Micro-execution of grocery store, contextual commerce | PYMNTS.com
With the e-commerce of groceries here to stay, major grocers are adapting to find more cost effective ways to process online orders. SpartanNash, the Michigan-based grocery retailer and distributor that operates 149 supermarkets in the United States and abroad under a number of different banners, on Wednesday (July 14th) announced its first Micro-Execution Center (MFC), a facility of 55,000 square feet that will fill orders for 24 of the company’s western Michigan grocery stores. The facility will contain 16,000 products and will select and pack orders arriving through the company’s Fast Lane e-commerce platform.
“Fast Lane has been a huge added value for our store customers as the pandemic has increased the importance of safe and efficient grocery shopping, pickup and delivery,” said Tony Sarsam, CEO and president of the company, in a press release. declaration. “The Micro-Fulfillment Center is an exciting investment designed to further elevate the Fast Lane shopping experience as we strive to continually improve our speed of execution and product availability.”
Initiatives like these can help businesses meet the continued strong demand for online grocery shopping. PYMNTS data from The Bring-It-to-Me Economy: How Online Marketplaces and Aggregators Drive Omnichannel Commerce, created in collaboration with Carat through Fiserv, found that 72 percent of grocery shoppers now order their groceries online for delivery. Additionally, 27% of those shoppers are ordering more groceries online for delivery through local stores or delivery services now than before March 2020.
Sprouts Goes In Contextual Commerce With MyFitnessPal Partnership
Branded content is a rapidly growing space in the grocery store. Take, for example, Walmart’s recent partnership with Michelle Obama’s Netflix children’s food series, which brings animated characters to stores with augmented reality. Now, Sprout farmers market, which operates more than 360 health-focused grocery stores in 23 states, has partnered with a popular diet and fitness tracker app. MyFitnessPal to become the app’s first retail sponsor.
Businesses ad their partnership Tuesday (July 13), noting that common content will include “healthy recipes, articles, challenges and more.” This contextual integration, guiding consumers to Sprouts’ offerings as part of their daily health and fitness monitoring routine, opens up the possibility for Sprouts to reach more consumers while directing them to specific products. The two companies have already joined forces on recipe discovery tools. Now they will collaborate on a series of blog posts recommending seasonal and other products.
“Thanks to our marketing journey, we have identified [that] our main customers have started to increase our digital communication and [we] are starting to see this resonate with target customers, ”Sprouts CEO Jack Sinclair told analysts on a call in May. “Through our data sources, we continue to see positive trends, and the data points suggest that we are winning disproportionately with our target customers.”
Grocery Exosuits Tested by Ahold Delhaize Raise $ 15 Million in Funding
Clothing company Verve Movement announced Thursday (July 15) that it has raised $ 15 million as part of its Series A fundraiser to build and scale its grocery delivery solution, a software exoskeleton that uses motion sensors and robotics to protect the health and safety of workers. The company, which was launched in 2020, was created by a group of Harvard engineers as well as scientists.
“Our mission is to advance the safety and well-being of workers by creating the next generation of wearable technologies,” Ignacio Galiana, co-founder and CEO of Verve Motion, said in a statement. “This new round of funding will fuel continued development. of our solution and scaling operations to meet growing demand for our product to get it to the workers who need it most right now.
The company recently in partnership with ADUSA Supply Chain, the U.S. supply chain arm of global grocery giant Ahold Delhaize, to test its exosuits at the company’s distribution centers. For the test, grocery store “pickers”, people who prepare orders for delivery to businesses in contact with consumers, wore the overalls, which are designed to reduce the pressure of heavy manual labor on the workers’ bodies. . Verve Motion describes this as a “very successful pilot”.
Giant Food begins accepting EBT SNAP for digital orders
Speaking of Ahold Delhaize, subsidiary Giant food, which operates 164 supermarkets across Virginia, Maryland, Delaware and Washington, DC, announced Thursday (July 15) that it accepts Supplemental Nutritional Assistance Program (SNAP) payments through Electronic Benefit Transfer (EBT ) for delivery and pick-up orders online through the company’s digital ordering platforms or through Instacart.
“Convenience and value are of great importance at Giant,” Gregg Dorazio, director of e-commerce for Giant Food, commented, “and as online grocery demand continues at an all time high, we are excited to make shopping more accessible for our SNAP customers at Giantfood.com.”
The move is part of a larger push into the grocery industry and beyond to address the lack of e-commerce options for SNAP users. More grocers have enabled SNAP payments online, with Instacart announcing a major expansion of its SNAP integration in the spring, and Google getting involved in the effort with educational tools and resources.