Delivering on Consumer Expectations
By Angela Altass
Online ordering capabilities, with options for delivery or pick-up, is no longer considered an extra shopping perk for consumers; it’s an expectation.
“It has become the industry standard for consumers to expect delivery, especially during e-commerce shopping trips,” says Lyndsay Barch, vice president of business operations, StoreToDoor. “Delivery is a simple and easy solution to add to your offerings to ensure clients are met at their doorstep, not just through your brick-and-mortar location. It’s a no-brainer. We can supply the tech and the drivers, so essentially delivery is free to a retailer as our delivery fees can be passed on to the end consumer.”
StoreToDoor currently services the pharmaceutical, cannabis, grocery and retail industries within central and western Canada and has plans to expand into the United States in 2024.
“Consumers are aware of delivery fees and are happy to pay them to have products delivered, especially when it comes to same-day delivery,” says Barch. “We offer a full delivery solution. Consumers are notified via email or SMS when an order is placed, assigned to a driver, is on its’ way and is delivered. Consumers are given a tracking link and can see where their package is and when it’s expected to arrive. If special delivery instructions are necessary, they are included. All messaging is custom branded with our clients’ logos and names. No one even knows StoreToDoor exists. This is all part of the seamless customer journey.”
Barch recommends that businesses ask the following questions when considering working with a delivery company:
- Does the delivery company have a tech solution?
- Does the tech solution integrate with their POS or e-comm platform?
- Do they have a client support line?
- Do they offer same-day delivery or, in general, how does delivery operations work from the client’s perspective?
- Do they comply with provincial regulations when delivering regulatory goods?
- What sorts of features does their delivery solution provide (live tracking, signature required)?
- What is the cost per delivery or what is their cost model? How are clients being charged for delivery? (Per item, per drop, per bag, etc.)
- Are there any additional costs or fees to partner with the delivery company? (Fuel surcharge, software fees, admin fees, etc.)
- Where do they operate? Do they deliver in the same areas where your customers are located?
- How quickly can they start delivering?
- What size vehicles are drivers using to transport your goods?
- How delicate are the parcels being delivered and can the delivery company meet consumer expectations?
- What are the delivery company’s policies for returns, damages, and lost products?
- How many days in a week do they deliver?
Taking a deep dive into the changing landscape of consumer online ordering preferences, DoorDash recently released the third annual Restaurant Online Ordering Trends Report, revealing that consumers continue to look for convenience as delivery apps have become a part of people’s everyday routines from ordering food and alcohol to groceries, gifts, and more. DoorDash surveyed 1,511 consumers across Canada in April 2023 and compiled exclusive data from behaviour on DoorDash to learn how food ordering activities and preferences have changed over the past year.
The report shows that in 2023 consumers prefer ordering food via third-party apps or websites significantly more than in 2022. Comfort, convenience and time-savings are listed as the top reasons for the use of delivery services by shoppers. It also notes that consumers have become more aware of how much hard work goes into running their favourite establishments and, as a result, are continuing to choose to support local businesses.
DoorDash was founded 10 years ago, starting as a restaurant delivery platform and evolving into a global marketplace for local commerce, now delivering anything consumers need from their neighbourhoods. It has facilitated five billion consumer orders and driven over $100 billion in sales for merchants.
“By helping merchants digitize every part of their business to drive incremental sales, by making every store in the neighbourhood more accessible to consumers, and by pioneering the future of work with new and flexible ways to earn, DoorDash is building the future of local commerce on a global scale,” says Rajat Shroff, head of product and design at DoorDash.
In 2021, 7-Eleven Canada launched the 7NOW delivery app in Canada, providing Canadians with the option to order their favourite 7-Eleven products for delivery 24/7, as well as earning points on their delivery orders and gaining entries into exclusive 7-Eleven contests.
“As a business that is built around fresh craveable foods and drinks, it’s critical that we provide convenient options to access our expansive product assortment in different ways, including through online ordering, delivery, and pick-up,” says a spokesperson for 7-Eleven Canada. “We are continually evolving to anticipate and exceed the needs of Canadians and something that our guests have come to expect is a best-in-class digital shopping experience that enhances how they shop in-store and online.”
Several updates were recently made to the 7-Eleven app, including:
- Simplified login and registration, making it easier for on-the-go customers to access the app.
- An improved in-app shopping and delivery experience. Customers can browse through their favourite products and make their selection with just a few taps.
- Onboarding and homepage improvements, allowing an intuitive user interface that makes navigation smooth and effortless.
- Centralized deals and rewards with exclusive deals and discounts for loyalty members.
- Seamless user interface with a new design aesthetic and animations covering over 500 screens across the app end-to-end.
The 7NOW app is fully integrated with the 7Rewards loyalty rewards program, mobile checkout, delivery, pickup, events, contests, and in-store experiences.
DoorDash Canada recently released the 2023 Restaurant Online Ordering Trends Report.
To support its restaurant partners, DoorDash surveyed 1,500 Canadians to find trends in their online ordering habits. Further information on the report is available at https://get.doordash.com/en-ca.
Here are some key takeaways from the report:
Takeout orders are on the rise:
Twenty per cent more Canadians are ordering takeout than delivery in 2023, with the intention of getting their food faster.
Rapid growth in the late night and breakfast categories:
Late night DoorDash orders (12 a.m. – 5 a.m.) increased by 68 per cent, and breakfast DoorDash orders (5 a.m. –11 a.m.) increased 53 per cent. Restaurant owners can consider expanding their hours to include more off-peak options for consumers who want to order outside of traditional mealtimes.
Online ordering is here to stay:
More than 50 per cent of Canadians order food on a third-party platform two to four times a month.
New tastes are driving consumer interest:
Nine in 10 Canadian consumers often or occasionally try new menu items, making online ordering marketplaces a great way for a restaurant to expand their reach.
