Guy Chiswick, Managing Director, Webloyalty Northern Europe discusses Omnichannel Retailing: “The rise of online shopping means consumers can buy groceries from the comfort of their own homes, and choose convenient delivery slots that suit their routines. Our Unfaithful Consumer Report found 55% of UK consumers rate convenience most important when shopping. As an increasing number of consumers exhibit a preference to shop online, it’s clear that supermarkets, need to continue to adapt to the changing omnichannel demands of modern consumers to remain current.

“The likes of Tesco, Sainsbury’s and Asda have been providing an online service for 10-15 years. While very few fashion retailers offer hourly delivery slots, this has long been the norm for supermarkets. It’s important to deliver the best service and consumers have embraced the ease and streamlined efficiency offered by supermarkets’ online stores.

“Supermarkets haven’t suffered from the last-mile delivery costs involved with online orders in the same way as others. This is because they have their own distributors; and don’t have to rely on external couriers. Delivering fresh to customers is similar to delivering to stores and this could be why Amazon Fresh has failed to get a stronghold in the market.

“It’s easy to see why the click-andcollect model has been so important for supermarkets. Because of squeezed margins and discount competitors like Aldi and Lidl, it’s a challenging time for supermarkets to remain profitable. Although many people prefer to avoid the bombardment of in-store offers, the physical shop can still be a valuable part of the customer experience. At Sainsbury’s digital click-and-collect desks, customers can pick up Argos and eBay orders as well as DPD parcels, meanwhile Co-op food has a longstanding partnership with Amazon, offering in-store Amazon Lockers. The click-and-collect model caters to the omnichannel needs of consumers but encourages further spending in-store.

“Leading the way in mobile are Tesco, which has always looked to differentiate themselves from competitors with their mobile offerings. Despite its mixed reviews and uptake, its PayQwiq app can now be used at every UK store. The app lets customers pay instore using their phone and register Clubcard points automatically, incentivising them to do so with up to 500 extra points when they first sign up.”


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