Ahold Delhaize is launching a separate division dedicated to e-commerce development. The unit, Peapod Digital Labs, will handle e-commerce across all of the company’s brands including Peapod.
J.J. Fleeman, who will head the new venture, says that it will leverage Peapod’s history of delivering innovative consumer experiences.
In its analysis of the announcement, Food Dive says that retail e-commerce has reached a turning point, where growth and investment in online grocery needs to give way to the development of innovation strategies, with resources behind them to make them succeed.
As examples of the developing new mindset, Food Dive cites Kroger’s recent partnership with online grocer Ocado, as well as Target’s purchase of Shipt, Albertsons’ purchase of meal kit maker Plated and the announcements by Walmart and Amazon that they are rolling out delivery in the US this year.