Deliveroo has launched a new feature to allow users to shop from up to three stores in a single basket without additional delivery fees.
The move “recreates the high street shopping experience”, the aggregator app said. The feature – called ‘Bundles’ – is initially being tested with customers across the UK and Ireland who use Deliveroo for grocery shopping.
“We want to emulate a trip to the shops on your local high street through the ability to order from multiple stores in a single order,” said Suzy McClintock, vice president of consumer and new verticals at Deliveroo.
“Whether that be your local supermarket, butchers or bakers, through to your pharmacy or florist, grocery customers can fulfil different needs in a single order, for no extra delivery cost,” she added.
Deliveroo said it expected the feature to “increase order volume, frequency and basket size” by creating a “more flexible and dynamic customer experience that simulates a trip down a local high street”.
The company claimed the feature to be an industry-first in the UK, with no other delivery platform currently offering the capability to order from three stores in one single order.
It’s in response to customers using the app that “do not complete a grocery or retail order because they cannot find everything they need from one store, whether that’s due to out of stock items, specific dietary requirements, or the desire to tick off a diverse shopping list in one go”.
A lack of selection at a single store was ranked as a top barrier for grocery and retail purchases on Deliveroo, according to the company’s own research.
Deliveroo has also announced enhancement of its ‘post-order top-up’ functionality, which allowed customers to add items from a nearby retailer to their restaurant order, such as adding a bottle of wine or dessert from a supermarket, within a 10-minute window after checkout.
The ‘top-up’ is then delivered by the same or an additional rider is dispatched.
The capability has now been extended to restaurants meaning after placing an order, be it from a local restaurant, supermarket or retailer, customers can add items from a restaurant nearby post check-out.
Deliveroo described it as “the perfect solution for those who want to order from two separate restaurants, or who want to order a meal alongside groceries”.
Both the ‘Bundles’ and extend ‘Top-Up’ functionality are in a pilot phase and may be iterated over time depending on customer response, Deliveroo said.
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