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Before there were this bunch of delivery apps, people filled their refrigerators with magnets with delivery phones.
Then came the pandemic and the habit of ordering deliveries changed.
What used to be an exception is now almost the rule, and a well-designed delivery strategy will offer many advantages.
Notice the plural in the title: delivery areas.
That's right, starting from a single store you may have different criteria for delivery.
The iFood example
The largest delivery app offers two alternatives to restaurants:
In the basic plan, the app charges 12% commission on sales and delivery is the responsibility of the restaurant;
In the delivery plan, the app charges 23% commission on sales and also takes care of the delivery.
In both cases, you win by selling to customers that may not be yours, but you never know if they could be your customers otherwise.
Timeline
In general, it involves the analysis of travel times for the design of ideal delivery areas and measurement of the attainable market potential.
It is estimated that within a week of dedication this project may be completed.
Important steps
Project presentation (1h)
The consultant will give a conceptual presentation of Geomarketing and how it is used by various professional networks in the definition of their delivery strategies.
Client-consultant alignment (2 hours)
Clear and sincere explanation of the expectations regarding delivery, making it clear if the consultant can propose alternatives or if it is only up to design the areas.
Presentation of delivery strategy references.
- Collection of the list of orders placed on the store's own channel, with delivery address.
Development (6 hours)
The consultant will examine the information collected and design delivery scenarios.
Mapping the address base and evaluating orders by region.
Understanding the delivery area of influence.
Own channel
The network may even be present in the apps, but it increases the price there to cover the fee and direct customers to the store's direct channel.
In this strategy, it is important to have a well-differentiated product to justify the migration of clients from the application to the proprietary platform.
Hybrid
Equivalent pricing policy, both for the app and for the channel itself.
Exclusive promotions on our own channel.
Marketing campaign in the primary delivery region, the one where the network is most in demand.
100% apps
In that case you don't need this study, since all orders arrive through the apps and you don't have delivery address information to map.
If that's your focus, focus on the production cost to offset app commissions.
This is an interesting alternative if you have a competitive cost advantage in a category with high demand in applications.
Publication of four studies:
- Delivery mapping
- Characterization of areas with a concentration of orders
- Understanding opportunities in market voids
- Strategic delivery scenarios
Alignment with the client (2 hours)
Debate about the main findings and definition of paths to follow.
Once the delivery strategy has been defined, it will be time to unfold the studies on the market criteria.
With all this in mind, the consultant will start designing the delivery areas.
Refinement (10 hours)
Development and publication of three other studies, now outlining the criteria for action in different delivery areas.
Price, Promotion and Square (in this case the delivery areas)
Primary area - region that concentrates 70% of orders
- Competitive prices on our own channel
- Promotions on our own channels
- Marketing campaign to promote your own channels
The idea here is to reward the customer with a part of the amount that would be paid to the app.
Secondary area - region other than the primary one that reaches 90% of orders
- Prices that cover the delivery cost per app
- Order promotions through own channel - which is when the customer reserves the order for a certain time, making logistics much easier
The idea is to balance the delivery costs via the app.
Tertiary area - anywhere other than the secondary
- Larger orders that compensate for delivery time (combos and the like)
- Incentive to orders
- Analysis of the potential to open a new point
Final presentation (1h)
After this journey, the consulting staff will present the complete cycle of analysis, learning and conclusion.
This presentation may be recorded for consultation and subsequent dissemination.
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