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I think they are trying to directly copy amazon's model. I mean, having an online storefront with Canadian products is cool, but that alone is not likely to catch on and be profitable. I think it's one step in a much bigger plan.
Imagine if CPC sets up a warehouse in every major city across the country stocked with all the products listed on their storefront. Then they can fast-track local items into the mail stream as orders come in, or even have a separate fleet of delivery drivers just for that purpose. The new collective agreement already has carveouts for that type of position.
The ultimate goal would be to offer same-day delivery and start eating into prime's market share.
With the 20% Bezos takes off of every sale going into union job wages.