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In a bid to better serve time-starved consumers, Loblaw Cos. is bringing a new service to its Ottawa area stores that allows people to buy groceries online and then schedule a pickup time at a store that suits them.

The click-and-collect service has been operating for a year in Toronto suburbs and has proven massively popular, the grocery chain says. Ottawa is the second market to get the service, starting Friday with the Loblaws Barrhaven store at Strandherd Drive and Greenbank Road.

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By the end of summer the program will expand to another four area stores, Loblaw said. It wouldn’t specify which ones.

Many consumer simply don’t have 30 minutes or more to allot to shopping for groceries, especially with commute times on the rise and sports or activity schedules leaving many parents with very little personal time, the chain says.

It’s those types the grocer hopes to target with its new offering, according to Jeremy Pee, a senior vice-president with Loblaw Cos.