May 09, 2022
Asda is testing an hourly delivery option that allows customers to communicate directly with the “personal shopper” picking up their orders from the store.
A three-month trial of the service in Leeds and Bristol in the UK is underway in partnership with delivery platform Buymie.
Asda wrote in a Release“Buymie’s network of personal shoppers will exclusively select, package and deliver each order, giving customers the opportunity to submit their preferences and discuss their requests, including the type of substitutes they would accept if their initial choice was not was not available.”
Delivery charges for the service range from £3.49 to £4.99 ($4.31 to $6.16). A handling fee of £1 ($1.23) also applies, with the fee rising to £3 ($3.70) for small orders under £30 ($37.02).
Simon Gregg, SVP of eCommerce at Asda, said: “We know that customers are increasingly looking for a more personalized service. The trial in Leeds and Bristol will provide access to our full range online and a personal shopper experience for larger basket stores via Buymie’s interactive platform.
Surveys show that many consumers still prefer to pick their own produce and meats and that a personal shopper option could virtually guide this process. A bigger benefit, however, might be managing stock-outs and finding the best substitutes.
According to Lucidworks “Shoppers Stay Hungry Online: Internet Shopping in 2022” study based on a survey of US and UK grocery stores:
- Fifty-eight customers frequently or on each visit discover products that are not available online.
- While customers are mostly open to buying recommended items as substitutes, about 90% have at least one grocery item that they will never replace. based on ingredients, preparation and brand.
- Seventy-nine percent want to be notified when an item they like is back in stock (66% via email, 44% via text and 20% via automatic addition to cart).
- Only about a quarter of shoppers say grocery sites make recommendations whenever an item they want isn’t available and 11% said they rarely see substitute recommendations.
DISCUSSION QUESTIONS: Would allowing grocery shoppers to speak with their delivery staff reduce substitution gaps and other online grocery challenges? What do you see as complexities of execution? Would consumers pay a sufficient premium to sustain the service?
“Yes, it adds a level of complexity, but as a shopper it also leads me to want to try a delivery service.”