulfilling digital orders in an hour. That is likely to change, if several of the programs currently piloted by Amazon come to Whole Foods locations.

This news is a call to action to refine current order ahead programs or get a branded, connected store program quickly in place. Fortunately, there are best practices, mature technologies and great metrics that allow retailers to scale these programs quickly. The key for the retailer is to choose the experiences that are right for their customers, consistent with their brand and sustainable over time.

At Curbside, we work with retailers and restaurants on digital ordering programs that deliver quick convenience to consumers. We offer a full suite of products, including a white label platform for digital ordering and a pick/pack tool for efficient fulfillment. We connect apps and websites to local stores. We have a passion for developing great new customer experiences for the digital age. With the news today, that digital age is coming more quickly.

Curbside Partners with Yelp Enabling On-the-Go Convenience

As consumer shopping behavior continues to evolve towards mobile, it’s become increasingly important for merchants to connect with their customers where they spend a lot of the time – on their phones on leading digital properties. At Curbside, we build products that bridge the gap between digital and local, making it faster and easier for consumers to find and pick up products at local retail stores and restaurants.

Today, we’re announcing that Curbside has partnered with Yelp to power for the first time ever a feature that will enable consumers to shop within Yelp. They will pick up their items at a local store, within an hour, without ever having to get out of the car. Yelp with Curbside pickup marks a huge opportunity for retailers and restaurants. Local stores can now streamline the shopping experiences for Yelp users by bringing locally available products and promotions into Yelp and offering a quick pick-up experience which is so convenient for today’s busy consumers. Yelp wants to expand its deep local connections to more restaurant locations and to traditional retail stores.

The functionality will expand nationwide to thousands of CVSs across the United States where Curbside pickup is already available. This partnership will now provide CVS customers with another convenient way to buy and pick up their products on the go through an app they already use to connect with great local businesses. We’ll also be adding additional retailers and businesses, including Pizza Hut, which is currently live in select markets and will be expanding in the coming months.

At Curbside, we know that retailers and restaurants focus a lot of resources to bring consumers to their properties. We want to offer a way for local merchants to extend their offerings into digital properties like Yelp, where consumers already are spending a great deal of their screen time. This is the beginning of a number of partnerships that will help retailers and restaurants reach customers on any mobile device, however they prefer to shop.

Jaron Waldman, Co-founder and CEO