It’s not just Amazon and Whole Foods who are encouraging shoppers to think omnichannel when it comes to groceries. Both Walmart and Kroger are investing heavily in “click and collect” models, which allow shoppers to place orders online and pick up at the store. But what does this recent Amazon and Whole Foods merger mean for Walmart’s Store Pick-Up service and Kroger’s Clicklist; both of which have big expansion plans and are expanding their organic offerings?
Speaking with a local Kroger employee and examining the situation as shopper marketers, we realized that the implications impact many aspects of the business beyond the tech side. It has to be a true omnichannel shift to fulfill the needs of an omnichannel shoppers.
Some of the key implications we gathered from our conversations include: