Several supermarkets are adjusting to consumer expectations, as noted by the director of the Laboratory of Analytical Sciences in Agrifood at Dalhousie University, Sylvain Charlebois. In Canada, technology companies offer fast delivery services. He cites the example of Ninja, in the Toronto area, but others also offer them in different parts of the country, such as Goodfood Market and Cornershop.
The virtual market is expected to expand. We are not surprised to see the various supermarkets developing a much bolder virtual strategyunderlines the specialist.
An interest in fast delivery
Major Canadian grocery stores have invested in their e-commerce infrastructure. In most cases, they offer home delivery or in-store collection, at a specific time slot.
Partnering with delivery apps enables entry into the increasingly competitive fast delivery market. Earlier in June, Metro announced that more than 70 of its stores in Quebec would be present on the Instacart platform to offer delivery
in as little as an hour. The American company also has partnerships with Costco and Walmart in Quebec.
In April, the president and chief executive of Metro, Éric La Flèche, said he observed an interest on the part of consumers for delivery made inside a
short window time, during a conference with analysts. He had given the example of the partnership with Uber’s Cornershop, concluded in 2019, as an element of meeting demand, in addition to Metro’s own online service.
We believe we can meet consumer demand for more immediate deliveries.
Partnerships with delivery companies
Loblaw, which owns the Provigo and Maxi brands, announced Wednesday that stores in the Montreal area will offer delivery service through DoorDash. Starting in August, Loblaw will offer 30-minute delivery in the GTA and Vancouver, again through DoorDash.
Using third parties is one way to take advantage of the complementary expertise of delivery apps, according to Jordan LeBel, full professor of food marketing at Concordia University:
Managing last mile delivery isn’t easy. It takes skill.
The professor adds that fast delivery creates
headache companies whose expertise is in the physical retail sector. Route planning and workforce recruitment are among the challenges.
So why not entrust it to someone who is capable of doing it, who has made it their specialty? he said.
Entering into partnerships offers some flexibility to grocery stores when the size of the market is unknown to them. Globe and Mail. We believe that if we wait too long, it will be too late. There is going to be a change in consumer habits over time.”,”text”:”We can’t gauge the size of this market until we get there, said Loblaw Digital’s vice president, Lauren Steinberg at The Globe and Mail. We believe that if we wait too long, it will be too late. There will be a change in consumption habits over time.”}}”>We can’t assess the size of this market until we get there, Loblaw Digital Vice President Lauren Steinberg told the Globe and Mail. We believe that if we wait too long, it will be too late. There will be a change in consumption habits over time. Ms. Steinberg was unavailable for an interview with The Canadian Press.
Online grocery shopping is here to stay
Even if customers are less apprehensive than before about going to the grocery store, the enthusiasm for virtual grocery shopping has not dissipated with the relaxation of health measures, as Sylvain Charlebois observed. .
At the start of June, 21% of Canadians reported having placed at least one grocery order online in the past month, according to a Dalhousie University survey. This figure is slightly lower than the 23% recorded in February, at the peak of the Omicron wave, but still higher than the 17% recorded in November 2021.
Mr. Charlebois predicts that the adoption of online grocery shopping should accelerate as the service improves. He notes that 39.1% of Canadians believe they will order food online every two weeks by 2025.
We see that more and more Canadians are subscribing to this kind of service.