Retailers face a new era in shopping and an unprecedented change in customer behavior. Digital ordering, home delivery and curbside pickup are now embedded buying behavior across all demographics. Grocery outlets have rapidly innovated in response, accelerating ecommerce and using creative ways to effect home delivery and recruiting thousands of new staff to meet the increase in delivery demand. The challenge is how to optimize the economics of in-store and ecommerce. For some organizations this involves syncing digital with in-store to attract customers for the experience and for others it involves minimizing the costs of home delivery. Furthermore, trust and safety continue to be uppermost in the mind of consumers and therefore supermarkets need to be very focused on the health and safety of both employees and customers.