This article is an extract from LegalVision’s Online Business Manual. Download the full Manual here.
Ensuring you’ve fit your product to your market is the key to knowing how to sell your product. Deliveroo has managed to reach that with 16,000 restaurants using their platform, 20,000 riders, 200 cities and across 12 countries. Levi Aron, Country Manager at Deliveroo, explains hyperlocal marketing and the importance of choosing the right partners and perfecting customer experience.
How to Reach Product/Market Fit
Deliveroo was founded in 2013 to shake up the online on-demand food delivery space. We launched in the Australian market in November 2015, and have since expanded into nine Australian cities. In achieving our rapid growth, there are three key lessons online business owners and founders can apply from Deliveroo’s expansion efforts.
1. Think hyperlocal marketing
Australia is a foodie nation, and Deliveroo has played an integral role in changing the way Australians think about food.
Hyperlocalising our marketing was key to tapping into the Australian market. Hyperlocal means that we work with restaurants in the area to market Deliveroo. Instead of a generic Facebook ad that says ‘Get food delivered’, our campaigns say ‘Get a burger from Bondi Relish delivered in 10 minutes’.
Think about how you can geotarget your customer base to personalise the experience and make them more likely to choose your service.
2. Carefully choose your partners
We partner with restaurants that do not have existing delivery services, giving them everything they need to provide one, from drivers to a logistics platform. We are committed to ensuring the food delivery experience is second-to-none — if a delivery takes longer than ten minutes, the food quality suffers greatly, and that ruins the customer experience.
In Australia, the app will only show restaurants in a 2.5km radius. Doing this allows us to focus on building meaningful relationships with our partner restaurants and helps get their name out there. Be strategic about choosing your partners. Their success is your success. Invest time in building meaningful partnerships early on.
3. Don’t forget the customer experience
I have made hundreds of orders using Deliveroo’s platform. Nothing beats receiving your favourite meal at your front door after a few taps on your phone. An exceptional customer experience has been key to our success. In the UK, we achieved our first million orders, not because of paid marketing, but largely through word-of-mouth and focusing on the customer experience. From the second a customer opens the mobile app, to the moment their meal arrives, every interaction should reinforce the brand and experience.
Remember to think about the customers you want to attract. Do you want to distribute coupon codes and attract one off bargain hunters? Or build a loyal customer base that returns on a regular basis and interacts with your brand? Communicate with your customers honestly about your service or product — this is more important than achieving short-term wins.
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