Sector News

Deliveroo delves into personal care and beauty takeaway

December 10, 2023
Consumer Packaged Goods

Deliveroo introduces “Deliveroo Shopping,” an on-demand online retail service alongside its existing restaurant food and grocery offering. With personal care and cosmetics on offer, the platform will host a range of retail products, from electronics to pet food, from flowers to toys.

The takeaway platform sees more consumers searching for non-food items, with a 76% spike in searches for home accessories in the past year and 320,000 monthly searches for beauty and personal care.

“Deliveroo is now catering for a wider set of consumer needs and occasions. Just as Deliveroo transformed the way people eat, we’re set to do the same to how people shop, bringing more of the local neighborhood to people’s doors,” says Eric French, Deliveroo’s chief operating officer.

The company sees “Deliveroo Shopping” as a major new step in its growth journey and a “natural extension” of offering consumers “what they want for a wider set of occasions with the same on-demand convenience they’re used to at mealtimes.”

“Deliveroo Shopping” lets consumers choose retail items from high-street and local neighborhood shops as well as supermarkets. The products are delivered by Deliveroo’s network of 80,000 riders in the UK.

Extended Christmas gifting range
Supermarket brands already on Deliveroo, such as Waitrose, Co-op, Sainsbury’s and Morrisons are extending their ranges to bolster the retail selection on Deliveroo.

Getting into the holiday spirit, retailers are offering seasonal items and gifts for festive celebrations. Boots is adding an expanded Christmas gifting range.

Deliveroo will expand that selection over the coming months, offering even more items and adding more retailers and products with a focus on the most popular categories.

Consumers can find these in the “gifts” section of Deliveroo Shopping or search for the specific gift they want and mark itas a “gift” at checkout.

Deliveroo’s machine-learning-based search and discovery functionality also allows consumers to browse for a gifting occasion in the app, such as a birthday where curated selection of gifting options will be offered.

Hyper-personalized shopping online is gaining traction. Latest advancements include digital previews and product tests through AR systems, helping consumers make more informed buying decisions.

Last month, Google launched AR beauty tools enabling shoppers to virtually try on hair color and foundations on mobile browsers, while brands can promote their products with AR beauty advertisements.

By Benjamin Ferrer


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