Kitchenware retailer cooks up delivery service

A new partnership is helping Sur La Table take the term “farm to table” to a new level.



Sur La Table is the go-to source for all things culinary — from cooking tools and kitchen gadgets to tableware. All it was missing was a way to be at their shoppers’ beck and call — and at a moment’s notice — as they prepared a stellar meal.



The retailer, which operates more than 100 stores, a website and catalog, had no problem connecting with shoppers, and delivering merchandise through its omnichannel operation. But it wanted more.



Eager to provide same-day delivery of its merchandise to its clientele of foodies, the chain began creating a business model to make that happen. It’s top criteria — to digitally align itself with grocers.



The next step was to evaluate the best courier partner. While it explored a variety of options, including programs from FedEx and UPS, the partner that made the most sense was Instacart, a third-party grocery delivery service that uses a team of “personal shoppers” who pick and deliver groceries from local supermarkets.



Sur La Table is the first non-grocery partner that InstaCart has aligned with. However, both companies believe the synergies they share make sense.

“This service solves two issues,” Ben Rosenfeld, the retailer’s senior VP of stores, told Chain Store Age.



“First, we now offer a logistics solution. It is not uncommon for customers to be in the middle of preparing a meal and realizing they are missing an ingredient, tool, roasting pan, or cooking gadget,” he said. “Rather than leaving the house for an item, they can get what they need the same day — even in two hours in some markets.”



Meanwhile, Sur La Table is known for its high-end small appliances, from espresso machines to cast-iron cookware. However, customers visiting stores in urban neighborhoods find it difficult to efficiently bring home cumbersome merchandise purchased in-store.



“The way people enjoy a dining experience is with their senses. Our shoppers experience our stores that same way — it is very tactile and visual,” Rosenfeld said.



“Rather than carry bulky items on a bus, train or Uber, people in participating markets can now go home, order it online, and get it quickly,” he said. “It is a way to ensure we don’t lose that face-to-face connection with our customer, and still create instant gratification during the last mile of delivery.”



All shoppers need to do to use the service is enroll in an Instacart Express membership for $14.99 a month. The subscription entitles members to free deliveries over $35.



Once enrolled, shoppers sign into Instacart online or via mobile app. By entering their ZIP code, the app’s geo-location technology serves up different grocers in the shopper’s region. Participating La Sur Table stores within the proximity will also be displayed.



Here, shoppers can browse virtual aisles, add merchandise to their shopping cart, pay, and select a delivery window. These include one- or two-hour, or same-day options.



Sur La Table launched their Instacart deliveries on April 26, in three markets: San Francisco, Portland and Chicago. By June, the company plans to expand the service to cover 70% of its store portfolio.



While the service is still new, the value of average orders are already double those purchased in-store. “When customers shop, they shop big,” Rosenfeld said.



“Even though the service has only been available a short time, we are happy with the program,” he added. “As it progresses, we hope to learn from our shoppers’ behavior, optimize the visit and push merchandise to shoppers in less clicks.”