Ahold Delhaize USA has expanded its partnership with Instacart to roll out an order management system for a new made to order omnichannel service.

Through the partnership, Ahold Delhaize will allows customers to place orders online, in store or via television, managing these orders through a single system.

Ahold Delhaize USA, which trades under several grocery brands including Food Lion Giant and Martins, said customers can order several items such as cheese trays, customisable deli meat, floral arrangements and balloons.

The company added that the technology uses self-service tools and access to purchase history to provide customers with more convenience when ordering made to order items.

The technology is now live across Food Lion, Giant and Martins.

Alhold Delhaize USA said that the order management system technology facilitates seamless production workflows and menu management across departments, enabling stores to drive repeat business, expand offerings and increase sales.

By compiling data, such as production logs and inventory metrics, the company said it allows for improved operations management and greater accuracy in forecasting.

Over time, Ahold Delhaize USA said it will evaluate the technology for further integration with and support of e-commerce capabilities like pre-ordering for pick-up or delivery.

Keith Nicks, chief digital and commercial officer at Ahold Delhaize USA said that the move has enabled the business to introduce a “more seamless, modern way” to order catering.

“This collaboration unlocks new digital capabilities for our brands and elevates the omnichannel shopping experience for their customers,” he continued.

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