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by Kevin Coupe

This commercial has been out for a few weeks, but I just caught up with it yesterday … and it struck me as a) a good commercial, and b) a deliberate attempt to get in on the replenishment business that Amazon has successfully mined with Subscribe & Save and Dash Buttons, not to mention the way in which it is positioning its Alexa-powered smart speakers for that segment.

Not sure it does much to woo away Amazon customers who are using its various programs, but it may appeal to people who want control over what products are replenished and when, and find Amazon’s approach to be off-putting. But it works, and is worth a look … because any retailer that gets a piece of the replenishment biz has an immediate advantage over retailers that are ignoring this side of the business.

I’ve said it before and I’ll say it again. Any food retailer not in the replenishment space is at severe risk of losing a significant portion of its center store sales to a retailer that is.

And that’ll be an Eye-Opener.

KC's View: