This week we launched the digital front-end of Co-op Food’s home delivery and collection service. Customers within the M4 postcode can now order from the Corporation Street Co-op in Manchester city centre, and our proof of concept website continues to be available from 10 stores across central London.
The service is in beta at the moment which means we’ll be watching and analysing how customers are using it with a view to rolling it out to wider postcode catchments and to other Co-op Food stores. You can see the service at quickshop.coop.co.uk
How it works
Customers order through the website. Colleagues at the local store receive a notification on the store’s tablet and gather the items in the order from the shop floor. The customer then either collects their order or one of our delivery partners picks it up and couriers it.
At the moment, there’s a minimum spend of £15 (research suggests the average spend will be around £25) and customers can choose a 1 hour delivery slot. They can also choose to receive their order as quickly as 2 hours after they ordered. Delivery is currently free.
Keeping up with competitors
Co-op Digital began researching how people shop for food last summer – much of it was qualitative and took the form of interviews and Whatsapp food diaries, but some was quantitative. For example, online behaviour on coop.co.uk and a significant number of searches on the site suggested that customers expected us not only to have a website that allows them to browse the products we stock, but a transactional service they can buy them through.
Until now, Co-op didn’t have the latter and we need to keep up with competitors.
The Co-op difference
But just as Co-op Food stores revolve around convenience rather than the weekly ‘big shop’, so does our delivery service.
Interviews and food diary studies from our research helped us understand that we have to remove the guilt associated with convenience shopping. For this reason our vision for groceries on demand is:
Our research also showed us that Co-op is well placed to:
- support bigger shops with fresh food ‘top-ups’
- help those wanting to cut out a visit to a store in between finishing work, picking kids up and taking them to various after-school clubs
- serve foodies who have their minds set on cooking a specific dish or menu rather than deciding what to cook after browsing the aisles for inspiration or offers
On your marks, get set… shop
It’s been our team’s aspiration to design a service that allows customers to browse or search, find, choose, and buy products as quickly as possible. We’d decided that part of how we’d know whether we’d been successful would be to compare the time it took people to shop using our service with how long it took them to buy the same items through a competitor’s.
We’re expecting around 75% of transactions to be carried out on phones so we asked research participants to use their device. It typically took the small group we tested with half the time to complete the shop using the feature we’re developing as it did competitor services.
What’s (probably) next
Based on continuous research, we’re expecting our service to be welcomed by customers – it’s what they expect from a supermarket after all. We’re looking at the analytics and we’re asking for feedback to help us improve the service continuously.
What we prioritise and work on next depends heavily on what we learn from the feedback but there are certain things we expect to add to the site at some point. These include:
- ways to improve the experience for returning customers
- creating a personalised shopping experience
- expanding our beta service to more stores and replacing the proof of concept website
If you try the service, let us know what you think.
David Gregory, Delivery manager
James Rice, Lead designer