Picnic: How the traditional milkman inspired a new online-only grocery store

Jo Bowman

The traditional milkman was the inspiration for Picnic, a Dutch online grocery store which provides a wide range of supermarket stock via a low-speed, custom-made electric vehicle to people's homes.

The Dutch online-only, mobile-only supermarket Picnic has quickly won both market share and shoppers' hearts with its modern take on the old-fashioned milkman.

In a keynote presentation at Shoptalk Europe conference (Copenhagen, October 2017), Joris Beckers, the founder of Picnic, described how the business has gone from launch to five per cent share of the nation's grocery sector in just two years.

The Picnic service provides a wide range of supermarket stock via a low-speed, custom-made electric vehicle to people's homes, delivering to the same addresses at precise times on specified days. The vehicles resemble old-fashioned milk floats, though...

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