Iceland has launched a proof-of-value trial of an order picking solution that aggregates orders from delivery apps and online marketplaces into a single app and device.
The discounter has signed an agreement to test StrongPoint’s order picking software to fulfil “all its grocery e-commerce orders, including both scheduled deliveries and quick commerce orders”.
The trial is now underway with “a broader rollout to follow” should the results prove “satisfactory” Strongpoint said.
Typically, supermarket staff have to manage multiple devices for each of the aggregator apps like Deliveroo or Just Eat, as well as Amazon orders and ones coming from their own online stores and apps. While not commenting on the Iceland agreement specifically, Strongpoint said that by bringing together the orders into a single app its solution could “significantly reduce in‑store picking costs by increasing efficiency, enabling more items to be picked in less time, and lowering overall labour costs”.
The tech can integrate with StrongPoint partner VusionGroup electronic shelf labels (ESLs), so store staff can ‘pick to light’. These sees the ESL for the item to be picked next flash, so it is easier for pickers to find it in the aisle.
“We are extremely proud that another major grocery retailer has chosen StrongPoint for its grocery e‑commerce operations,” said Jacob Tveraabak, CEO of StrongPoint.
Tveraabak added that it was “a strong validation” of the tech.
“We look forward to delivering efficiency savings and helping them grow their e‑commerce business while providing simpler operations for their store staff,” he added.
In 2024, Sainsbury’s selected the Norwegian retail technology company to supply its picking solution, which staff use to gather groceries ordered online from the shop floor. StrongPoint claims its in-store manual picking solution is the world’s fastest and most efficient.
Iceland enjoyed “record” online sales last year, fulfilled both by its own fleet of delivery drivers and via its partnerships with the major aggregator apps. However the uptick in volumes, alongside increased volumes in stores, led to “significantly increased costs across its delivery network”.
It has also been rapidly expanding its Amazon delivery offer across the UK over the past year, having rolled out a new store-fulfilled operating model in March 2025.
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