Coronavirus (COVID-19): UK Online Retailers Response - 15 ways UK online retailers are using content, operations, and supply chain, to help ...
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Coronavirus (COVID-19):
UK Online Retailers Response
15 ways UK online retailers are using content, operations,
and supply chain, to help colleagues and shoppers
19th March 20
© IGD 2020
I research best practice and global
Author
Contents Simon Mayhew
developments in ecommerce to
find opportunities for retailers and
manufacturers.
Email: Simon.Mayhew@igd.com
Head of Online Retail Insight
Prior to working for IGD, I was
www.linkedin.com/in/simon-mayhew Sainsbury’s Head of Online
Trading.
@simayhew_igd
I’d love your feedback, email me
at simon.mayhew@igd.com
1 Online content
The Coronavirus (COVID-19) pandemic has
resulted in unprecedented demand for
online groceries.
2 Online operations
In this report, we provide examples of the
many ways UK retailers are responding, to
support both staff, and shoppers.
3 Supply chain
4 Summary
© IGD 2020 Source: IGD Research Page 2
Online content
Virtual queues Homepage information banners
To manage shoppers’ expectations, control traffic, and try to Milk &More has a homepage banner explaining that
protect the stability of the website, Ocado put in place a virtual “unprecedented demand” has led to shortages on some lines. It
queue. Despite this, and the closure of its app, Ocado ask shoppers to, “bear with us if we are a little later than usual”
suspended its service on the 18th March. It will use that time to and “shop responsibly”.
better serve customers, with a focus on the vulnerable and
elderly. The website will be live again on Saturday 21st March.
© IGD 2020 Source: IGD Research, Ocado.com, milkandmore.co.uk Page 3
Online content
Frequently asked questions Substitutions
Iceland has a homepage information banner that clicks through Coronavirus has impacted availability. Sainsbury’s is
to a Coronavirus FAQ section. reassuring shoppers with its substitution promise (if it offers a
substitute costing more than the item ordered, and the shopper
A large, red banner is dedicated to the key question, “Is your
keeps it, a voucher is provided for the difference).
website still accepting orders?”. To which the response is, “Yes,
our website is accepting orders”.
© IGD 2020 Source: IGD Research, Iceland.co.uk, Sainsburys.co.uk Page 4
Online content
Recipe ideas Emails
Shoppers may have to make use of limited ingredients and In an Ocado’s email, it explains “a few ways shoppers can
online recipes could help. Amazon Fresh is featuring Fresh make a big difference”. These include, only buying what you
recipes on a rotating homepage banner. Online retailers can need, avoiding last-minute edits to orders, and sharing
enable shoppers to enter the ingredients they have and provide deliveries with neighbours.
relevant recipes.
© IGD 2020 Source: IGD Research, amazon.co.uk, Ocado.com email Page 5
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Online
operations
Protecting drivers: self Protecting drivers: carrier
Protecting shoppers
isolation bags/ returns
In a letter to customers, on the 18th Tesco has a In self-isolation? banner Morrisons has an ‘Important update
March, Sainsbury’s CEO, Mike on its slot booking page, informing on Coronavirus’ banner on its
Coupe, announced that customers shoppers to update the delivery homepage. Shoppers click through to
over 70, and those with a disability, instructions box. an information page. To protect
would have priority access to online drivers, it’s no longer accepting carrier
delivery slots from Monday 23rd Sainsbury’s now has a homepage
bag returns, nor product rejections, or
March. information banner, asking shoppers
unwanted substituted items.
to update their delivery instructions if
they are self isolating.
© IGD 2020 Source; IGD Research, Tesco.com, groceries.morrisons.com Page 6
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Online operations
Increase click and collect capacity Increase home delivery capacity
From Monday 23rd March, Sainsbury’s will operate an Morrisons will create 3,500 new jobs, to expand its home
expanded click and collect service, “significantly” increasing the delivery service to another 100 stores. The retailer will recruit
number of collection sites across the country. 2,500 pickers and over 1,000 staff in its distribution centres.
© IGD 2020 Source: IGD Research, Page 7
Supply chain
Restricted quantities Prioritising supply Order cut-off time
Asda has a homepage banner To improve availability, Amazon has To help supply chain teams forecast
explaining that there’s a maximum of 3 announced that it’s prioritising for online demand, Waitrose has
units per customer on all products. When household staples, medical supplies, brought forward its order cut-off time
the customer tries to add more than 3 and other high demand products like form 11pm to 12 noon.
items, the + icon is no longer clickable. pet & baby, coming into fulfilment
centres until 5th April.
Sainsbury’s and Tesco have also
installed a cap of 3 items on products.
© IGD 2020 Source: IGD Research, Page 8
Summary 1
Empathy: For instance, Sainsbury’s prioritising elderly and disabled
shoppers for online deliveries, or retailers no longer accepting
returns, to protect drivers.
Authority: Retailers are now restricting the number of items that can
2 be purchased online and bringing forward order cut-off times. We’re
also seeing communication asking shoppers to order responsibly.
Reassurance: Online banners and emails are reassuring shoppers
3 that plenty of food is available. If products are unavailable, retailers
are advertising their substitution promise i.e. shoppers won’t be
charged more.
Confidence: Retailers are communicating that they are accepting
4 orders and websites generally look business as usual. Some have
now gone public stating that they are increasing online order
capacity.
Clarity: Retailers are using virtual queues, information banners,
Q&As, letters from CEOs, and emails, to explain the current
5 situation. Some are explaining the challenges they face, the rationale
behind decisions, and the help they need from shoppers.
© IGD 2020 Source: IGD Research Page 9
Want to know
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our COVID-19: global retail responses report
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