A person who delivers your groceries and drops them off and gets paid without any frills represents the left side of the tail on the slope.

The person who delivers groceries with a smile, ten minutes earlier than scheduled, sorts items making them easier to put away, offers to help with something else, gives you insight on what is on sale next week represents service that is on the long tail. That is, -- rare and valuable.

There will be variations in how groceries are delivered depending on the service. Consumers will get accustomed to a standared grocery delivery, but will they used to it, or look for more.

Grocery delivery is in the initial stages of development. There is room for innovation and improvement. The key is to work closely with each customer to craft a schedule and do your best work, so they will tell others. That is grocery delivery's next wave, to improve service. Service that is memorable and consistent.

Great service will spread, especially because consumers shop for groceries. Making the service resemble how consumer shops in the supermarket, without being in the supermarket will disrupt the industry and make supermarket shoppers into believers of delivery.

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