Foodservice Solutions® regular blog readers know that our Grocerant Guru® Steven Johnson is based in the Pacific Northwest. There must be something in the water as industry leaders in the Northwest seem to have an understanding other’s have missed.
At the intersection of food customer migration from legacy food retailers to new non-traditional avenues of distribution Johnson, stated, Amazon Fresh, Amazon Go, Whole Foods are in the process of redefining the ‘Middle” of the retail food market. They are repositioning without getting noticed garnering new customer, with both new products, services, and pricing that most legacy grocery stores, chain restaurants, and C-stores are not equipped to compete with.”
Consider just what other key industry leaders from the Pacific Northwest has been saying, Zillow CEO Rich Barton coined the term “The Great Reshuffling” as people move amid the pandemic and Starbucks CEO Kevin Johnson recently stated we now have “The Great Human Reconnection”. It is at that intersection that we now find more leadership and once again its from the Pacific Northwest, and that company is once again Amazon.
Looking a customer ahead, with the same view as Rich Barton, and Kevin Johnson we find Key by Amazon In-Garage Grocery Delivery service, Prime members can have their Whole Foods Market or Amazon Fresh online grocery delivery orders placed inside their garage, that by the way is offered in 5,000 U.S. towns and cities. Prime members can opt to have their Whole Foods Market or Amazon Fresh online grocery delivery orders placed inside their garage.
Stephenie Landry, vice president of grocery at Amazon, stated, “We’ve worked hard to bring the convenience of grocery delivery from Amazon Fresh and Whole Foods Market to even more Prime members, now reaching customers in more than 5,000 cities and towns,”,… “I’m thrilled to offer customers Key In-Garage Grocery Delivery and believe this expansion illustrates our commitment to continually innovate to make the experience of ordering groceries online even better for customers.”
This service may not be a favorite of aging retail grocery stores executives, aging food consultants, or even start-up chain restaurants. However, the team at Tacoma, WA based Foodservice Solutions® reminds us they are not the target market.
So, Amazon Customers can use the Key by Amazon app or Amazon mobile shopping app to get an alert when their package is delivered.
Key In-Garage Delivery enables Prime members with a Chamberlain Group myQ Smart Garage Hub or compatible garage door opener to receive packages in their garage. After linking their myQ app with Key, customers click on “Key Delivery” at checkout upon finishing their shopping at amazon.com/wholefoods or amazon.com/fresh. Packages are brought by a trained delivery professional, and customers can use the Key by Amazon app or Amazon mobile shopping app to get an alert when their package is delivered.
Users also can view videos of the delivery by using a compatible Ring smart home camera with their Ring Protect Plan or a LiftMaster Smart Garage Camera powered by myQ with a myQ Video Storage Subscription, Amazon said.
In support of the expanded service, Amazon is offering a $20 Amazon credit after customers’ first in-garage grocery order.
Battle for Share of Stomach
Pete Gerstberger, head of Key by Amazon, stated, “Customers who tried Key In-Garage Grocery Delivery have loved the service, which is why we’re expanding it to everywhere Amazon offers grocery delivery,” … “As customers look for more convenience in their daily lives, we’re excited to deliver another service that not only helps them save time, but provides peace of mind knowing that tonight’s dinner is safe in their garage and out of the weather.”
So, in a recent Morning Consult poll commissioned by Amazon, nearly 70% of Americans said grocery delivery provides a convenient option when they don’t have time to make a trip to the supermarket. Fifty-four percent cited convenience as the most important benefit of grocery delivery service, and of those respondents, 77% reported saving time as an advantage.
Currently, Amazon operates 12 Amazon Fresh supermarkets in California (eight locations) and Illinois (four locations), while Austin, Texas-based specialty grocer Whole Foods, an Amazon subsidiary, operates 503 U.S. stores in 43 states.
Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook, LinkedIn, or Twitter
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