Tuesday, October 5, 2021

Rite Aid Evolving with a Fresh Food Focus


Retailer after retailer find that evolving with consumers pays off in the long run. Consumers are dynamic not static and retailers must be as well.  Demand for grocerant niche Ready-2-Eat and Heat-N-Eat fresh food had created new growth for many a retailer as regular readers of this blog know.

Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes that Rite Aid will benefit from its new partnership with Uber Eats garnering new electricity for its food, beverage, and snacking offerings. So, how is your branding extending your brand invitation this fall?

According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”  That said, what are you waiting for?

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

So, when Rite Aid announced the expansion of its partnership with Uber Eats to offer same-day delivery of grocery and healthcare products the undercurrents of customer demand were once again in play.

Get this, now on-demand delivery is now available for 2,185 Rite Aid drugstores across 17 states on Uber Eats. Customers who wish to order Rite Aid items for delivery open the Uber Eats app, tap the convenience or pharmacy icons, select Rite Aid, and begin shopping. Within the app, users can access a full catalog of healthcare and grocery products from their local Rite Aid store. Uber Pass and Eats Pass customers will also enjoy no delivery fee and 5% off on all orders over $15.

Battle for Share of Customer Dollars

Jim Peters, chief operating officer of Rite Aid, stated, “Consumer shopping preferences are changing, so we are continuing to evolve our retail business to ensure customers are able to conveniently get what they need to keep their family happy and healthy – whether they visit us in-store or buy online,” ... “By adding Uber as a delivery option, we are doubling down on an omnichannel approach that complements the busy lives of our customers. Ensuring convenient access to whole health essentials enables us to live our purpose of helping people achieve whole health for life.”

So, Uber Eats now becomes Rite Aid’s latest partner for on-demand delivery service for front-of-store products. The Camp Hill, Pa.-based drugstore chain has offered same-day delivery of groceries and OTC health products at all of its stores through Instacart under a partnership announced just over a year ago. This past May, Rite Aid teamed up with DoorDash for same-day delivery of nonprescription health, wellness and convenience products. And most recently in August, Rite Aid joined with Shipt nationwide to offer delivery in as soon as an hour.

Raj Beri, Uber’s global head of grocery and new verticals at Uber Technologies, stated, “Convenience is a key component of Uber’s delivery strategy, allowing us to create a seamless delivery experience by ensuring we have the essential stores and products customers need," said. "With our partners at Rite Aid, we're thrilled to make shopping for everything from cold medication to cosmetics more 'convenient' than ever."

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

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