Dive Brief:

• Cub has launched its own e-commerce platform with a number of new features to help online shopping replicate popular in-store benefits, according to an emailed press release on Wednesday. 
• The Minnesota grocer's new online ordering platform lets My Cub Rewards members access exclusive promotions, pre-loaded savings and digital coupons, along with earning fuel reward points. The grocer is fulfilling online orders from its stores, with associates picking the orders and Capstone Logistics delivery drivers wearing Cub-branded uniforms making deliveries. 
• Cub is emphasizing the quality and ease of its e-commerce offerings as grocers grapple with how to make e-commerce profitable.

Dive Insight:

Cub noted in the announcement how it’s aiming to make e-commerce match the quality of in-store shopping for consumers. For example, there’s a dedicated team of Cub associates who are trained to handle the order picking, and the delivery drivers are trained to prevent bruising, spilling and tipping of groceries while en route to customers. 

Cub is looking to give customers insight and control into the e-commerce experience, as well. Shoppers get a delivery driver tracker via text when their order is en route and receive printed receipts with their orders.

Cub also noted that if any customer service needs arise, the store where the order originated handles questions or concerns.

“Today’s consumer is busier than ever, and they shouldn’t be treated differently if they can’t find time to purchase their groceries physically in one of our stores,” Chad Bersie, Cub’s director of e-commerce, said in a statement.

Customers can schedule pickup and delivery up to two weeks in advance. As part of a promotion to encourage shoppers to try out the revamped offerings, the grocer is waiving pickup and delivery fees through Nov. 13. After that, orders of $50 or more for My Cub members will be eligible for free pickup or $9.99 delivery. 

Cub uses 300 independent contractors from Capstone to handle delivery from its 79 grocery stores and 28 Wine & Spirits and Liquor locations in Minnesota.

Parent company United Natural Foods, Inc. (UNFI) has recently increased its investments in Cub after previously looking to sell the chain. In addition to updating Cub's e-commerce business, UNFI is accelerating store remodels and exploring new store sites as it looks to capitalize on increased sales during the pandemic.