How Cartdrop Simplifies Same-Day Grocery Delivery for Modern Supermarkets

Grocery shopping habits are continuously evolving. Consumers increasingly prioritise speed, convenience, and flexibility, but many still prefer to shop in-store. In fact, 59% of UK consumers say they primarily buy groceries in physical stores, particularly when purchasing fresh food they want to choose themselves.

For grocery retailers, this creates a challenge: how do you combine the in-store experience customers love with the convenience of fast delivery?

Increasingly, the answer lies in hybrid shopping models that bridge physical retail and last-mile delivery. Major UK grocers are already moving in this direction, with brands like Iceland adopting this model as part of their delivery strategy.

The Challenge for Grocery Retailers

Competition for customers is intense. Retailers are investing heavily in loyalty programmes, promotions, and in-store experience to keep shoppers coming back.

But there is a less obvious friction point that many stores still face: the journey home.

Indeed, retailers are noting:

• Customers downsizing baskets to make their shopping easier to carry home
  
  
• Abandoned baskets when shoppers realise the shop is too heavy or inconvenient
  
  
• Lower return frequency when shopping feels like a hassle
  

This behaviour is especially common in urban areas, among older shoppers, and customers without cars.

In other words, many stores are losing potential basket value not because of price or availability but because customers simply don’t want to carry everything home. Iceland and other retailers are actively addressing this challenge.

Introducing Cart-drop

One way to solve this problem is Cart-drop.

This new hybrid delivery model allows customers to shop normally in-store, then choose home delivery at checkout, with groceries delivered within a 1-2 hour window later that day.

Instead of carrying heavy bags home, customers simply confirm a delivery slot at the till and their groceries arrive later. Customers can then shop freely knowing transporting the groceries is no longer their problem.

For retailers, this translates into larger baskets (13% higher average basket value) and more frequent shopping behaviour, with 22% of customers returning bi-weekly.

At the same time, delivery linked to checkout can increase loyalty scans, sign-ups, and personalised engagement, giving retailers stronger visibility into customer behaviour.

So How Does It Work?

Cartdrop works in four simple steps:

1. The customer shops in-store as normal.
2. At checkout, they’ll select a delivery slot.
3. Store staff label and stage the bags for collection.
4. A Stuart courier will collect and deliver within the agreed 1-2 hour window, with tracking and proof of delivery.

The process requires minimal operational effort for store teams while creating a seamless experience for customers.

Beyond Convenience: Delivering More Sustainably

Cartdrop is designed to remove friction from the shopping experience, offering fast, same-day delivery directly from stores.

Stuart’s ongoing sustainability practices - including route optimisation and the use of low-emission transport such as e-bikes and electric vehicles - ensure that this delivery model is both efficient and environmentally conscious. By keeping deliveries local and minimising extra handling, it supports retailer operations while offering customers a lower-impact delivery option.

Cartdrop in Practice

To optimise Cartdrop, Iceland has worked closely with Stuart to refine where and how the service is offered. By sharing insights, testing new ideas, and aligning teams through regular workshops, the partnership has improved service reliability and created a more seamless experience for customers.

Final Thoughts

It’s clear then that the future of grocery retail is not purely online or purely in-store.

The most successful retailers are combining:

• the in-store shopping experience customers trust
• fast, flexible same-day delivery.

All without changing how customers prefer to shop.

Talk to our team about implementing Cartdrop in your stores.