Co-op announced a partnership with Amazon Prime, enabling customers across the UK to order groceries online with same-day delivery.
Both companies have high hopes for their partnership. For Co-op, this is part of its target to double online sales by the end of the year and for Amazon, it’s another step closer to realising its grocery ambitions scaling the Amazon Fresh brand.
When commenting on the partnership, trade union GMB said it was disappointed to see Co-op, which prides itself on its ethical image, teaming up with the tech giant whose trading and employment practices are often called into question.
The clear mismatch of brand images inevitably makes it a reputational risk for Co-op to partner with Amazon. Given the recent decline in online grocery shopping figures, will the access to Amazon’s network of Prime members outweigh the risks of customer base erosion?
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