Alibaba continues its strategy to unite online and offline shopping and launches three new supermarkets in Beijing and Shanghai as part of the “new retail” initiative announced by the company on Monday.

In these outlets, which are called Hema supermarkets, consumers can buy goods, stop at snacks and order delivery of food using mobile phones, paying them through Alipay. Outlets have the look of the usual supermarkets, but Alibaba says that every product on the shelves has a bar code, which scanned it, consumers can see the price and all the information about the product that they are interested in.

Hema stores were first launched in 2015 as an attempt to transform traditional supermarkets. Now there are 13 stores in Shanghai, Beijing and Ningbo.

A number of analysts predict that the project Alibaba will be very successful, mainly due to consumers who still want to shop offline.

In addition, Alibaba uses a large data analyst to help remember the benefits of each individual consumer and make personalized recommendations through the Hema application.