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DIA pilots mobile grocery service, pickup lockers for easy shopping

January 24, 2014

The diadiscount app

International grocery chain DIA is testing a new mobile grocery ordering service that lets consumers order via a mobile application and pick up in-store.

Diadiscount enables consumers to order groceries in advance and then easily drop into a store to retrieve groceries from independent refrigerated lockers by inputting a confirmation code. The program is being piloted in France and is powered by Airtag.

‘The strategy  behind launching the new service was to bring customers a new and innovative mobile grocery experience that was quick, convenient and seamlessly easy,” said Jérémie Leroyer, CEO of Airtag, New York.

“Including refrigerated pick-up lockers brings this to life, because customers can pick-up their groceries at their own leisure, without any additional time added in-store, waiting for order delivery,” he said. “We wanted to make the entire journey from ordering to pick-up, fluid for the customer.

“In a few clicks the customer can place a grocery order from home or on the go, orders can be prepared within 30 minutes of ordering, and pick-up in-store is completed without any additional waiting time. The refrigerated lockers deliver customers a speedy in-store pick-up  while keeping groceries fresh.”

To access the new service, consumers must first download the free diadiscount app on Apple’s App Store or Google Play. They can also order from a mobile Web site.

Consumers can choose from more than 1,300 products on the app, and they can pay online before getting to the store. They can also select a preferred pick-up time.

A screenshot of the app

Consumers can then go to the store to pick up the groceries from refrigerated lockers. Consumers are given a unique confirmation code when they place an order via the app, and they must then enter that code to open their specific locker.

During the pilot in France, the first 300 consumers that place an order using diadiscount will receive a special prize when they pick up their order.

The in-store lockers

Mobile ordering
Diadiscount creates a convenient and easy way for consumers to pick up groceries when they are in a rush. They can avoid wandering around the store looking for items on a shopping list, but they also do not have to wait for items to be delivered.

It combines the best of mobile ordering and in-store shopping. The service also benefits DIA by saving shipping costs and increasing in-store traffic.

Other marketers have also been experimenting with mobile ordering, but none have integrated the service with refrigerated in-store lockers.

For instance, Kentucky Fried Chicken UK and Ireland rolled out the Fast Track app to let consumers place an order via mobile. The QSR recently expanded the app by integrating PayPal as a way to pay (see story).

Burger King has also been expanding its mobile ordering service, now hitting cities such as Minneapolis, MN, Spokane, WA, Boston, New York and Miami (see story).

“Mobile commerce is important because it enables retailers to reach the growing number of our customers that want to shop for their groceries on the go, from home or anywhere in-between,” Mr. Leroyer said. “Through new mobile services, retailers are able to deliver great customer service and build one to one relationships.”

Final Take
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York

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Rebecca Borison is editorial assistant on Mobile Commerce Daily and Mobile Marketer. Reach her at

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