Madison startup GrocerKey is helping shoppers get groceries from Woodman’s massive stores without going through its aisles.

And so far, says GrocerKey founder and CEO Jeremy Neren, shoppers enjoy it.

“People just really feel like it’s an easier way to shop, and they love the time savings,” Neren said.

With its online grocery delivery service, GrocerKey has joined an increasingly competitive industry, one that’s “really heating up,” as Neren described it. Just last week, for example, Google announced it will test same-day grocery deliveries, competing with existing services such as and Instacart. Read the full story here.