Iceland Foods and Olio are taking their “yellow label” efforts to the next level, by expanding their clearance partnership with deals app Gander to nearly 1,000 stores.
In October, the trio began a new pilot, which saw close-to-sell-by-date items from four Bristol-based Iceland stores listed on both Gander’s and Olio’s app. Iceland will now expand the service to 950 of its stores nationwide.
It means shoppers will now be able to view “thousands” of Iceland’s yellow label discount items in real time via the ‘Reduction Feed’ on both the Gander app and Olio apps. They can then either visit the store to buy them or reserve them for collection via the Olio app.
“We’re thrilled to be working with Iceland on this exciting new stage of Olio’s food waste journey,” Olio said.
“We’re proud to partner with a retailer committed to making a positive impact in communities across the UK – helping families everywhere save money on their food shop.”
Gander connects directly to retailer’s point of sale systems in store, to provide real time updates on promotions and reductions in store. Shoppers can then browse all deals locally to them via the Gander app or choose to receive notifications about specific promotions.
The platform claims that its partner retailers see a 26% waste reduction on average.
Since launching in 2019, Gander has expanded internationally, and has been onboarding a number of partner apps with access to its feeds.
The Iceland expansion follows a tie-up between Gander and Olio in July last year, which linked yellow label deals live across Gander’s retail partners to the Olio app.
As well as helping a retailer to reduce waste in stores, the platform can act as a sales driver, Olio claims. Around 70% of shoppers in the Iceland trial bought extra items when they collected their discount in store.
It’s the latest development in a long-running partnership between Olio and Iceland, following the expansion of its Lucky Dip collection bags in June.
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