Gopuff, an Instant Commerce platform, has launched Powered by Gopuff, a logistics and technology platform. The solution enables brands to offer affordable delivery from their owned and operated online stores in 15 minutes.
“We have spent the last ten years building and scaling our own hyper-local logistics network and operations. We plan to consistently meet customer demands for fast, affordable, and reliable delivery,” said Daniel Folkman, Gopuff’s SVP of Business. “As a result of this work, we have established ourselves as the face of Instant Commerce. Now, with the launch of Powered by Gopuff, we’re also becoming the fabric of Instant Commerce by extending our proprietary fulfilment and logistics capabilities beyond the Gopuff app for the first time.”
The Powered by Gopuff platform offers a suite of solutions that help brands deliver on evolving consumer expectations around delivery speed. The platform leverages Gopuff’s logistics network, instant fulfilment infrastructure and technology to power their own direct-to-consumer websites. All while driving profitable order volume and diversifying revenue streams for Gopuff.
With Powered by Gopuff, CPG brands can leverage online ads and marketing to drive sales from their own websites. This brings them more control over the customer experience and access to valuable first-party data.
New storefront solution
Gopuff also launched its first solution under the Powered by umbrella: Storefronts Powered by Gopuff. A customisable Shopify theme integrated with Gopuff’s APIs. With Storefronts, Consumer Packaged Goods (CPGs) can launch their own white-labeled DTC site in days, not weeks or months. Orders placed on a partner’s Storefront are automatically routed to the nearest Gopuff micro-fulfilment centre. They are picked, packed, and delivered to customers in as fast as 15 minutes.
“Nobody wants the responsibility of getting a pint of Ben & Jerry’s from a nearby store to their couch. Not even us. That last mile delivery is complicated!” said Jay Tandan, the Global Head of Digital Marketing at Ben & Jerry’s. “Storefronts Powered by Gopuff solves that struggle for us and for Ben & Jerry’s fans across the country. Their micro-fulfilment centres provide a quick and easy way to get Ben & Jerry’s euphoria right to your door in a flash.”
For the past six months, Gopuff has tested Storefronts with more than 20 CPG brands. These include Ben & Jerry’s, Unilever, Mondelēz International, Nestlé, The J.M. Smucker Company, Haleon, and The Ferrara Candy Company. Both TUMS and Jif leveraged Storefronts Powered by Gopuff to break through the Big Game noise, selling through allocated inventory in under 60 minutes. Now, Storefronts are available to all brands currently on Gopuff.
With Storefronts, brands can:
Customise the Shopify theme to match their brand image, messaging and colour palette.
- Offer delivery of their products in as fast as 15 minutes. The platform leverages Gopuff’s local teams, existing inventory and operations, which serve customers in more than 1,000 US cities. Gopuff handles everything from inventory management and replenishment to live customer support.
- Maintain ownership of customer relationships and enable access to critical first-party data to power future growth.
- Connect their Shopify Storefront Powered by Gopuff to marketing channels to drive instant product sales. All within a closed-loop measurement solution.
- Collapse the funnel, taking consumers from product discovery to consumption in minutes.
- Build, manage, and grow their own DTC sales channel.
Gopuff says it is working to enhance the experience wherever consumers shop online. The company plans to expand its Powered by capabilities with the launch of Fulfilment Powered by Gopuff in Q2. The solution is a standalone warehousing and logistics service that gives brands the tools to integrate and promote instant delivery on their existing DTC website. At launch, this service will be available to Shopify merchants whose products are currently available on the Gopuff consumer platform.
“Storefronts Powered by Gopuff transformed our clients’ Big Game campaigns this year, giving us the ability to combine a brand storytelling moment with an immersive shopping experience and show up for our customers like never before,” said Amy Lanzi, CEO of Digitas North America.
Enterprise Times: What this means for businesses
FMCG and CPGs always find themselves on a delicate balancing trick. They normally have to continue to support and nurture their existing third party retail channels that sell goods to consumers. Many brands are able to achieve awareness by having their products available in their third party retail networks. At the same time, they are tempted to developing their own DTC channels. To by-pass their retail networks and sell their products directly to consumers to earn a higher margin.
The challenge is the high levels of investments required to seriously support the development of DTC channels. As a result, the apparent wide interest in Gopuff’s Powered by Gopuff. The solution enables brands to more effectively utilise channels to drive instant product sales, all within a closed-loop measurement solution. The ability to offer instant delivery is an incredibly attractive feature for FMCG and CPG brands. Hence why it was debuted with more than 20 leading CPG partners leveraging the platform to launch new products.
All enterprises are trying to maximise budgets and meet consumer choice. This may entail trying to drive trial and purchase, capture valuable 1P data, and build brand at the same time. Powered by Gopuff appears to be a viable platform every brand should look at seriously.
