Iceland rolling out big change that will make shopping easier for millions of customers
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Iceland is planning a nationwide rollout of same-day delivery from 400 stores within the next few weeks. The supermarket has been quietly trialling the service from its customer fulfilment centres (CFC), and after positive feedback, the change will become a permanent fixture in stores across the country.
Iceland’s online orders increased by at least 300 percent during the pandemic, to 40,000 to 50,000 orders a day. Therefore, the new same-day delivery service is sure to make shopping easier for millions of customers.
David Devany, Iceland chief customer & digital officer, told The Grocer: “We are finding that our CFCs offer more flexibility when trialling new services to customers, such as same-day delivery.
“This allows us to optimise the operations and customer proposition before rolling it out into our main store estate.
“We are in the midst of a trial that is starting to be rolled out on a more national scale, being introduced in the next few weeks to almost 400 stores.
“We are confident that we now have a good formula that works for our customers, and their feedback so far has been great.
“Throughout this year we will be rolling this out to the majority of our stores and we will continue to make the proposition even better. We are really excited about it.”
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Iceland is also the only remaining supermarket to offer free delivery on large orders. Mr Devany confirmed that this will continue despite many supermarkets introducing delivery charges.
He continued: “Our customers are very price-sensitive and making their weekly grocery budget go further is really important to them. Not having to spend money on delivery can equate to an extra meal for the family. £4.50 at Iceland goes a long way. And £7? That is the family fed and more.
“We know that free delivery is a real draw for our customers because of this. Other grocery retailers have a different set of challenges, but we continue to shape our offering around our customers and their needs.”
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