Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team.
What is it?
On-demand delivery platform Deliveroo has launched drone deliveries in a major city in partnership with global drone delivery operator Manna.
The drone deliveries will launch in Dublin, with a test phase being rolled out first.
Drones will be deployed from Manna’s delivery hub in Blanchardstown and customers within 3km of the site will be able to order from local restaurants.
The drones can fly at speeds of up to 80km per hour with a flight time of as little as three minutes.
As the delivery arrives, the drone will hover and gently lower the food to the ground for a contact-free delivery.
Customers eligible for delivery will need to validate their address in the Deliveroo app before confirming a suitable location for a safe dropoff, which usually includes a driveway or garden.
Customers can track the delivery once an order is placed and be notified when the drone is nearby.
Why does it matter?
The partnership aims to support Deliveroo’s commitment to improving the customer experience.
Drone operator Manna has already completed over 170,000 flights from its Dublin base and has regulatory approval. each drone has advanced safety features, backup systems, a parachute and is monitored by a dispatcher throughout the flight.
“Our mission is to bring local neighbourhood favourites to as many people’s doors as possible, and constantly raise the bar on the experience and service we provide”
Carlo Mocci, chief business officer at Deliveroo
Waiting times are cut, emissions are reduced and Deliveroo said it offers a more sustainable and faster alternative to other delivery options.
The initial testing phase will help see how drones can serve suburban and rural areas, with the wider aim of reaching new customers through super-fast deliveries.
It is also aiming to expand the service to more restaurants and launch grocery and retail deliveries within the next six months.
Strategic implications
Drone deliveries are starting to gain traction as a way for businesses to reach customers in more remote locations.
As well as helping Deliveroo reach more customers, the innovative delivery aims to support participating merchants in growing their sales by appealing to new customers.
The platform could expand the service to other markets if the launch in Ireland is successful and regulatory approval is granted.
In the UK, the government has invested £20m in advanced commercial drone operations to boost the potential for this type of delivery.
Winning strategies
- Elevated customer experience
- Sustainability initiatives
- Focus on innovation
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