By Pedro Judacheski *
The delivery market has experienced significant growth since its inception
of the pandemic. When several establishments, such as restaurants and bars, had to close their doors, it was in delivery that many businesses found the chance to stay open, serving their customers, even with many adversities and the need for digitalization. The entire sector felt a boom in home deliveries and projected the continuity of this growth due to the intense transformation in consumption patterns that the pandemic imposed.
However, the still timid recovery of the economy — below what was projected for more than a year after the beginning of the pandemic —, the increase in inflation, the worsening of the crisis and the consequent decrease in the intensity of consumption has been significantly impacting all sectors, including that of delivery. On the other hand, the positive acceleration of vaccination started to allow physical businesses, previously closed or with restrictions due to health issues, to reopen and, currently, operate with almost normality.
The greater balance of in-person consumption and the option for delivery, with the deceleration of the second, was already expected. However, the worsening of the financial crisis for families directly impacted establishments focused on delivery operations, recording a gradual drop in orders. For those companies that operate 100% with deliveries, mainly in the food sector, this has been reflected in the revision of projections and the need to reinvent themselves.
More than ever, people have experienced the convenience of ordering food at home and service has become more present in their lives. The penetration of delivery in the Brazilian market is still low and many cities, especially in the countryside, do not even have an option for online orders. This means that we still have a market to explore, bringing digital solutions to establishments and more convenience for the consumer.
Within this scenario, the delivery market has been following the cultural change and consumption habits that society is going through and preparing for the post-pandemic. One of the main pains of users today is delivery time. Therefore, one of the trends for the retail sector, which has intensified with the pandemic and is expected to accelerate even further in 2022, is ultra-fast deliveries.
This innovation, which promises a new experience for consumers, is a global trend and the next generation of e-commerce, called quick commerce, consists of increasingly reducing the distance between the moment of purchase and receipt of the product or service. by the consumer.
An example of this new sales concept is dark stores, which function as small distribution centers, operating only for online shopping deliveries. As they are exclusive stores for digital channels, dark stores gain in agility from the receipt of the order, preparation and logistics, moving from point A to point B quickly, but without losing the quality of the service. It is certainly a model that will “disrupt” e-commerce.
The purpose of ultra-fast deliveries is to make people’s lives easier,
show that eventually it doesn’t make sense to leave the house, face queues, pay for parking, look for items on the shelf, if you can ask for an app and receive the products wherever you are. This goes for an ingredient that was missing in the preparation of a cake to the cold beer for the barbecue. In many cases, deliveries take a maximum of 15 minutes.
Another trend we see is the use of data and artificial intelligence to
consumer-related decision making. It is increasingly essential to understand the behavior and consumption habits of customers to think of solutions that generate value and improve the user experience.
Knowing what people in a particular region or neighborhood consume along the
week and weekends, which are the most ordered items and the most used verticals in the apps helps shopkeepers to think about products and services specific to their customer’s needs. In addition to improving the user experience, this also reflects on the business result.
Therefore, investment in technologies that support data-based decision making grows every day and should be even more intensified in the coming years.
* Pedro Judacheski is CEO and founding partner of Delivery Much, a delivery platform focused on the interior of Brazil