Ahold Delhaize pilots same-day pickup through independent stores

Source: gondola, Wednesday, Jun 12, 2019

Ahold Delhaize is trialling same-day pickup through five independent Proxy Delhaize and AD Delhaize stores in Belgium. A core range of 5,000 products is now available online for the customers of Delhaize’s independent stores, compared to 20,000 products previously available via corporate-fulfilled delhaize.be. Limited online assortment makes it possible for independents to process and pick orders instore, thus allowing for faster pickup time. If successful, Delhaize plans to extend the service to all independent stores, adding more than 400 new collection points.

With the new pilot, Ahold Delhaize continues the trend of retailers and online platforms utilizing independents to offer fulfillment options. Amazon uses independent kirana stores for last-mile fulfillment in India, while Rewe is rolling out click & collect across its network, including independents, in Germany.

As grocery ecommerce gains momentum, smaller often independent stores are becoming increasingly embedded in fulfillment models.  With potential also for picking, suppliers must recognize the influence this channel can now have. CPG brands must develop effective online strategies and invest in shopper engagement to stay top of consumers’ minds and make the cut for the limited assortment available at smaller stores.