By: Gabrielle Pecher
goPuff , an on demand delivery app, was created by Drexel University students, Yakir Gola and Rafael Ilishayev, in their sophomore year of college. These best friends, college roommates, and business partners sought an opportunity to capitalize on todays “on-demand” society upon realizing there wasn’t a business that offered everything you need 24/7. The app originally launched with hookahs and munchies, but quickly pivoted due to a high demand and interest in other products. However, they decided to keep the name “goPuff” because it sparked interest among consumers.
Today, goPuff now offers over 3,000 products that fall into 20 different categories. These products include eggs, pots and pans, iPhone chargers, toasters, cleaning items, and much more. Most recently, goPuff introduced goBeer, in which customers can have a 12-pack of brews delivered directly to their front door. These 3,000+ items have been noted as being the most popular among consumer convenience needs and are priced comparatively to convenience stores. This new service offers these items at affordable prices, with the convenience of delivery, without the upcharge.
goPuff’s fleet of independent drivers can easily grab and deliver any of these products within 30 minutes or less, and most customers claim their order typically arrives in about 20 minutes. The delivery fee is a low cost of $1.95, and for an order over $49, the delivery is free. Customers can pay with cash or can link their credit card to goPuff’s app, which is available on Apple, Android and Google phones. goPuff drivers make about $130 to $140 in an eight hour shift between $2 per dollar delivery and then tips. Currently, goPuff delivers Monday- Sunday from noon to 4:30 a.m., but plans to extend those hours to 24 hours a day within the next three months.
Today, goPuff has about 100 employees and is operating in 8 major cities: Philadelphia, Phoenix, Boston, New York City, Austin, Denver, Washington D.C., and Seattle.
Why does this service matter to marketers? Companies like goPuff are targeting a specific demographic – the millennial generation, who want high quality service, but want the process to be quick, easy, cost- effective and – most of all – they want it now without having to wait. These companies are catering to today’s “on-demand” society’s needs where convenience within convenience is becoming a trend to accommodate these types of people and those who live an on-the-go lifestyle who may not have the time to get to places such as the convenience store. When consumers chose a service such as goPuff they are looking for 3 elements. The first element is how the product or service reduces time, consideration, and energy. The second element is the availability of the product or service at the most convenient time, such as not having to wait. Last, the third element is one which concerns the specific timing of the convenience, such as the purchase and the transportation involved.
Today, convenience is everything, given the fact that people now seem to live life on a whim. We have become so accustomed to instant gratification due to advancements in technology that now we don’t want to wait or take the time to do anything, when a service like goPuff can do it for us at a low charge accompanied by a short wait time. Given the success of these services, especially among the millennial generation, I think this has forced marketers to think about whether this kind of service will shape consumer experiences in the future. Will people, at least millenials, eventually stop shopping at supermarkets and making fewer and fewer trips to the convenience store? Will the in-store experience become obsolete in the next several years? These are questions for researchers and marketers to think about going forward as demands are increasing and constantly changing. Given the fact that I am 23 years old and part of the millennial generation, I can say that this service is ideal for us 20-something year olds who are constantly on the go, and when we need or want something, we want it now – at a low cost, of course. New and upcoming companies like goPuff understand that, which is why they have been so successful. More and more people are catching on to this, which is why these types of services, I think, will become increasingly more popular in the next few years.
At goPuff, they take convenience seriously, and for them it’s about bringing you what you need, as soon you need it, with nothing but a few taps and 30 minutes in between. goPuff allows you to carry a sleek and effortless convenience store, smoke shop, and mini-mart right in your pocket. Now, how convenient is that?
To learn more about goPuff take a look at these articles: