Coop Mad

Denmark’s largest retail group, Coop, serves customers across the country who seek their wide range of grocery products. For this reason, Coop has chosen to invest in online grocery retail by expanding their business with an online supermarket.

A smiling delivery person wearing a black jacket and a coop.dk cap holds a cardboard box while interacting with a customer, with delivery vehicles in the background.

Background

In the years leading up to the development of Coop Mad, Coop had already been successfully selling non-food items online via coop.dk while also offering groceries through Irma.dk. Since Vertica had also delivered Irma.dk, we had accumulated 3.5 years of knowledge and experience in online grocery retail. For this reason, it was natural for Coop to continue collaborating with Vertica when expanding into an online supermarket offering a broader range of groceries to customers across Denmark.

Coop needed an e-commerce solution that worked seamlessly with their logistics setup. With over 8,000 items in the assortment to be delivered directly to customers’ doors at various time slots, shipping and delivery logistics had to function flawlessly.

Coop also aimed to create a user-friendly and intuitive customer experience, with the familiar Coop brand and the shopping experience at the forefront. Vertica therefore employed the latest frontend technologies and user-optimised design to develop a site that is visually familiar and easy for customers to navigate.

Brown delivery boxes from coop.dk are placed on the doorstep of a dark blue door, surrounded by green foliage and a small potted tree, set against a brick wall.

Hands chopping fresh herbs on a wooden cutting board, with a chopped red bell pepper and a blue bowl of vegetables in the foreground.

A couple joyfully sharing a moment while looking at a smartphone, surrounded by fresh vegetables on a dining table, capturing a warm and intimate atmosphere.

A man and a girl engage in a cheerful conversation at a dining table, surrounded by plates of food and glassware, enjoying a family meal together.

A smiling woman and man share a joyful moment while looking at a smartphone together, surrounded by a cozy atmosphere with soft lighting, a glass of red wine, and a plate of snacks on a table.

A person grilling a variety of colorful vegetables and meats on a barbecue grill, using tongs to turn asparagus and other items, with a blurred background of outdoor scenery.

Assortment

With the new Coop.dk, launched in April 2016, customers gain access to a larger range of groceries than previously available online, with over 8,000 products in the new store. But with its new online supermarket, Coop.dk aims to reach a broader audience with a concept that appeals to more people than the previous Irma.dk. This means Coop always offers at least 500 of the most popular items at consistently low prices, matching discount chains’ pricing. These are products familiar to customers from all Coop stores, representing “the best of Coop” in one solution.

At the same time, Irma is now integrated into the site alongside 24 other specialty stores offering everything from delicacies to organic and lactose-free products.

In the specialty stores, customers can navigate into each individual store, which exclusively features products from brands such as Meyers, Änglamark, Thise, and Urtekram. Each of the 25 specialty stores has its own unique visual identity.

Coop’s membership programme is also integrated into the new platform. Today, Coop has 1.6 million members, all of whom can earn points and enjoy membership benefits when shopping for groceries on the new digital platform—just as they would in physical Coop stores.

A child in striped clothing points at a digital grocery shopping interface on a tablet while an adult's hand is visible holding the device, showcasing a variety of food items for purchase.

A cheerful couple enjoying time together in the kitchen, preparing food and sharing a moment, with various ingredients and utensils on the counter.

The intuitive shopping experience

A team of Vertica’s graphic designers, UX-consultants and frontend developers worked closely with Coop to create an intuitive shopping experience for customers. The new site features several user-friendly elements, including an intelligent search engine, autosuggest in the search function, faceted search, and clear product categories, allowing customers to find the items they want in just a few clicks.

The site automatically saves each customer’s top 100 products, making it easy to add the most popular items to the basket with a single click. At the same time, customers are guided through a straightforward checkout process, where they can easily review and edit their shopping list and select delivery times for their specific postcode. The entire customer journey has been carefully considered, allowing customers to add or edit their order right up until delivery.

Words from Coop

We are very pleased with our collaboration with Vertica, where we balance customers’ needs in terms of assortment and service with a healthy business strategy. We are currently laying the foundation for the online supermarket of the future and have made significant progress on the journey—but there is still more to achieve. Together with Vertica, we have taken major steps forward, and with over three years of partnership and successes behind us, we feel well equipped to jointly build and develop Denmark’s best online supermarket.

Thomas LystHead of Loyalty

Cases

Digital solutions developed through close collaboration