The bricks-and-clicks approach to retailing is getting further validation by Albertson’s Inc. The Boise, ID-based supermarket chain is expanding its successful test of online shopping with orders fulfilled in the stores to most of Southern California.

Originally tested in Seattle, then expanded to San Diego, Albertson’s online shopping will now be available to customers in nearly 400 ZIP codes in Los Angeles, Orange and Riverside counties, from Van Nuys in the north to San Diego in the south. “The San Diego service has been a great success and we are seeing promising growth in the Southern California marketplace,” said David Simonson, president of Albertson`s Southern California Division.

The company has selected 10 centrally located stores in the Los Angeles/Orange County area as fulfillment points for delivery and will make pick-up service available at 200 stores.

Online orders placed by 10 a.m. will be available for pick-up after 5 p.m. the same day; orders placed by midnight will be delivered or available for pick up the next day. Albertson’s will charge $9.95 for delivery and $5.95 for pick up.

“We have created a business model that works for the company and our customers,” said Dennis Bassler, senior vice president of marketing for Albertson`s Southern California Division. “By bringing our brick-and-mortar investment to bear on the online portion of our business, we have evolved our online model to take advantage of our retail grocery expertise, brand recognition and existing infrastructure.”

Albertson`s launched its online grocery service in Seattle in November 1999. Last October, the company expanded its online service to 146 zip codes in San Diego County.

Albertson’s operates more than 2,400 stores in 33 states and has annual revenue of $37 billion.

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