How local businesses can turn the threat of on-demand deliveries to their own advantage

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On-demand delivery services are making local businesses nervous, but columnist Brian Smith explains why this new shift in consumer behavior should be seen as an opportunity to grow.

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As a digital marketer, you have to stay on your toes. It sometimes feels like new market disruptions have become an annual rite of passage. What were once generational, seismic changes are now just the normal order of business.

The latest development in a long line of digital commerce revolutions is the emergence of on-demand delivery. Like any disruptive change, on-demand apps have created a lot of anxiety for brands and their local stores. Is this technology a threat to localized businesses, or an opportunity to improve brand engagement and drive customer loyalty?

Amazon leads another digital revolution

You have Amazon to thank for the current fervor whipping up around on-demand delivery. While Uber Eats, Instacart and Soothe, among others, laid the foundation for this change, Amazon will likely be the company to catapult on-demand local services into the wider consumer consciousness. The e-commerce giant’s recently announced plan to acquire supermarket chain Whole Foods signals a radical change in the way consumers buy and receive groceries.

If Amazon does indeed grab the torch from the Instacarts of the world, consumers are likely to follow right along. At that point, on-demand apps will cease being fringe consumer channels and become the new status quo.

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Brian Smith is the director of local solutions and resident local search expert at Placeable, a local marketing company specializing in enterprise brands. For over 12 years, Brian has been conjuring up solutions to the most vexing search problems for his clients. Responsible for all aspects of Placeable’s managed services organization, Brian executes local search strategy through content marketing, data syndication management, and technical enhancements to Placeable’s suite of products. When the Montana native isn’t working on ways to improve his clients’ search strategies, you can find him driving his kids to various sporting events and dance practice.


 

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