🔍 The expanding universe of delivery
As we navigate the bustling streets of our digital marketplace, Uber Eats and DoorDash are no longer just about satisfying our food cravings. In a strategic move to captivate a broader audience, Uber Eats has partnered with The Vitamin Shoppe. Imagine, with just a few taps, your daily dose of vitamins delivered right to your doorstep. And it's not just about health supplements. DoorDash, not to be outdone, has dipped its toes into the beauty sector, partnering with Sally Beauty and MAC Cosmetics, and bolstering its ties with Sephora. From urgently needed mascara to pet food, these aggregators are redefining the essence of on-demand delivery.
📈 Beyond food: A dive into consumables
Why the sudden interest in consumables like supplements and beauty products? It's simple: frequency. Items like nutritional supplements and skincare products are part of daily routines, offering a ripe market for these delivery giants to tap into. Uber’s collaboration with The Vitamin Shoppe on April 4th, 2024, aims to meet urgent, personalized nutrition needs. Similarly, DoorDash's foray into beauty, alongside a significant partnership for pet food delivery with Pet Supplies Plus, signals a strategic pivot to diversify offerings and entice a wider customer base.
🚀 Leveraging infrastructure for diversified delivery
The genius behind expanding into these new verticals lies not just in attracting customers but also in optimizing existing resources. With vast fleets and sophisticated tech, aggregators like Uber Eats and DoorDash are seeking to maximize their operational capabilities. Delivering a lipstick or a vitamin supplement during food delivery’s off-peak hours can significantly enhance driver productivity, ensuring a better utilization of their delivery infrastructure, all while keeping the wheels of convenience turning for us, the consumers.
💡 The digital shopping evolution
The pivot towards consumables by delivery giants underscores a larger trend: the increasing reliance on digital shopping. A study by PYMNTS Intelligence, in collaboration with Visa, sheds light on this shift. It reveals that over one in four U.S. shoppers prefer transactions devoid of any physical store interaction, leveraging digital channels for their purchasing needs. With 85% of consumers using multiple digital features regularly, the expansion into consumable categories by delivery services is not just timely but indicative of the future trajectory of retail.
Will you order your next vitamins via Uber Eats?
