Click-and-collect has become a permanent fixture in the European grocery market, and U.K. grocery chain Sainsbury’s is the latest to adopt the trend. Sainsbury’s is piloting the service at its Farnham store in southern England, and will be expanding it to 20 others in the next two weeks. L2’s Insight Report on the European Grocery category finds that the U.K. is far ahead of France and Germany in developing digital and omnichannel solutions for grocery shopping. For example, 90% of orders are fulfilled by delivery. And all of the major brands (Tesco, Sainsbury’s, ASADA, Morrisons, Waitrose and Ocada) make delivery services nationally available.

EU-01Prior to offering click-and-collect for the first time at one of its stores, Sainsbury’s offered pickup service at select lockers in London’s tube stations. Orders needed to be placed before 1 pm to be available in the afternoon on the commute home. After Sainsbury’s adoption Ocada will be the only national grocery chain in the U.K. without click-and-collect.

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