The Co-op has revealed that its grocery delivery service in partnership with Deliveroo is now available from 400 of its stores serving UK towns and cities with a combined population of 27 million people. This makes Co-op the most widely available supermarket on the Deliveroo app.
Shoppers are able to choose from more than 600 grocery and household items, which are packed by Co-op staff at local stores and delivered by Deliveroo riders in as little as under 30 minutes.
Co-op’s roll-out with Deliveroo began in 2019 and has accelerated this year to cover 128 cities across the UK. The retailer revealed that the average delivery is 1.7km away from the store, and the top four cities with an appetite for on-demand convenience are London, Manchester, Leeds and Brighton.
The Co-op said consumer shopping habits have changed during lockdown with people now placing larger orders and ordering more frequently. The most popular times for orders are Friday and Saturday early evenings.
Chris Conway, Head of E-Commerce at the Co-op, said: “We are offering speed, flexibility and choice with on demand, online convenience meeting consumer needs in our communities.
“We have accelerated our plans to roll-out online delivery through our own online store and with partners. Products are selected locally by Co-op stores which act as micro-distribution hubs and so also benefit from the significant increase seen in demand as consumer shopping trends change in the wake of Covid-19 and more people shop for food online.”
To reinforce the scale of the partnership, Deliveroo has launched its first TV ad with the food retailer. This can be seen on air from now until 31 August.
It is the first time Deliveroo has promoted its grocery service in ads with previous marketing focused on its restaurant and fast food partners.
The Co-op has accelerated the roll-out of its online offer in recent months and is on track to provide home delivery and click & collect services from over 650 stores by the end of the year through other partnerships such as Buymie and its own online shop.
Deliveroo has been able to capitalise on increased demand for home deliveries during the pandemic with it agreeing on partnerships with a host of other grocery retailers including Aldi, M&S, and Morrisons.
NAM Implications:
- Whilst we may marvel at this being the Co-op…
- Key is to assume that this will work, and focus of finding your way aboard…
- …a little ahead of the opposition.
- In other words, how much does access to 27m people matter to you, in the current climate?
- Deliveroo needs blanket coverage of UK households.
- Important that you get aboard from the beginning…
