Dive Brief:

• SpartanNash has added GPS location technology to its existing click-and-collect program, Fast Lane, according to a press release. The new feature enhances transparency for shoppers and gives stores an accurate arrival time for customers coming to pick up their grocery orders.
• Customers will receive an alert when their order is ready and can then opt to share their location with he company. Stores will track the shoppers' progress and aim to have their order ready by the time they arrive.
• The GPS tracking feature is available at Family Fare, Forest Hills Foods, VG’s and Dan’s Supermarkets. The Fast Lane service is available at 68 stores across six states.

Dive Insight:

Grocery pickup has gained considerable momentum due to the fact that it's cheaper for both the customer and the retailer. Now, grocers are fine-tuning their pickup programs and offering new features to win over shoppers and keep them from straying to competitors.

SpartanNash has been testing its GPS tracking program for months. At an industry conference last summer, e-commerce director Matt Van Gilder said its program, launched in partnership with Radius Networks, cut wait time from an average of eight minutes to almost zero. 

Walmart and Target already have a similar technology in place, and regional players like SpartanNash are trying to keep pace. Just last week, Lowes Foods partnered with Radius to use its FlyBuy location tracking technology for curbside pickup at its 80 store locations. The technology alerts the retailer when the customer is approaching the store and shows where they are parked — similar to SpartanNash's new offering.

SpartanNash also offers a $49-per-year subscription that gives shoppers unlimited free order pickups. Customers who use the service spend 30% more on average, Van Gilder said back in July. 

Retailers across the industry are adding click-and-collect to their stores. Walmart now offers grocery pickup from more than 3,000 locations while Albertsons plans to have its Drive Up & Go service at more than 1,400 stores within the next two years. Instacart, the e-commerce provider that made its name in delivery, has added a suite of new features to its pickup program and plans to double the number the number of stores that offer the service by the end of this year.