NetXtra, Axfood's online grocery shopping business, is launching a new start to a unique concept for Sweden. On 25 January NetXtra will be opening its first physical store in Bromma, outside Stockholm. Customers will be able to choose between three different ways of shopping: online with home delivery, offline by shopping in NetXtra's new physical store, or online with drive-thru pick-up.
Prices have been reduced significantly, and home delivery and product picking are not baked in to food prices, but are charged separately so that the customer can clearly see the cost. NetXtra offers the same prices at its offline Bromma store as online.

 

"It should be made clear for customers what they are paying for," says Nicholas Pettersson, President of Axfood Närlivs, which operates NetXtra. "It shouldn't be more expensive to shop for groceries online than at a physical store, so we have reduced prices substantially. Customers pay for the convenience of having their groceries...