Camille P. Schuster, Ph.D.

Publix is Back Online

August 10, 2010

FROM RETAILWIRE:
Publix closed its PublixDirect online grocery and home delivery service in August 2003, just two years after the service launched, due to insufficient volume. Now, the grocery chain is back with a test of an online grocery service, but this one will only include curbside pickup. Will Publix Curbside be successful where PublixDirect was not?      [more...]

This is a good experiment for "the last mile." However, what was the impetus for the experiment? Yes, consumers are busy but is this the issue (too hectic or difficult to get from the car to the store, through the store and back) that arose from a significant number of consumers when talking with them? If so, the experiment is a great solution to test. If the idea came from what managers think consumers want, then it is anyone's guess whether there will be sufficient demand.