3 minute read
On-demand Grocers
by 55 North
COVER STORY: ZAPP / GETIR
Under Pressure
Rapid delivery services step up marketing activity in UK with high-profile sponsorships.
On-demand grocers this week stepped up their charm offensive in the UK this week announcing a sponsorship deal with a Premier League football club and well-known music festival.
Zapp, the 24/7 rapid delivery service, has been unveiled as the headline sponsor for the London-based Wireless festival. The hip hop, rap and grime festival has been renamed ‘Zapp presents Wireless’.
Attendees can expect a number of Zapp experiences, from the Zapp Convenience Store, Zapp VIP Area, and Zapp Viewing Platform to ticket giveaways and VIP upgrade opportunities.
The Zapp Convenience Store will operate as an on-site click-and-collect service, delivering festival essentials directly to the event. Festival goers can use the Zapp app to shop on-demand from a selection of specially curated products, from sun cream and backup battery chargers to tampons and waterproof ponchos, which will be quickly picked, packed and ready for collection at the store.
Shoppers who find a golden sticker on their order will get access to the Zapp Viewing Platform to watch artists from high above the crowds. There will also be Zapp vending machines on-site, giving festival attendees the opportunity to win tickets to the Zapp VIP area or Zapp branded merchandise.
The partnership will be supported by an extensive marketing campaign and on-site advertising. It follows Zapp’s sponsorship of All Points East at the end of August.
David Pepper, Live Nation’s Vice-President of Sales, said: “We couldn’t be more excited to partner with Zapp, a business at the forefront of the rapid delivery revolution, to bring convenience to our fans at Wireless this year.”
In addition, Getir has signed a three-year agreement to become the new and Official Training Wear Partner of Premier League football club Tottenham Hotspur.
Since launching in the UK in January, Getir has completed one million grocery deliveries across London, Birmingham, Manchester, Brighton, Cardiff, Liverpool, and Bristol, and expects to operate in up to 15 UK cities by the end of 2021.
Todd Kline, Chief Commercial Officer of Tottenham Hotspur, said: “We look forward to supporting the growth in awareness of the Getir brand using the global appeal of the club and by delivering unique experiences and match day activations at Tottenham Hotspur Stadium for our fans using Getir’s world-class technology.”
Meanwhile in France….
The Carrefour group has invested in start-up Cajoo, the French specialist of everyday grocery delivery in under 15 minutes, to help boost the platform’s service.
Only five months after its launch, Cajoo is already operating in 10 cities in France and has more than 100,000 users. Cajoo currently offers delivery of nearly 2,000 food and non-food products in under 15 minutes thanks to its network of dark stores.
The funding will enable Cajoo to speed up its development in France and Europe, while leveraging Carrefour’s operational expertise so it can optimise its model and expand its services.
Elodie Perthuisot, the Carrefour Group’s Executive Director of E-Commerce, Data and Digital Transformation, said: “Quick commerce is an underlying market trend that emerged during lockdown and is now increasingly established in consumers’ habits, in all of Carrefour’s geographies. As the leader in home delivery in France, Carrefour is capturing this new trend and is exploring with Cajoo all value-creating strategic opportunities on this new high-growth segment.”
Henri Capoul, co-founder and Chief Executive of Cajoo, added: “We are delighted with this structural partnership with Carrefour, which will help us shore up our leadership position in quick commerce in France and speed up our development in Europe. Cajoo will be able to offer a completely new consumer experience thanks to its agility and technology, bolstered by Carrefour’s logistics and operational expertise.”
