SpartanNash supermarkets get in sync with curbside pickup

SpartanNash is leveraging GPS location technology to improve curbside service in its Fast Lane online grocery pickup program.

The grocery distributor’s Family Fare, Forest Hills Foods, VG’s Grocery and Dan’s Supermarket retail banners are now using Radius Networks’ location-based FlyBuy Pickup service with ShopperKit’s in-store grocery fulfillment software to bring out Fast Lane orders to customers right when they arrive at the store.

Grand Rapids, Mich.-based SpartanNash went live with the integrated FlyBuy-ShopperKit solution after piloting it over the summer at Family Fare in Michigan.

The click-and-collect platform works as follows: After placing a Fast Lane curbside order, customers will be notified when their groceries are ready for pickup. They then can share their location — via the Family Fare, Forest Hills, VG’s and Dan’s mobile apps or a web browser — to let their Fast Lane personal shopper know they’re heading to the store. That allows customers’ orders to be prepared and delivered to their vehicles the moment they pull into the pickup area.

“Fast Lane and our new GPS technology are part of SpartanNash’s commitment to providing our store guests with what they want, when they want it — fast and friendly,” Tom Swanson, senior vice president and general manager of corporate retail at SpartanNash, said in a statement. “Fast Lane’s click-and-collect experience is tailored to fit the needs of our on-the-go store guests while providing quality products at an affordable price.”

Related:Family Fare rebranding expanded by SpartanNash

Radius Networks and ShopperKit in August announced a partnership to integrate their technology as a turnkey solution for curbside and in-store pickup programs. FlyBuy Pickup uses proprietary machine-learning technology to calculate a customer’s arrival time and on-premise location. Meanwhile, ShopperKit’s in-store fulfillment system enables stores to quickly receive, prioritize and process orders from retailer websites. When an order is placed via the retailer’s e-commerce platform, FlyBuy Pickup instantly begins tracking the customer journey and sends the designated pickup store live updates and alerts based on the customer’s location. ShopperKit then tells grocery pickers which customers to prioritize and when, based on their estimated time of arrival.

SpartanNash noted that the integrated solution creates a frictionless, personalized experience for customers using Fast Lane online shopping and pickup.

“This new technology will completely change our customers’ experience with Fast Lane,” according to Brian Holt, vice president of marketing for SpartanNash. “Fast Lane already provides exceptional customer service, with overall satisfaction scores 30 points higher than the national average, as well as some of the nation’s leading fulfillment rates. And our new GPS location technology will only improve the ease and speed of the Fast Lane experience.”

Related:New CIO takes reins at SpartanNash

Since Fast Lane’s launch in July 2017, SpartanNash has rolled out a range enhancements, such as at-home delivery, instant clipping of digital coupons and fast online order fulfillment, in as soon as two hours.

Currently, 68 SpartanNash stores in Michigan, Minnesota, Nebraska, North Dakota, South Dakota and Wisconsin offer Fast Lane under the Family Fare, D&W Fresh Market, Family Fresh Market, VG’s, Dan’s, Forest Hills and Ada Fresh Market banners. Overall, SpartanNash owns and operates 156 supermarkets, also under the Martin’s Super Markets banner.