INNOVATIVE DELIVERY SOLUTIONS: CUSTOMERS PRIZE CONVENIENCE
Do you know what ‘convenience’ means to your customer? Are you thinking about this as part of your 2017 marketing strategy?
49% of shoppers say technology – including online, mobile and click-and-collect – has “made the shopping process faster”. Convenience shopping is something we’re all utilising, from on-demand apps such as Uber to catch up TV, we live 24/7 digital lifestyles in which we have increasingly high expectations and demands.
AMAZON IS LEADING THE WAY
Hands up if you thought the future of shopping was here when Amazon made its first air drone delivery in the UK last December. As if that wasn’t advanced enough, this year sees the launch of Amazon Go- ‘the world’s most advanced shopping technology’ where customers are not required to queue or physically use a checkout when purchasing goods in the concept store. So how does it work? Once inside an Amazon Go store, all you need to do is grab your goods from the shelves, confirm the purchase via technology that automatically recognises what’s in your basket, and walk right out.
And that’s not all. Amazon’s next day delivery is no longer fast enough. Amazon’s Prime Now service offers a guaranteed delivery in just a couple of hours. With a quarter of Prime customers now using this service, the demand is clearly there for speedy delivery solutions.
AND IT'S NOT JUST OUR GOODS, IT'S FOOD TOO
Deliveroo now delivers to over 50,000 customers across 120 neighbourhoods in London, Brighton and Manchester and with 40% of UK meal deliveries now being ordered online, it’s an excellent example of how consumers are becoming increasingly urbanised and are crying out for choice and ease.
BUT IS THIS A TREND THAT ONLY THE BIGGER PLAYERS ARE CATCHING ON TO?
We spoke to Adela Hussain, Director of Style Lyrical, an online personal shopping service that delivers a handpicked box of curated clothing items to your door. The service is aimed at busy women who love to shop, but are lacking in time. After completing an initial style consultation customers receive their very own style box based on their body shape, lifestyle and personality. Adela explains, “Our service was born out of a desire to help busy women who have demanding careers and/ or family lives and don’t wish to spend time shopping at weekends. We style women so they don’t need to shop, which cuts down disappointment and the need to return goods.” Does it work? Adela confirms that customers are buying 75% of what’s provided to them. “It can be overwhelming in the morning whilst wondering what to wear. We build outfits so that our customers understand the different ways to style them, and for our loyal customers we match new pieces with existing items they have purchased.” Style Lyrical’s 5 star reviews say it all with one customer commenting, “Such an amazing hassle free service that is high end, professional and totally suited my needs.”
HOW CAN YOU TAKE ADVANTAGE OF THE CONVENIENCE SHOPPING DEMAND
1. Try to understand your customers biggest problems - is it time, convenience? When you understand this you can go on to solve them.
2. Understand how many of your customers use speedy delivery services already and whether there’s an appetite for something even faster.
3. If you’re not already doing it then explore the possibility of click and collect. 72% of UK shoppers are now using this service.
Contact us to find out how SMACK can help you improve your retail marketing.