Digital advertising thoughts from the minds at MediaNet
In a new pilot program, Canadian grocery giant, Loblaw is set to test a click and collect grocery experience (source; Canadian Grocer). Users will be able to order online, have items selected by a personal shopper, and arrive to pick up groceries at the drive through.
Yes, home-delivered grocers have existed for quite a few years, but it hasn’t quite taken over the grocery industry as some had initially feared. Perhaps the click and collect method would be more appealing. We think it has strong potential: for one, familiarity of the drive through experience for consumers and two, knowing a human being selected your groceries from the store with care. The food is hand delivered to your car by staff, you can speak to them and look at the food before going home. Ultimately, this humanizes the internet shopping experience and is reminiscent of the old days when grocery staff would help you to your car with your purchases.
This is an exciting step ahead for retail with strong market potential. It will be interesting to see if shoppers would adopt this in the year ahead.