@Walmartlabs launched Goodies.co this week with much fanfare. It is an online subscription service that delivers a monthly gift box to your home or office with selected local, artisan and specialty food brands. AND they are look for unique foods for future monthly deliveries. I wrote Thinking of Selling Food to Walmart? Start with Goodies.Co for several reasons:
- It is a new platform whereby specialty foods companies have an opportunity to pitch to Walmart to get into these boxes
- It is one big sampling program that will quickly grow into tens of thousands of subscribers.
- I talk about how this is a crowdsourcing endeavor and why you need to know about crowdsourcing as a small food brand
The Press is Missing the Point on Goodies.co
Techcrunch's article on Goodies Undercutting other Delivery Startups missed the point on the @Walmart Labs startup Goodies.co
I have lived the consumer food products (CPG) world for 35 years and wrote an extensive article on Goodies and I see this venture for Walmart more closely tied to the @WalmartLabs Social Genome project . It is far too complex to explain here in a comment. They are looking to process social data and infer consumer preferences which leads to understanding current consumer behavior and the ability to intervene in the consumers path to purchase.
So Walmart being the largest grocery retailer (60% of total revenue is CPG) wants to develop ways to understand food consumption behavior and shopper behavior. Additionally their Walmart Neighborhood Market, a smaller format vs. the supercenter, means they will be bumping heads with Whole Foods and Trader Joes more frequently. The current merchandising assortment at their big box stores will need to be changed.
Additionally the current way most retailers find and buy consumer products has not changed much over 30 years, it is quite inefficient. Walmart being the efficiency seeker, I see no surprise here in their desire to use integrate crowdsourcing into their procurement process in Walmart and Walmart.com.
Will supermarket retail buyers use crowdsourcing and social media in the future? Artisan and local food brands have a new way to sell their products online and with a social media crowdsourcing component. @WalmartLabs Goodies.co helps Walmart find great specialty food products.
More Monthly Sampling Websites
Love With Food is the easiest way to discover what's tasty, delivered to your door! Every month, Love With Food members will receive a curated box of unique, hard-to-find tasty bites which varies based on seasonal themes. Say goodbye to boring grocery selections and HELLO to a monthly tasty surprise! Join Us on this tasty journey.
Pop-Up Pantry offers chef-curated meals tailored to your personal Taste Profile preferences. Pop-Up Pantry is dining, delivered.
Springbox appreciates small batch artisan foods and wanted to share that with as many people as possible. Not only was Sprig created to help people eat better and learn about what they are eating, but also to bring snacks and foods directly to you, the consumer, without the effort of having to look for it on your own.