Online supermarket Picnic opens physical stores

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Picnic opens five new brick and mortar stores this year in Europe. The webshop expects to grow quickly due to increased visibility.

CEO Michiel Muller is surprised about the frequent questions on why they’re building physical stores. “The stores allow us to do things we are not able through the app,” Muller tells the Financial Times. “It’s in there where we can let people wander for hours, looking for items that we do not sell. Or let our customers ask a staff member about something, and having them wait for an answer, not knowing the 14-year old will never return.”

The physical store also serves as a base for our delivery services. “When we open a store somewhere, that means we can load our carts from there as well. Which results into emptier stores for those who are in the physical store. It’s a win-win.”