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After testing delivery via Instacart in Atlanta and Chicago, Aldi announced yesterday that it will expand the service to all of its US stores, and also will begin testing a curbside pickup system.

Business Insider writes that “Aldi is ramping up its investment in delivery and pickup amid fierce competition from Walmart, Kroger, and Amazon for consumers' online grocery purchases … With the national rollout, roughly 80% of Aldi stores will offer delivery through Instacart by the end of the year.”

Aldi US CEO Jason Hart tells Business Insider that the expansion of online services is all about “meeting the growing needs of today's shopper, who wants high-quality food at unbeatable prices.”
KC's View:
Aldi clearly is making the calculation, buoyed by its test experiences, that delivery does not run counter to its low price image.

But this simply reinforces my utter disbelief that so many retailers, who ought to be seeking ways to differentiate themselves from any and all competitors, would want to be doing business with Instacart, which will be delivering their groceries with the same infrastructure that they’re delivering Aldi’s.

What the hell are these people thinking? Instacart may be a good short-term solution, but as a long-term and strategic approach to e-commerce for most companies, it makes no sense whatsoever as currently positioned.