Iceland eyes same-day delivery with Swift trademark registration

Iceland is thought to be lining up plans to offer a same-day delivery service for its groceries, according to a new trademark registration reported by Retail Week.

The frozen food specialist has registered the trademark Swift with the Intellectual Property Office (IPO), and is thought to be launching a rapid grocery delivery service to rival Ocado, Amazon, and the UK’s Big Four grocers.

In its application to register the trademark, Iceland said ‘Swift’ would relate to “mail order retail services” and “electronic or online retail services”.

READ MORE: Iceland & Morrisons launch online initiatives to help thousands of uni students forced to self-isolate

It’s yet another tech-savvy move from Iceland as it looks to ramp up its e-commerce offering whilst the UK remains under government-enforced lockdowns due to coronavirus.

At the start of October Iceland offered students £5 off a £40 online shop “as part of our efforts to support those most affected by lockdown measures”.

The initiative gave students who register from a university email acmes to priority delivery slots with Iceland.

Back in April Iceland said it was increasing its online delivery operations to meet an almost 500 per cent increase in demand.

Iceland announced that more than 120 Iceland Food Warehouse stores with a capacity between 10,000 and 15,000sq ft would help fulfil the staggering increase in online orders since the UK lockdown began in March.

The company said this would lead to a 250 per cent increase in Iceland’s delivery capacity.

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