Deliveroo PDF

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Summary

A detailed evaluation of how the Deliveroo utilises different servicing elements...

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Choose one of the following: 1. 2. 3. 4.

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What characteristic(s) distinguishes the service from physical products? What extended services marketing mix is used to market the service? Focus on people, process and physical evidence

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DELIVEROO What is Deliveroo? Deliveroo is an online food delivery company that was established in 2013. Deliveroo allows for people to order food from their favourite restaurants and have it directly delivered to their location. As a result of Covid-19, the effects of self-isolation have grown the company’s brand due to the increase of families and individuals eating in at home. This has improved its popularity and demand, similarly to other online food delivery company’s such as UberEats and DoorDash. What characteristics distinguishes the service from physical products? Intangibility – As Deliveroo mainly operates as an app and website, its service lacks physicality. The foods and drinks available for purchase on Deliveroo may not be physical observed and examined by individuals prior to their purchase. Despite providing images and photographs of its products, the online platform utilised by Deliveroo is intangible making it difficult for its customers to conduct extensive evaluations of the services products. Inseparability – This characteristic delineates that the service from the service provider cannot be separated. In this manner, Deliveroo exhibits inseparability as the food service takes the orders of its customers and in turn, delivers food to its respective customer for consumption. Heterogeneity – This characteristic encompasses the variations and slight differences that exist throughout the different forms of service offered by Deliveroo. As the online food delivery company exists across many different and varying countries, it is inevitable that service offered by

Deliveroo will vary. This may be due to factors including delivery routes, traffic, means of transport etc. Perishability – This characteristic detail the inability to store services for use at a later date. Deliveroo is unable to store its service, being an online food delivery company. As the service provided is intangible, Deliveroo cannot possibly store its service, unlike a product or good. What extended services marketing mix is used to market the service? People – Deliveroo ensures that their employees are well trained and educated on how they may provide high quality service to customers. In offering advice and assistance where needed, this enables Deliveroo’s drivers and employees to provide high class service when delivering products. The online food delivery company also offers additional income if given referrals as to boost morale and motivation within its employees to better their service. Furthermore, Deliveroo also promotes a ‘Rider Academy’ within which its ‘riders’ may better pursue their passions. By offering ‘new opportunities’ and establishing a basis upon which the online food delivery company may enhance the livelihood of its employees, Deliveroo is able to establish as meaningful connection with its people. This may, in turn, improve the quality of service provided by Deliveroo employees. Process – The process element refers to all of the systems and procedures used to create, communicate, deliver and exchange a service offering. Deliveroo begins its delivery process through its app. Specifically designed to be user friendly and easily understood, Deliveroo has created a platform to which individuals of all ages may efficiently use the app. From there, people may easily choose which restaurants they want to order from, and which meals and products they want to purchase. The inclusion of ratings and reviews also assists customers in constructing a determined decision. Deliveroo is also clever in the way in which they maintain contact with their customers. By requiring customers to create a profile, inclusive of their email address and phone number, Deliveroo is able to continuously communicate with its customers through emails and promotions. Once the product(s) is purchased from the app, Deliveroo offers a detailed review of the estimated delivery time and the location of the driver. This enables customers to monitor and track their food so that they may feel a sense security and control over their order. If the driver has arrived, customers will be notified on the app so that they are readily available to pick up the food. This ensures that the product purchased remains fresh. Customers may then choose to rate or tip the rider depending on the quality of service provided.

Physical Evidence – Being an intangible service, Deliveroo utilises tangible cues in an attempt to manage the uncertainty that intangibility creates. One example is the bag in which food is delivered to customers. Containing it’s logo on the front, Deliveroo is able to reinforce to its customers through the bag, that the food purchased was legitimately and professionally delivered by the online food delivery company. Another tangible cue provided is the indication of the estimated time and location of the driver. This may be done in an attempt to instil a sense of comfort within customers, allowing them to know where their food is and how long it will take for it to be delivered to them....