I think they’ve finally figured out that doing business online is part of the cost of doing business and are trying to minimize their losses. It’s not an accident that Amazon bought Whole Foods. Stores are the only way to generate profit for grocers, because it’s the only way to achieve rapid turns with existing low margin. Perhaps delivery fees can mitigate the cost of home delivery, but it’s not a big money maker. I can’t see how it ever will be, unless those cars, trucks and drones are flying around really, really fast.

Grocers are continuing to evolve their online offerings to meet customer expectations, but there is no final destination. Online is and will continue to be a work in progress as new technologies and customer requirements evolve. What is clear is that online is very much a part of grocery retailing today and it will only become more important in the future. What is also clear is that online is only a part of the formula for success and traditional techniques of delivering a successful grocery retail experience still very much apply.

To say grocers (or anyone else for that matter) have figured out how to make online work as part of their overall business is premature. Retailers of all types are experimenting and finding ways to meet the expectations of digitally-empowered shoppers. Click-and-collect and home delivery are two options that seem to be resonating with shoppers. We are at the very early stages of this journey and we will see and experience continual evolution and new additions to forging the online and physical retail worlds into a seamless shopper experience.

As the traditional lines of vertical demarcation between grocery, retail and QSR/fast casual continue to blur there will be many new and exciting possibilities for RFID supply chain management, IoT processes, experiential design and geolocation marketing and merchandising. The opportunities are endless!

Meijer spokesperson Joe Hirshmugl said it best: “Convenience is king to customers.” Are retailers asking if their initiatives are making it more convenient for their customers? That is the first question that grocery retailers should be asking themselves. And if it doesn’t mean going into the store, they should aggressively find ways to serve the customer without them going into the store. I live in the city and have a doorman, so home delivery is the name of the game here. But for those folks in the ‘burbs that may not work, as no one may be home to receive a delivery. So pickup at the store on the way home from work or while doing errands may be the key. While every retailer thinks, “let’s get people into the store and they will buy more” the alternative today is that forcing them to go into the store may actually chase them to a competitive alternative. I am not sure if grocers have finally figured it out. But they will either proactively do so or… Read more »

Not entirely. The challenges are still many and complex. Does the retailer do this in-house or outsource? Outsourcing via Instacart expedites the process. However the customer is really an Instacart customer. Developing and maintaining one’s own process can be expensive, time consuming and a distraction to running a brick-and-mortar operation.

Make no mistake, the Amazon/Whole Foods deal creates additional pressure on traditional retailers to move swiftly to an omnichannel perspective. Omnichannel is about customers, not channels. It is about your customers and how they interact and access your products and services!

Having said this, I still believe there is a tremendous opportunity for store-based food retailers to integrate online and in-store shopping. Make the store the final mile or destination. Click-and-collect allows for center store replenishment online while permitting the romancing of the rest of the store.

The one significant advantage brick-and-mortar stores had over Amazon was the knowhow to run traditional stores. With the Whole Foods acquisition, that advantage is now obviated. The time to act is now or never.

Short answer: They know it’s the future and they’re figuring out how to make it work. Now the longer version. I’ll go way out on the limb here, but let me suggest that in our fast-paced and technology-rich world, personalized convenience can be the addictive elixir for customers. You come to expect it, seek it and even desire it. Price then becomes secondary and the more market share you control, the more pricing power you will have in the market. Amazon’s ability to scale and spread investment costs across multiple industries and segments gives them an inherent cost advantage if others choose to compete on the same terms. Grocers have figured out that online grocery will be core to the future sales mix and are in various test and pilot stages. The key to success is that there is no single destination that all must target, rather they need to do four things: 1.) change how they account and treat their stores from cost/liability into opportunities to add convenience for their customers — their stores… Read more »

It’s an interesting question. I guess it depends on how you define the endgame.

Solutions like click-and-collect or home delivery are great in the short term, but result in customers bypassing stores — or at least the inside of stores — and that has some potentially ominous implications for the future. If I get out of the habit of going to the store, or going into the store, why do I need stores? And if I don’t need stores then supermarkets are competing head-to-head with e-tailers on item, price and service and losing the advantages associated with merchandising and marketing.

I am not saying that physical retailers don’t need an online strategy, but I am saying they need to be careful what they ask for — because in a rapidly changing consumer market, they just might get it.

The only way to successfully do business online is to try it and evaluate the results, and not just research and evaluate other grocers’ efforts. Obviously, grocers nowadays need to offer options for shopping. Online is one of them. But it never will be a major part of the business.

Online grocery is something consumers want for convenience, but are unwilling to pay a premium for. For pure grocers, the low margin on staples means delivery is a loss leader and a means to hopefully support the shoppers at the stores. Amazon buying Whole Foods is going to be interesting because any losses on grocery delivery can be made up by other higher margin Amazon items (Order groceries, and pick up a phone charger in the basket.) Going to be interesting to see how that works going forward.

Grocers may not have figured out how to make online work, but the impact to their overall business is minimal. This is because consumers aren’t really demanding this as part of their everyday shopping experience. Until this happens, the online grocery business is only a model waiting to grow.

Smart retailers are taking advantage of this time to beta test their models and prepare them for what will eventually become a major part of their business. Fortunately for everyone, until this happens, this is a solution looking for a problem.

For major online retailers, adding some hard good grocery items offers a chance to sell more products while claiming to offer expansion into the grocery segment. But the total grocery picture is still just a small future-focused solution waiting for the consumer to demand this model as its mainstay.

The leading grocery chains are laser focused on offering customers flexible ordering and pick-up and delivery options. Whether or not they are fulfilling online orders profitably remains to be seen. However, profitability for online orders may not be critical. What is more important is keeping loyal customers by offering what they want. Like other retail categories, we are seeing retailers move to new metrics to measure success. Instead of looking at in-store and online as separate businesses from a profitability, some retailers are now assessing performance from a market area perspective – recognizing that online sales impact in-store sales and vice versa. The model will evolve over time, but retailers should learn from the Webvan experience, then not let that color their vision of the future. Webvan lived in a pre-GPS world where traffic logjams where not updated in real time like today … no wonder they failed. Maybe our future might look a little like the past using the Mix & Match experience from Cemex, the Mexican cement manufacturer, who preloaded cement on their… Read more »

Stores are still the hub of commerce for grocers and will remain that way for the foreseeable future. That said, there’s no doubt that ecommerce and mobile commerce will have a role to play in the grocery segment, and grocers are finally figuring out they need to innovate in this area or outsiders (packaged meal startups, Amazon, etc.) will step in and take market share. Grocers haven’t found the secret sauce yet to make these extended sales channels profitable in and of themselves, but future success isn’t dependent on that — it’s about increased customer satisfaction and retention and lifetime value. It’s about driving customers to buy more and visit the store more.

Delivery will also play a role but it won’t be a profit driver — it’ll be something consumers want and will use but their purpose is to drive loyalty and repeat business. Grocers that figure that out first will be the most successful.