Hello Fresh Australia started using flyering as a mass customer acquisition channel in 2014 when they used an external partner to scale their operations. Very rapidly more followed such as Marley Spoon, Deliveroo, Uber Eats, Meal Pal and many more.
Why is flyer distribution working so well for the Food Delivery Industry?
Specificity of the Industry
The food delivery industry relies heavily on the convenience for their customers. Why cook after a long day at work when companies like UberEats makes it so convenient to order out? Meal kits, pre-cooked meals and take out are easy goods to consume and receiving a discount voucher is very appealing for potential customers. The food delivery industry has one of the highest first-time user conversion rate. Users redeem the vouchers they receive quickly (14-21 days on average).
“Tech” Food industry
The food delivery industry is heavily dependent on tech, (which is a good thing!) meaning they can be very creative in terms of marketing. The marketing geniuses of these businesses can create pipelines and attract customers with referral offers, affiliates, and other types of discounts. The same technology is used with flyers, we simply place a voucher code on the flyer which is then distributed by our energetic Brand Ambassadors. Your new customer receives the flyer and redeems the voucher in their own time.
Specificity of business model
Some businesses like HelloFresh, Marley Spoon, or MealPal use subscriptions as their revenue model which enables them to have higher retention as they don’t need to reorder week on week. In other words, their CLV (Customer Lifetime Value) is higher than other food delivery businesses. However, it is complex for them to acquire new clients due to the nature of their product (subscription). The purchase process of their customers is longer which means that in order for them to buy the product or service they will need to be persuaded, which can be quite expensive. Flyering campaigns fit perfectly this particularity and are very cheap for Brands. A customer may refuse a flyer from a Brand Ambassador on Monday, see another Brand Ambassador on Tuesday with the same flyer and end up taking the flyer from another Brand Ambassador on Friday and redeem it during the weekend. That’s exactly how flyering works for our clients.
Tracking & Optimisation
Oppizi has developed a Technology which enables Brands to launch, track, and optimise their flyering campaigns. All the distribution data is tracked, merged with the Brand data, and all summarised in our beautiful dashboards. Acquire customers offline on a large scale is now seamless thanks to the all-in service provided by Oppizi.
We distribute flyers for our clients in Australia, New Zealand, France, UK and the US.