BENTONVILLE, AR – In the quest for America’s Top Online Grocer, Walmart one-ups competitor Amazon with a new technology designed to bring consumers closer to the fresh produce they’re purchasing. While more and more retailers are adding online grocery delivery services, according to CB Insights, many consumers are still reluctant to buy fresh food and produce online. Walmart’s Fresh Online Experience (FOE), however, allows consumers to view real images of their groceries before purchasing in order to verify quality and ensure customer satisfaction.

The FOE will provide customers the usual grocery options online. Shoppers can then select which products they would like to see in real time. A store associate will then scan the available items in the inventory and send a photo to the customer for their approval. If an item is approved, an edible watermark is placed on the product, designating intent to purchase.

A study from Nielsen last year predicted that in ten years, 60 percent of U.S. households will buy food online, which is leading retailers like Walmart to adjust business models to satisfy consumer needs. And, according to SupplyChainDive, Walmart’s new technology has just the potential to encourage consumers to buy fresh groceries online.

With more intricate technology coming into play, what will be the next development in online grocery? AndNowUKnow will continue to report with the latest.

Walmart