Belgian supermarket chain Delhaize hopes to expand its current e-commerce service to its 400 franchise stores and has started a same-day delivery test in five of those stores.
The test hopes to allow the chain to offer faster processing of online orders, as the independent stores (like Proxy Delhaize or AD Delhaize) would pick the products straight from their own shelves. Until now, customers had the choice of getting their online orders delivered at home or to pick them up in one of Delhaize's self-owned stores: these are processed in a central distribution centre and need a day for fulfilment. The trial would also allow customers to pick up their groceries on Sundays.
The five stores (Brakel, Fontaine-l'Évêque, Grembergen, Meeuwen and Sint-Amandsberg) will offer a core range of 5000 products, from which shoppers can choose their weekly groceries. This core range is based on availability in the selected stores. If the trial yields good results, Delhaize will offer the service in all 400 franchise stores. The retailer sees huge benefits as ever more customers start ordering online, among all walks of life - commuters, families with young children and pensioners alike.