Picnic (a Dutch online supermarket, legally 'Picnic Technologies') is app-only and delivers to the door rather than operating physical stores, eliminating the store infrastructure a traditional supermarket carries. It compounds this by buying and producing stock just-in-time against actual orders — e.g., baking bread overnight only once it's been ordered — rather than stocking a full range up front the way a traditional supermarket does, which cuts waste.
The mechanism generalizes: removing a fixed-infrastructure layer (stores) and replacing full-range speculative stocking with demand-triggered procurement/production trades capital intensity and waste for tighter fulfillment-time constraints, which is why Picnic's own warehouse/fulfillment software (see Build In-House for Differentiation, Buy for Commodity Functions) has to be built in-house rather than bought.
Из тем: Transformation in Practice