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Supermarkets launch 'drive-in' grocery shopping

The Local · 9 Nov 2010, 15:52

Published: 09 Nov 2010 15:52 GMT+01:00

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The Real supermarket chain opened Germany’s first drive-in in the Isernhagen district near Hannover on Tuesday. The Rewe supermarket group, meanwhile, has just announced it will launch drive-ins in two or three major cities next year.

At the Real supermarket, customers will make their selections online, then pick up their order at a collection point. The customer pays €1 per order as a surcharge. Otherwise there is no difference in price, the spokesman for the chain said on Tuesday.

The new outlet is a trial for what could become the norm nationally. Should the test prove successful, the supermarket chain plans to build drive-in supermarkets across Germany.

Rewe will test two different styles for drive-in grocery shopping, to see which option customers prefer. Either they can order their shopping online and pick it up themselves, or they can have it delivered at a charge.

“We will start from winter 2011 onward in two or three big German cities and test two different online models,” Rewe chief Alain Caparros told business magazine WirtschaftsWoche. “We cannot afford to sleep through important trends.”

In recent weeks, mail order firm Amazon and the Hesse supermarket chain Tegut have entered the online grocery shopping market.

The Rewe boss criticised the running price war in the grocery business as collective suicide for the sector, saying he expected another round of price cuts. But there was little room to actually lure more customers or boost the volume of sales, he said.

Story continues below…

Rewe was not interested in predatory pricing but “we have to join in,” he said, otherwise customers would drift away. In the past few days grocery discounters had cut prices on many products for the eighth time this year.

DPA/DAPD/The Local/dw

The Local (news@thelocal.de)

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Your comments about this article

16:33 November 9, 2010 by DoubleDTown
this is silly. I'm happy to get out of my car, how about some extended opening hours (e.g. until midnight, or 24 hours). And Sunday?
01:00 November 10, 2010 by ReaderX
Agreed; extending opening hours would be a much better idea. Not only that, but it would provide more jobs for people.
04:33 November 10, 2010 by vonSchwerin
I shocked to hear this news. I thought we didn't do "convenience" and "service" in Germany.

-- ¦quot;We cannot afford to sleep through important trends.¦quot; --

How about Sunday opening hours? Even Sunday afternoon would be great.
07:45 November 10, 2010 by eddmac
what about just enjoying yourself on Sunday? Take a walk in the park or go relax somewhere. Close all the stores on a Saturday at lunchtime. All our lives would be less chaotic and potentially stress free.
07:46 November 10, 2010 by MaKo
Hmmm... I would agree that maybe launching friendly smiling, not chucking your groceries at you as you frantically attempt to stuff them into your bag/basket, and cashier glare-minimizing initiatives should have come ahead of this milestone of convenience.
09:03 November 10, 2010 by marimay
I think they should focus on having more variety and fresher produce.

I absolutely hate grocery stores here. They look like dollar stores, but half the size.
11:06 November 10, 2010 by annan1063
Agreed, the grocery shopping sucks here...the cashiers are rude and unfriendly, there is little room in any shop in which to pack your groceries and the selection is awful. I would NEVER take a chance and order online in the hopes that a clerk would fill the order properly and God forbide if there was an issue with it, one would be hard pressed to get any help to sort it out....If anything, the shops SHOULD be open on Sunday!!!
13:39 November 10, 2010 by Simon_Kellett
> I shocked to hear this news. I thought we didn't do "convenience" and "service" in Germany.

Yet more infiltration of Americanisms into German Kulture :-))
13:46 November 10, 2010 by marimay
And if I want to make an even remotely complex recipe I can't find half of what I need... anywhere. Unless I go to METRO, and even that is a gamble.

Very uninspiring and horribly boring shopping experiences.

"mexican week" has mexican baguettes .. what the hell is that? lol
15:44 November 12, 2010 by Deutschguy
What is all this resistance to more convenience? Families just don't have the time anymore for all these errands, which involve driving somewhere, parking the car, and traipsing in with children tagging along.

Everybody is over-scheduled. Especially professional moms and dads. Being able to drive up, have your groceries put in your car, and then drive off sounds wonderful.

It is nice to shop Sunday afternoons, but if I were busy with young kids and my job, plus all the other errands, this drive in shopping would be a time saver.
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