How Google Is Helping Grocers Automate E-Commerce

Company expanding digital pickup functionality
Gina Acosta, Progressive Grocer
How Google Is Helping Grocers Automate E-Commerce
Google Maps Pickup is now available in more than 2,000 stores across 30 states including Kroger banners Kroger, Fry’s, Ralphs and Mariano's.

Google is expanding its grocery e-commerce functionality after successful tests with the Kroger Co. in Oregon.

According to a Google blog post, Google Maps Pickup is now available in more than 2,000 stores across 30 states including Kroger banners Fry’s, Ralphs, Mariano's and more.

First launched in Portland, Ore., at Fred Meyer stores, customers using Google Maps can place a pickup order from a retailer, and pickup with Google Maps allows them to track their order status, share their ETA and let the store know they have arrived, all from the app.

"People who use pickup with Google Maps typically wait less than five minutes for their groceries, meaning you can grab exactly what you need and get right back to your day," said Amanda Leicht Moore, director of product, Google Maps. 

The announcement from Google also included launches related to Google Maps' Directory feature adding more information about stores, and a new way to make business reviews more detailed. 

According to Google, more than 1 billion people use the Google Maps app, which gives grocery retailers such as Kroger access to millions more households as grocery e-commerce adoption continues to increase.

Earlier this year Albertsons Cos. and Google launched a multiyear partnership with the aim of making shopping easier and more convenient for millions of customers across the country, merging the grocer’s broad reach and retail know-how with the tech company’s capacity for customer-centric disruptive innovation. The partnership’s rollouts will build on projects already implemented to improve the customer experience. Albertsons specifically mentioned teaming up with Google Maps on grocery pickup and other online ordering use cases.

Serving 60 million households annually nationwide through a digital shopping experience, and almost 2,800 retail food stores under a variety of banner names, Cincinnati-based Kroger is No. 3 on The PG 100, Progressive Grocer’s 2021 list of the top food and consumables retailers in North America.

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