The COVID-19 pandemic brought on unprecedented levels of consumers ordering food for delivery—both from restaurants and from grocery stores. In fact, food delivery has expanded to being a $150 billion global market, more than tripling in value since 2017, according to data from McKinsey. Opting for grocery delivery versus shopping in-store offered consumers safety and convenience that many needed more than ever—especially if they were immunocompromised, had kids at home, or were short on time.
Now, in 2022, even as Americans are returning—or have already returned—to their pre-pandemic routines, many are still choosing to order grocery delivery, shutting down any speculation that grocery delivery was just a product of its time. However, just because it’s here to stay, that doesn’t mean grocery retailers don’t need to nurture, refine, and optimize their service. Maximizing participation and satisfaction, ensuring speedy delivery, and heightening order accuracy are three areas grocery retailers should focus on this year.
Maximize participation through targeted, creative marketing
While a number of consumers already use delivery services for grocery, maintaining participation and expanding its reach will call for creative marketing designed to draw in customers. Promotions and discounts, especially for first-time users, are an easy way to do so—45% of consumers say that mobile promotions and loyalty programs would encourage them to order food delivery more often, according to Nation’s Restaurant News.However, they also say it may not keep them coming back. However, emphasizing reliability and convenience in marketing materials can help with that, especially if a grocery brand is paired up with a known and trusted delivery partner, such as DoorDash. By highlighting a partnership, grocery retailers can bolster confidence as well as capitalize on brand recognition to keep customers returning—after all, if consumers know and trust a brand to deliver their restaurant food reliably, that loyalty and trust will carry over to their grocery needs.
Expand delivery fleet to cut down on wait times
As delivery remains a popular option for consumers, grocery retailers may need to expand their delivery fleets. In-store staff may not be enough to cater to the heightened demand for grocery delivery, so theycan look to third-party partners such as DoorDash that offer on-demand delivery orders. By choosing a partner that has an existing logistics platform integrated into its POS system, grocery retailers can use their own online ordering systems to allow customers to place orders with ease, then fulfill them with a third-party partner’s logistics team and fleet of drivers. By expanding the number of drivers on hand, grocery retailers can fulfill more orders quickly, which leads to increased customer satisfaction and, in turn, a higher likelihood of repeat orders.
Focus on order accuracy
Finally, grocery retailers should focus on order accuracy. If a new customer orders delivery only to find items have been left out or substituted, they may not choose to get grocery delivery again. It is essential for retailers to ensure their online ordering platform is as up-to-date as possible to avoid errors. What’s more, there should be a process in place for what to do with out-of-stocks or substitutions so that customers aren’t surprised when they get their orders. Continually refine these processes and focus on training for in-store order pickers to boost accuracy, increase customer satisfaction and encourage brand loyalty when customers choose where to get groceries from.
Grocery delivery isn’t going anywhere anytime soon—and keeping it successful will hinge on customer satisfaction with the service. By marketing the service, expanding delivery fleets, and boosting order accuracy, grocery retailers can set themselves up for future success with grocery delivery. To learn more about how to grow your business by accepting grocery orders on DoorDash, visit get.doordash.com.
This post is sponsored by DoorDash