By Frances Rahaim, Ph.D.aka "The Money Doctor"
Imagine yourself serenely grocery shopping with a complete sense of control, wheeling your cart through well arranged isles, choosing only items on your list, and knowing what you're total bill will be before you get to the register.
Consider the freedom in not justifying
each “put it back” item to persistent children who seem to desire every
colorful box boasting a prize, and who have little concept of the lack of
elasticity of the dollar. Okay, maybe it's not a day at the spa, but it's an
improved shopping experience, right?
It may seem next to impossible to achieve,
but the solution may be closer than you think. Some financial advisors
speculate that the calm environment of Internet ordering, complete with virtual
shopping carts we can put on hold at our whim, may make for more financially
responsible shopping, lessening impulse buys and allowing time to compare
prices thoroughly.
Others argue that the virtual atmosphere
helps disconnect us from our dollar and we forget to add the cost of shipping,
actually causing an increase in spending. No matter which theory you agree
with, one thing is indisputable: it is a timesaver and a convenience to have
the world’s shopping resources at your fingertips.
While a few short years ago it seemed
unimaginable, today we purchase an abundance of items online. Many stores even
allow you to order online and pick up at your local store — my favorite. Even
some pharmacies now offer online ordering and drive thru pick-up, so, why not
grocery stores?
Websites like Alice.com offer low prices
on household essentials, pantry goods and even some organics, but no
refrigerated items. They offer free shipping on every order, but perhaps the
most surprising feature is that they apply manufacturers coupons automatically.
No more clipping and there's less tendency to buy an item just because you have
a coupon for it.
Online giant Amazon.com has jumped on the
bandwagon as well with Amazon grocery. Prices there on most grocery items seem
competitive, as you would expect, and shipping is usually free for orders
greater than $25.
Amazon
Prime members enjoy free two-day shipping. Their "Subscribe and Save"
option may yield 15-30 percent discounts on automatic repeat shipments. I like
that Amazon allows you to cancel your subscription after the first order
without a penalty. Although meat and poultry items are available, shipping
tends to be pricey.
Most chain stores such as BigY, Stop &
Shop and Walmart are beginning to offer complete ordering online with delivery
at home. Stop & Shop’s Peapod program is one such service. Unfortunately,
my research did not unearth this option in our immediate area currently.
Membership
clubs like BJ's Wholesale warehouse offer discounts on everything from apples
to vacations, but are still falling short of a complete online grocery shopping
experience.
Of course, nearly all grocery stores now
offer flyers online and on mobile devices and some even have scan technology so
you can tally what you're spending as you go — a feature particularly useful
for sticking to a budget.
I think this emerges as another chance for
local stores to pull ahead in the competition for customer loyalty. Their
inventory is usually a manageable size to list, they're quite focused on
customer service and the incentive to compete continues to nudge them toward
building a better mousetrap.
Two very diverse store types stand out in
my mind as local examples:
·
Green Fields Market in
Greenfield and McCusker's Market in Shelburne Falls (greenfieldsmarket.coop)
offer a cooperative shopping experience. Their niche market is wholesome foods
and organic products. A visit to their Web site shows that more than 40 percent
of the stores’ purchases are from local vendors.
·
The Barn in Greenfield
(barngrocery.com), in business since 2002, offers deep discounts and sells both
in- and out-of-code product as well as fresh meats since 2009. They guarantee
everything in their store, even if it's out of date. Online coupons and flyers
are available at their informative Web site, which links to government and news
sites including CBS for detailed information on understanding “sell by,” “use
by” and expiration dates.
This may be a good time for me to point
out that no matter how large grocery stores in our area may seem, they all
employ local people and touch local lives. I am not seeking to favor either
large or small grocery stores, but rather to point out an opportunity to
upgrade our standard of grocery shopping locally.
Projecting into the future, grocery utopia
might be creating a grocery list online complete with prices, prior to reaching
the store. Or let’s really dream and consider placing the entire order online,
receiving competitive pricing, and having it delivered to your home — all while supporting our local economy.
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