Deliveroo is opening its first brick-and-mortar grocery store as the rapid delivery service attempts to expand its offerings.
“The grocery store offers customers a new way to shop, with customers able to shop in-store by ordering through digital kiosks; ordering via the Deliveroo app for collection at the store; and for delivery within minutes to local residents, offices and other addresses via Deliveroo’s network of riders,” the British company said in a news release sent to PYMNTS Monday (Oct. 3).
Based on New Oxford Street in London, the store is being launched in partnership with the Morrisons grocery chain, and offers more than 1,750 items, ready for collection or delivery within minutes, the release said.
Eric French, Deliveroo’s chief operating officer, said the store will give customers “even greater flexibility and choice and should help boost the local area with nearly two-thirds of shoppers saying they will visit other nearby shops as they come to shop with Deliveroo.”
The company said this store is part of a wave of new and expanded grocery partnerships, including those with Waitrose, Sainsbury’s, Co-op, ASDA, and Spar, as well as Auchan in France, Esselunga in Italy, and ParknShop in Hong Kong.
Deliveroo isn’t the only company in its sector combining digital grocery shopping and the brick-and-mortar supermarket experience.
Last month, the grocery technology company Instacart announced a bundle of six new, modular technologies that grocers can add to existing Instacart Platform offerings to offer an experience that combines the best of online and in-store shopping.
The bundle, known as Connected Stores, is meant to give shoppers the convenience, speed and personalization that they get online with the inspiration and discovery found in brick-and-mortar stores.
Meanwhile, research from PYMNTS finds that a significant share of consumers has begun exploring eGrocery options.
According to data from the July edition of PYMNTS’ ConnectedEconomy™ series, “The ConnectedEconomy™ Monthly Report: The Rise of the Smart Home,” 40% of consumers said they order groceries online for home delivery every month, while 16% do so every week.
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