Dive Brief:
- ExtraMile Convenience Stores and Loop Neighborhood Market have both augmented their e-commerce capabilities through new partnerships, according to announcements last week.
- ExtraMile tapped Vroom Delivery to give more than 1,200 franchisees in 12 states access to third-party delivery.
- Loop, meanwhile, has partnered with Lula Commerce to add first- and third-party delivery services at its 50-plus c-stores in California.
Dive Insight:
ExtraMile’s partnership with Vroom will let participating franchisees reach customers on third-party marketplaces including DoorDash, Uber Eats and Grubhub. The technology will also connect online ordering to store-level inventory, pricebook and loyalty programs, allowing each store to list a dynamic product assortment based on what’s available in the store.
“At ExtraMile, we’re always looking for ways to give our franchisees access to the tools that can help them grow their businesses,” said Rob Falciani, the company’s head of marketing, who added that the partnership is “making it easier to capture incremental business while automating much of the work behind the scenes.”
Loop will use Lula Prime to connect its in-store inventory, including its fresh food offering, to third-party marketplaces including DoorDash, Uber Eats and Grubhub, and will utilize the Lula Direct service to offer its own branded first-party ordering platform. This will minimize friction for store teams, according to the announcement.
Loop’s rollout is expected to start in the coming months.
The partnership with Loop comes about a month after Lula added a number of additional features, including server-side age verification, the ability to split payments across various methods and the ability to set fees by location.
