IGA launches digital shopping

IGA announced the launch of an online supermarket site for both delivery and in-store pickup options at local IGA stores.

Jim Walz, VP of brand development at IGA, issued a note to all store owners last week about IGA Go, saying that online shopping is essential in 2016, but there is still a place for traditional supermarkets.

"We also know that online shoppers migrate towards a trusted brick-and-mortar store, which means that IGA retailers are in a unique position to leverage their well-established in-store relationships in the e-commerce space," Walz wrote. "With the right program and the right partners, the attentive service and personalized offerings that are signature to a Hometown Proud IGA store transfer easily to an online world where shoppers make grocery purchases whenever and wherever it's most convenient for them."

RELATED: Online grocery shopping doubled in 2015

IGA is working with Digital Foodie and Freshop for the platform.

“The retail grocery industry is undergoing a digital transformation that requires grocers to provide converged services including on-demand and in-store solutions to extend and enhance their current brick-and-mortar business and to fend off digital inroads by competitors such as Walmart, Amazon and other large grocery chains,“ said Kalle Koutajoki, CEO of Digital Foodie.

RELATED: Kroger expands online ordering

IGA joins the growing list of national supermarket chains, including Kroger and Publix, that are offering delivery and pickup options to consumers.

Online grocery shopping is growing at a rapid rate. According to a Brick Meets Click study, online grocery penetration went from 11 percent in 2013 to 21 percent in 2015.