Groceries On-the-Go, a new internet shopping service proposed as "a more viable alternative" to full US home delivery systems, is being tested in Boston, Massachusetts, by Shaw's, the 185 store Sainsbury subsidiary. The company's Star Market in the Allston suburb of the New England city has been chosen for the trial which Shaw's president and CEO Ross McLaren says is "tailor-made for time-precious folk". For a single fee of $4.95, consumers can order from more than 20,000 items on the multiple's web site. After selecting the goods, they simply enter their credit card number and state the day and time they want to pick up the order from the store. Staff pick the items, which are placed in bins ready for collection from a special drive-through pick-up area in the basement of the Allston store. McLaren told The Grocer: "There is no minimum order and customers don't even have to get out of their cars." The Shaw's CEO pointed out that four home shopping systems within New England have ceased operations in recent months. He added: "We never opted for a full home shopping service as, logistically, we could not make the model work and we lacked the money to squander on it. "Frankly, I can't see how full home delivery will ever work in many parts of the US, as we live in such spaced out areas. Our suburbs are very generous with land, so van deliveries can be lengthy and costly. Our congested cities are just the opposite. "By the time you have made one delivery to a customer 25 storeys up, the operation becomes totally uneconomic." McLaren is testing Groceries On-the-Go in Allston as it is populated by "time precious people with money who either lack the time to go shopping, or find the experience boring". "Although the trial is still in the early stages, we believe it is a home shopping element which has huge advantages." {{NEWS }}

Topics