August 2016 - Albertsons and Safeway banners in Denver begin offering home delivery, with free delivery and discounts available to first-time users.
October 2016 – The service launches at participating Tom Thumb stores in the Dallas-Fort Worth market. Outdoor bulletins, billboards and run-of-press ads in newspapers including the Houston Chronicle support.
November 2016 – The retailer extends home delivery to select Randalls stores in the Houston and Austin markets, using similar tactics to plug the service.
Albertsons Cos.’ Randalls and Tom Thumb banners are incentivizing trial of a newly available home delivery service.
In Randalls stores, violators and freezer clings promise free delivery on a shopper's first order and explain how to place orders online or through a standalone mobile application available on iPhone and Android devices. Circular features and landing pages within both chains’ websites support, the latter also dangling a code for $10 off the first order, valid until March 17.
Available for purchases totaling $49 or more, the service offers shoppers same-day delivery and the option to place orders based on previous carts. Mobile app users can also scan a barcode to add the product to their cart. Items eligible for delivery include packaged goods as well as fresh produce and frozen foods, with fleets of specially equipped trucks deployed to complete the deliveries.
Albertsons rolled out the service to banners in several new markets in 2016. (See timeline at right for the full list of launches.)
The expansion takes place as supermarkets move to compete with e-commerce marketplaces by introducing options such as online ordering and curbside pick up, or by partnering with third-party services like Shipt or Instacart to offer delivery on-demand.
In fact, the launch at Tom Thumb and Randalls chains occurred just as Amazon expanded its own AmazonFresh grocery delivery service to Prime members in North Texas, the Star Telegram reported. Channel rival H-E-B, which began a partnership with Shipt in May 2016, extended the service to four additional stores in Houston around the same time.