Amazon and Whole Foods have found a great match in each other, one that can give Amazon’s online grocery business a substantial boost by offering in-store pickup while also giving Whole Foods a data and technology upgrade for a better shopping experience.

Both can capitalize on fresh opportunities for cross-marketing.

Amazon AMZN, +2.49% , if the deal is completed, is gaining a network of more than 430 physical stores, mostly in well-trafficked urban locations. Its customer base is higher-income, skewing to millennial and Gen X consumers, many of whom may be current Amazon customers and time-starved, with an interest in health and wellness and fitness, experience and convenience, but they’re not necessarily current Amazon grocery shoppers.

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Not only can the stores serve as pickup points for online-ordered groceries and other merchandise—think Amazon Lockers@Whole Foods or a similar pickup system—but those stores can also use Amazon’s technology, data and logistics capabilities for a better shopping experience through faster checkout, personalized deals and short fulfillment times of online orders.

Amazon–Whole Foods deal: 3 things to know

Here’s how the Amazon–Whole Foods US:WFM deal could change the way we shop:

Growing online grocery ordering. A quarter of American households already buy some of their groceries online, according to the Food Marketing Institute and Nielsen. While the share of all grocery purchases made in the U.S. is in the low single digits today, it is expected to make up 20% by 2025. It’s mostly younger shoppers with a digitally oriented lifestyles; millennials in particular are heavier online grocery shoppers.

Amazon’s dominance of online retailing combined with access to Whole Foods stores could promote the online ordering trend, especially the growth of in-store pickup. Click-and-collect seems especially popular with busy professionals and families with younger children, who tend to be repeat customers, often with larger basket sizes.

Currently, the grocery stores that offer this option, including Wal-Mart WMT, +0.41% and Kroger KR, +0.29% , charge a small fee per order for the personal shopping service or they waive the fee above a minimum order size. Amazon could tie the service to its Prime membership model, which could make membership even more attractive and enhance the average customer lifetime value for Amazon. It could also boost Amazon Dash and Amazon Echo usage, especially if in-store pickup were incentivized by a slight price advantage.

Read:Here’s one major way Amazon could lure more shoppers to Whole Foods

A bigger emphasis on experience shopping. Efficient, convenient online shopping can save time and hassle for shoppers, especially for replenishing grocery and household staples, but grocers still want customers to come to their stores to inspire purchases, simplify the last mile, and strengthen customer relationships. Amazon and Whole Foods complement each other by offering the best of both worlds.

Physical stores provide a rich shopping experience through appealing food displays, the smell of freshly made foods, samplings, and social interaction. Whole Foods has recently worked on making its stores more of a destination and place to dwell by adding such amenities as in-store beer and wine bars, and it offers store events such as cooking classes—all initiatives to enhance the appeal of store visits and potential for additional business. The Amazon–Whole Foods deal could encourage valuable multichannel shopping, promoted by a cross-brand membership/loyalty program.

Faster, more convenient in-store shopping. Amazon and Whole Foods could build out a faster, tech-based checkout process for those who prefer to walk the aisles rather than ordering online. This would use Amazon’s “Just Walk Out” checkout technology, launched half a year ago in its pilot Amazon Go test store in Seattle. Novel high-tech sensors throughout the store eliminate the checkout process—a pain point for many grocery shoppers, especially at a time when people are pressed for time and convenience is a top priority.

Read:Why I hate grocery shopping — and what Amazon can do to make me stop

No more shopping secrets. Customers are used to being tracked and have willingly, in many cases, swapped privacy for loyalty discounts and personalized offers. Amazon’s data prowess means even more tracking of how we shop, including offline if Amazon deploys the Amazon Go high-tech sensor technology to Whole Foods stores.

Customers’ mobile phones would enable monitoring of in-store movements as well as store check-in and checkout. Just as with online shopping, Amazon could track what items a customer has looked at, for how long, which ones he or she decided to put in the basket or abandoned, and more. That is valuable not just for later re-targeting and linking to Amazon Prime membership and Whole Foods’ customer rewards data but could also give Amazon great leverage with grocery suppliers.

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A shift in attention away from price. Pricing has been an important topic in the grocery category of the retail industry because of consumers’ growing price sensitivity and increased competition, including from discount grocers with a focus on quality private-label items such as those at Trader Joe’s, Aldi and new U.S. entrant Lidl. In response, large traditional retailers such as Kroger and Wal-Mart, as well as Whole Foods, have reduced prices recently, and Whole Foods launched its lower-priced, private label-focused 365 store chain last year.

The Amazon–Whole Foods deal could create higher perceived value for customers of these brands through more convenience, benefits of loyalty to both brands, and a better shopping experience, thus diverting attention from price, especially for individual items.

Denise Dahlhoff is the research director of the Wharton School’s Baker Retailing Center, a think tank in the retail, fashion and e-commerce space.