Category
Marketing
Package Play
Trend cluster
Category
Delivery
Marketing
Brands use limited time delivery offers to market specific products.
4.3
Trend score
What's Happening
What is the Delivery Marketing trend?
Delivery Marketing: Tapping into the popularity of delivery services and how commonplace they've become in consumers' lives, brands are promoting products through limited-run delivery offers. Providing both a low-friction experience for the consumer as well as a sense of novelty, this marketing approach mixes many different forces to create a memorable experience.
Insight
The consumer insight behind the Delivery Marketing trend
Consumers are increasingly concerned with convenience as they become accustomed to smart technology that empowers them through their daily routines–whether that's in their personal or professional lives. Thus, when choosing which brands to be loyal to, consumers value brands that prioritize a streamlined and simple purchase journey.
Trend themes
Themes within the Delivery Marketing trend
Three behaviours holding the trend together01
On-Demand Delivery Offers
Delivery marketing is tapping into the popularity of delivery services and how commonplace they've become in consumers' lives, providing both a low-friction experience for consumers and a sense of novelty.
02
Real-Time Data Utilization
Burger King is using real-time traffic data to determine lengthy congested areas in Mexico City, allowing them to offer the 'Traffic Jam Whopper' for in-car deliveries.
03
Marketing Campaign Collaborations
Benefit Cosmetics is collaborating with Deliveroo to offer a one-day-only 'Cake-Away' service to promote their new Boi-ing Cakeless Concealer in the UK.
Industry implications
What the Delivery Marketing trend means for industry
Where the trend changes the playbookFor
Food Delivery Industry
Delivery marketing and in-car food deliveries are disruptive innovations that offer convenience to consumers and make use of technology to streamline the purchase journey.
For
Advertising Industry
Burger King's utilization of real-time data on digital billboards to advertise in-car burger delivery and the strategic partnership with Uber Eats in Chile exemplify disruptive innovation opportunities in the advertising industry.
For
Cosmetics Industry
The collaboration between Benefit Cosmetics and Deliveroo exemplifies the potential for disruptive innovation opportunities in the cosmetics industry through marketing campaigns that offer unique experiences to consumers.
Workshop question
What are some ways you could use delivery marketing as a way to get consumers interested in your brand's offerings?
Trend signals
Trend signals for Delivery Marketing
Trend score 4.3 out of 10, from popularity 68%, activity 53%, freshness 9%.
Popularity68%
Activity53%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Delivery Marketing trend
4 featured examples from Dec 20, 2018 to Aug 20, 2019CategoryMarketing
Dessert-Paired Makeup Deliveries
Benefit Cosmetics is Sharing Boxes of Cake & Concealer in the UK
The collaboration between Benefit Cosmetics and Deliveroo showcases disruptive innovation opportunities in the cosmetics industry by combining makeup products with unique and limi…
CategoryAutos
In-Car Burger Deliveries
Burger King's Whopper are Now Available to Individuals Stuck in Traffic
Fast food chains can explore in-car delivery services as a way to enhance customer experience and increase sales.
CategoryLifestyle
On-Demand Free Sandwich Deliveries
The Kraft Emergency Grilled Cheese Delivery Promotes Singles
The food delivery industry can capitalize on the on-demand food delivery trend by leveraging technology and innovative delivery models to provide faster and more convenient servic…
CategoryMarketing
Royal Burger Delivery Stunts
Burger King's 'King of the Streets' Campaign Boasts Free Whoppers
Disruptive innovation opportunity for fast food chains to rethink their delivery strategies and create memorable experiences for customers.
