General Motors is getting into the grocery cart business – or at least the e-cart business. The company’s wholly-owned subsidiary, BrightDrop, has unveiled a temperature-controlled e-cart called Trace Grocery that optimizes digital pickup and fulfillment.
BrightDrop, which offers a portfolio of electric vehicles, smart containers and software for last-mile deliveries, has spent the past year or so refining the e-cart prototypes and technologies. Following a successful pilot program at two locations in Kentucky, The Kroger Co. will soon begin using Trace Grocery in its e-commerce operations.
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“COVID has driven a dramatic increase in online grocery shopping, and fulfilling these orders profitably has become a major challenge for retailers of all sizes. With the Trace Grocery, we saw an opportunity to help companies like Kroger tackle these challenges head on,” said Travis Katz, president and CEO of California-based BrightDrop. “As online shopping continues to grow, BrightDrop is committed to developing innovative solutions to help our customers keep pace. The Trace Grocery is a perfect example of this.”’
Trade Grocery streamlines and expedites fulfillment by allowing store associates to put orders directly into the unit before stationing it curbside for customer pickup. Shoppers can access their orders, then, without having an employee present, helping stores maximize labor.
Capable of storing 350 pounds of groceries in up to nine compartments, the e-cart can be easily navigated inside and outside a store and includes features like auto-breaking and weatherproofing. Items can stay in the unit at food-safe temperatures for up to four hours.
According to BrightDrop, full-scale availability of Trace Grocer is expected in 2024. The company is also working on advanced customizable capabilities.
General Motors created BrightDrop in 2021 as a one-stop shop ecosystem for the delivery and logistics industry.