Co-op has introduced member price benefits to its online shop as it aims to boost its membership growth ambitions. Now members will receive the same price benefits online as they do in-store.
Member prices span across 300 key lines and everyday essentials, including branded and own-brand products such as Co-op spaghetti for £0.80 and Co-op tomato ketchup for £1.10, among other grocery staples.
Mintel comment:
Within the online grocery market continuing to see growth and Co-op investing heavily in this area, this is an important step to ensure shoppers are getting the best of Co-op, regardless of the channel used. This move follows a sector first in 2023 when Co-op and UberEats collaborated to ensure member pricing was available via the UberEats platform.
The expectation of a modern loyalty/member scheme is that it is channel-agnostic.
Indeed, 44% of consumers who are members of a loyalty/rewards scheme find that the ability to use their loyalty/reward scheme both online and in-store to be most important (see: Mintel’s Customer Loyalty in Retailing - UK, 2023 Report).
Reducing barriers to shopping online is also vital for Co-op as it looks to build its online presence, and highlighting value parity across channels is important, with 36% of consumers who have stopped shopping for groceries online believing they can find better prices/promotions in-store (see: Mintel’s Online Grocery Retailing - UK, 2023 Report).
