Over the next 6 months we want to understand more about whether our ‘Pay in aisle’ app is a feasible and viable product for Co-op Food, and whether it’s desirable to our members and customers.
We launched it today in 30 of our Food stores.
Which problems need solving and why?
User research told us people don’t like queueing (not surprising) but they find it especially frustrating when they’ve only got a couple of things to buy, for example a meal deal.
Most Co-op Food stores are small and located on local high streets. We’re less concerned with being the place to do a fortnightly ‘big shop’ – we stand for convenience. But the problems we identified through our research contradict how we aim to function as a business. So now we’re trying to fix them.
Years ago, research was carried out elsewhere in the business and an app was built and tested in a couple of stores in Manchester. The latest version of the app is based on what we learnt from that project.
Features and their assumed benefits
The Pay in aisle app:
- can be downloaded now and can be used without having to set up an account
- can be used with Google and Apple Pay
- uses GPS to identify which Co-op Food store the customer is visiting
- can be linked to a Co-op Membership card
Our hunch (and our hope) is that these features – and the way the app links to established external payment services – will mean the process of using it is relatively quick. This means for customers who want to skip queues at checkouts and self checkouts, the alternative of paying in the aisle won’t be an equally tedious experience.
We’ve tried to lower the barriers to using it by making it possible to use without registering. Users can go back and register later and link their Membership account to it. We need to know which store a customer is buying from so we can manage stock so the app asks permission to identify a customer’s location through GPS. There’s also the option to check into a store by scanning a QR code.
We don’t know for sure, but we’re learning
Over the next 6 months while we’re testing the app with real customers, we’ll be listening to customers and colleagues so we can learn and iterate to make it better. We’ll also be looking at what the business data tells us.
We’ll treat Pay in aisle as successful if customers download it, use it, and feed back through the app.
As long as it doesn’t makes things more difficult or slower for customers, that’s a mark of success. We’ll be looking closely at the amount of leakage (theft) in the participating stores and we’ll compare it with the sales figures.
If we can show that there’s a need for Pay in aisle, we’ll look at rolling it out to more stores.
You can download Pay in aisle and use it in the stores listed below from the date shown. We want to hear what you think so let us know by giving feedback through the app.
Tuesday 23 July
- Manchester- Piccadilly
- Manchester- Spinningfields
- Green Quarter – Cypress Place
- Cardiff – Senghenydd Road
- Cardiff – Kings Road
- Cardiff- Pontcanna Street
- Edinburgh – McDonald Road
- Edinburgh – Morrison Street
- Frederick Street – Edinburgh
- Edinburgh – Dalry Road
Tuesday 6 August
- Wembley- Olympic Way
- Kentish Town – Fortess Road
- Westminster- Portman Square
- Regents Park – Park Road
- Great Eastern Street
- Canary Wharf – Harbour Exchange Square
- Hackney- Cambridge Heath Road
- Westminster- Westbourne Grove
- Merchant Square – Paddington
- Holborn – Kingsway
- Fenchurch Street – London
- London – Ludgate Circus
Tuesday 20 August
- Grantchester Street – Newnham
- Cambridge – The Marque
- Shoreham – Ham Road