The Co-op is launching a round-the-clock online delivery service targeting urban areas, meeting the growing appetite for rapid access to groceries at unconventional hours.
- The initiative kicks off this month across selected stores in London, Leeds, and Manchester, driven by strong online demand and operational feasibility.
- Partnering with notable delivery services, Co-op extends its reach, ensuring 24-hour delivery through Just Eat, Deliveroo, and Uber Eats.
- Research indicates robust interest among younger demographics, particularly Gen Z, for nighttime grocery deliveries, aligning with shifting societal habits.
- A strategic move, Co-op aims to capture over a third of the quick commerce market, leveraging its widespread online footprint.
The Co-op has announced the commencement of a 24-hour delivery service across urban stores in response to increasing consumer demand for rapid deliveries at non-traditional hours. This service is set to begin this month within specific London, Leeds, and Manchester locations. The selection of these sites factors in the existing strong online grocery demand, demographic suitability, and completeness of the necessary infrastructure that includes available drivers and 24-hour store staffing for stock replenishment.
The integration with delivery partners Just Eat, Deliveroo, and Uber Eats facilitates the extended availability of Co-op groceries to customers at any hour. This collaboration is intended to bolster the supermarket’s market presence by allowing customers the convenience of receiving their orders outside regular shopping hours.
Alongside the introduction of 24-hour delivery, Co-op has expanded its online accessible hours in over 1,600 stores, enabling extended evening shopping options for its customers. This expansion represents Co-op’s ambition to secure a significant portion of the quick commerce market by offering flexible shopping solutions tailored to the evolving consumer lifestyle and working patterns.
According to recent findings by Co-op, over 40% of quick commerce customers express willingness to opt for deliveries between 11pm and 5am if the service is provided. Notably, nearly half of individuals aged 18 to 44, with a particular concentration among Gen Z consumers aged 18 to 24, show interest in nighttime delivery options. This statistic reflects changing consumer behaviours largely influenced by modern shift work and lifestyle changes.
Chris Conway, Co-op’s ecommerce director, highlighted, “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.” This sentiment underscores Co-op’s commitment to blend ease, speed, and convenience as they continue expanding their service offerings.
Co-op’s strategic initiative not only addresses the changing consumer dynamics but also positions the brand to potentially dominate the quick commerce sector.
