Chapter 1 The Evolution of Trust in Technology

Not long ago, we hesitated to enter our credit card details online. However, as technology advanced, we began to overlook traditional caution, trading our security for convenience. Once, sharing what we had for dinner online seemed odd, and accepting rides from strangers felt unsafe. Today, we regularly broadcast our locations and entrust our children to unfamiliar drivers with decent ratings on apps. Society’s boundaries of what is acceptable continue to shift dramatically.

What’s next on this trajectory?

Surprisingly, it seems to involve handing a key to your home to strangers—albeit for the purpose of delivering groceries.

Chapter 1.1 Understanding Walmart's InHome Delivery

Walmart is set to broaden its InHome delivery service from servicing 6 million households to 30 million across the U.S. by year-end. Launched in 2019, this service allows Walmart associates to deliver groceries directly into customers' homes, moving beyond just placing them on the porch. What was once a simple drop-off now includes the last step of placing items directly into your kitchen refrigerator.

The delivery process unfolds as follows: Customers place their order via the Walmart app and select InHome delivery. A trained associate then uses the InHome app, which is integrated with smart entry technology, to unlock the customer's door or garage with a one-time access code. Throughout the delivery, a camera attached to the associate’s vest records the process, allowing customers to view it on their phones for up to a week after the delivery.

The service costs approximately $20 per month or $148 annually. Customers can either allow their InHome associate access through an existing smart lock or opt for a new smart lock from Walmart priced at $49.95.

Subsection 1.1.1 The Competitive Landscape

Nearly every major retailer has embraced the drop-off delivery model. Companies like Walmart, Amazon, and Kroger now offer online shoppers delivery options, often touting phrases like “hassle-free” and “same-day delivery” to attract subscribers.

So, how can these companies differentiate themselves in a crowded market? They must either enhance their branding or introduce innovative features. While both approaches require investment, enhancing branding can often be executed more swiftly. Customers clearly show a readiness to pay for convenience; the retailer that simplifies life effectively secures the sale.

Walmart's InHome delivery may be the first service to transition groceries from store to refrigerator, but it certainly won't be the last. When a major player like Walmart introduces a new service, competitors are quick to take note.

Remember when Disney+ was the sole "plus" streaming option? Now, platforms like Apple TV+, Paramount+, and others have emerged. Innovation breeds competition.

Chapter 2 Future of InHome Delivery

Expect to see retailers such as Amazon, Target, Costco, and Publix adopting similar in-home delivery services, potentially bundling them with complementary products. This will likely lead to more collaborations between retailers, smart camera companies, and integrated lock systems.

Where Amazon has Ring, Walmart has partnered with Level to offer customers the opportunity to install discreet smart locks—again, for a fee of $49.95.

Ultimately, it’s all about profit.

p.s. I anticipate Walmart may acquire Level for around $500 million within the next three years, but that’s a discussion for another day. 😉

Strange as it may seem, the scale of Walmart's InHome delivery will likely continue to expand. An increasing number of households are willing to pay for convenience. Those who cannot afford the $20 monthly fee or are still unsure about the concept will likely opt out, and that’s perfectly acceptable.

Embracing new technologies often entails stepping outside one’s comfort zone, which can provoke anxiety—whether it’s granting access to your home or using self-driving vehicles. Personally, leaving my groceries on the doorstep feels like the closest I’m willing to come to “stranger danger.”

What are your thoughts? Would you consider signing up for Walmart's InHome delivery? I’d love to hear your opinions.