Feeding the nation

Feeding the nation

Launching a profitable online grocery offer for an iconic, and famously cost conscious, retail brand.
The Challenge

With COVID-19 driving an entirely new landscape for grocery retail, online channel share rocketed in many markets.

The retailer’s business model is founded on a famously low cost operating model that is incompatible with ‘traditional’ eCommerce approaches.

Veriteer were asked to design the ‘impossible proposition’, a profitable online grocery business requiring limited-to-no capital expenditure and had a minimal impact on the in-store business.

And to get it up and running in only 12 weeks.

Feeding the nation
Our Approach

The focus on speed and cost effectiveness drove us to explore multiple designs in parallel.

Mission 1: Accessible basics.
Provide vulnerable households with access to grocery staples during the stressful early days of the pandemic. We designed a grocery box proposition that could be offered nearly immediately and fulfilled via 3rd party logistics. Launched nationally in 3 weeks.  
Mission 2: Rapid access to critical products.
A rapid delivery partnership with Deliveroo to allow customers in urban areas to replenish their most important products, and put meals on the table. Helped us trial early designs of an in-store fulfilment service. Launched in supported locations in 6 weeks.  
Mission 3: The big shop.
A cost-effective way for the retailer to allow consumers to complete their weekly grocery shop online (eGrocery B2C platform) and minimise the impact of social distancing in-store (delivery via Click & Collect at parking lot); all whilst maintaining clear price leadership in the market. Launched as a trial in 16 weeks, then another 12 weeks to scale across hundreds of stores.
Feeding the nation
The Results
  • Created the ability to help millions of households keep safe and stocked up.
  • Ensured access to essential products and services for vulnerable individuals and households through clever design and a range of accessible services.
  • Launched a scalable, profitable eGroceryon offering on limited investment.
  • Maintained market share, price leadership and margin.

Services Provided

  • CX Strategy.
  • Business Model Design.
  • Service Design.
  • Interaction Design.
  • UX-UI Design.
  • Delivery Support.

Learn more about this project:

Oisín Lenehan
CX Strategist
Isabella Renirie
Senior User Researcher

© The Customer Bureau. All rights reserved.