Delivery
App
Opportunities and Challenges
Hyper-local offerings
Current service areas limit the eligible audience pool to specific zip codes and neighborhoods. Therefore, many conventional ad platforms may not be as effective because their targeting audience options are too broad.
Fierce direct/indirect
competition
With delivery services like Instacart and Amazon Fresh already having a large market presence and achieving economies of scale, it is challenging for smaller startups to enter and remain cost competitive.
Distinct value proposition
If successfully communicated to its target audiences, our client’s unique proposition of low prices, convenience, and overall commitment to sustainability can help them stand out even amongst larger competitors.
Our Approach
Create a full funnel digital marketing strategy
We identified several key audience personas and mapped out their respective buyer journeys from initial brand awareness → consideration → app install → first purchase → repeat buy.
- Mothers with young children: substantial grocery cart size; often too busy running errands; could benefit from getting food staples regularly delivered
- College students: many don’t have time/reliable methods of transportation for grocery shopping; cannot afford high service fees from competitors like Instacart; values sustainability
- Elderly/disabled individuals: may have limited mobility to conduct grocery shopping independently; drawn to low cost service options to conserve savings
Rapid strategic testing
Conduct A/B testing and continuous iteration around multiple advertising variables to achieve maximum quality app installs (based on customer lifetime value) at lowest CPA:
- Audience demographics: targeting audiences of different gender, age, income, locations, etc. while prioritizing key audience personas
- Ad content: constructing various ad narratives (imagery, design, messaging, call to action) based on audience pain points and primary appeal
- Promotional offers: offering free delivery, order discounts, and more to drive both first and subsequent purchase on app
- Landing page: creating informative content for app descriptions and screenshots on App Store and Google Play Store
Leverage alternative advertising platforms
In efforts to target on a hyperlocal level, we ventured beyond conventional ad channels such as Google, Facebook, and Instagram. Nextdoor, a social networking platform for neighborhoods, was effective in generating brand awareness in conjunction with the client’s community outreach events. Meanwhile through Pinterest, an image sharing platform for ideas and inspiration, we were able to reach one of our key target personas, mothers with young children.
Our strategy was successful because we were able to create a well-researched blueprint of buyer personas and journeys which served as a basis for A/B testing, while remaining open and agile to rapid iterations in targeting, messaging, etc. based on real-time data.