What: A new initiative tested to increase delivery options for customers

Why it is important: Retailers need to be creative to play with the limitations imposed by new technologies. In the case of drones, the limited weight that can be carried was played not as a limitation, but as an opportunity for Kroger to propose themed bundles.

GDR UK, a retail intelligence agency based in London, reported an interesting new initiative in terms of logistics and last mile delivery. US Supermarket Kroger teamed up with Drone Express to test a 15-minutes delivery option via drone.

This option is valid only for a limited number of products in one select location for now, and provides customers with the possibility to order from their smartphone and have the products delivered either at home or in nearby parks and public spaces.

Deliveries are limited to a total weight of 5 pounds, which is the reason why Kroger is proposing bundles of products respecting this maximum limit, with themes: baby care bundle (wipes and formula), “S’mores bundle” with crackers, marshmallows and chocolate.

The 15-minute delivery delay is not a firm promise, however the marketed message heavily insists on it.

This is clearly a test for expansion in case of success and good customers’ response.

Kroger trials curated bundles for 15 minute drone delivery