Co-op is rolling out a 24-hour grocery delivery option in some of its city centre stores in response to growing demand for quick commerce services from people such as shift workers, parents of young families, and late-night revellers.
The convenience retailer pointed to research showing that over 40% of q-commerce shoppers would use a 11pm to 5am delivery service if available. This figure rises to almost one in two consumers aged between 18-44, with the service most popular for Gen Z shoppers aged 18-24 (52.3%).
Further data from Co-op’s research suggested that consumers in London were most likely to use the round-the-clock service (55.2%), with those in Wales being the least likely (26.47%). The main reason most people said they would use an extended delivery service was their work or shift pattern.
The Co-op’s 24-hour service is initially launching this month in its Leeds, London and Manchester stores, where there is already strong demand for deliveries at non-traditional times. Groceries will be delivered through the convenience retailer’s e-commerce partners, Deliveroo, Just Eat and Uber Eats.
In addition to the new 24-hour service, Co-op has extended its online availability in more than 1,600 stores within existing opening hours, ensuring more customers can shop later in the evening.
The moves are part of the Co-op’s ambition to control more than one-third share of the q-commerce market.
“Meeting the needs of our member-owners and customers is at the heart of our approach and is aligned to our strategy to grow our share of the quick commerce market through both our own online shop and strategic partners,” said Chris Conway, Co-op e-commerce director.
“We focus on ease, speed and convenience from our local stores, which are well-placed in the heart of communities. Societal behaviours, including changing lifestyles and shift working, is increasing the requirement for online groceries to be delivered quickly and conveniently at non-traditional times of the day.”
NAM Implications:
- How times have changed…
- i.e. Time was when home deliveries after closing were ‘threatening’.
- If 24/7 home deliveries now meet consumer need…
- …anticipate a surge in untapped demand…
- …as Co-op secures the innovator’s advantage.
- …but comes under extra pressure as rivals inevitably follow.
