Asda brings change to delivery service and tells customers 'we are happy to'

Asda has relaunched an initiative to help counteract loneliness. Throughout the summer, delivery drivers are being given the option to add a new element to their uniform.

The 'Happy to Chat about the game' badge will be there to let customers know they're happy to have a quick chat with them whilst their shopping is being delivered. This idea was first trialled in November 2020 in conjunction with the Royal Voluntary Service after it was recognised that the drivers formed a lifeline for some people throughout the Covid pandemic, with almost a quarter (23 percent) of customers admitting they were only interacting with people once a week - many of whom were delivery drivers.

Now, it's back this summer in a bid to unite all ages, especially those who love sport, be it football, cricket or tennis. Asda has a Community Tracker, which looks at how customers, community groups and colleagues want to support their local communities. This has revealed that 60 percent of people surveyed think more needs to be done to combat loneliness and social isolation, with the elderly named as the group most in need of support.

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To encourage conversation and interaction amongst its older customer base, Asda is bringing back its 'Happy to Chat' initiative with a twist. Asda store and grocery home shopping colleagues will have the option to wear 'Happy to chat about the game' badges, prompting any customers who fancy a natter about the score or the upcoming game while getting their groceries.

David Hills, Asda’s Chief Customer Officer, said: "We first trialled the Happy to Chat badges as part of the Covid pandemic in 2020 and quickly made them a permanent fixture for our drivers’ to wear. This summer, we want to ensure we are keeping the conversations going with our older customers, especially as one of our drivers may be the only person they interact with that day.

"This badge is a symbol of our colleagues' continued friendly and approachable service which can make such a difference to those that don’t have much contact with others. We want to make sure that whether it’s in our stores, at the doorstep or in the community – we’re here for customers this summer."

Delivery driver Andrew Nash said: “When we initially launched the Happy to Chat badges to combat isolation during the pandemic we had such a positive response, especially from our older customers. I’m really pleased we have a twist on the badges so we can kick off a conversation whether that’s about the game or just to ask them how they are. I know from experience that even just having a few minutes chat with someone whilst you’re delivering their shopping can have such a positive impact on their day."