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Albertsons yesterday launched a new pickup and delivery service called "Flash," which it says allows customers "to receive their DriveUp & Go and delivery orders in as little as 30 minutes."

The company said it is now available in more than 2,000 locations.

Two elements of the "Flash" program:

•  "Members of the company’s FreshPass program, an exclusive unlimited grocery delivery service with member-only perks, will receive complimentary Flash pickup service and a discounted Flash delivery fee of only $2 per order. All other customers can utilize Flash pickup for $3.95 per order, or Flash delivery for $11.95 per order."

•  "Shoppers can select up to 35 of their favorite items for Flash pickup or delivery. When choosing Flash delivery, the order will be delivered within a 30-to-50-minute window.  When selecting Flash pickup, customers can pick up their groceries at their local store in 30 minutes or less."

KC's View:

We know this from a study that we posted earlier this week - speed matters.  It matters to a degree that many customers are willing to pay for it.

This is another example of eliminating friction - getting products to customers faster and faster.