Trend Observation: On Demand
L’appero is a Parisian aperitif delivery service that promises delivery to customers in no longer than 45 minutes.
Users download the app and then select the box they want delivered. They can opt for either La Box, which serves between two and four people and includes cured ham, cheese, tapenades, bread, olives and a bottle of wine or water, or La Box Moustache, which is for one to two people and includes crisps, cheese and a bottle of beer. Bicycle couriers deliver the packages to any location across the city within 45 minutes.
I can hardly wait
Consumers across the globe are busier than ever. As a result, we’re seeing a demand for products and services that give consumers what they want faster than ever.
L’appero speaks to this trend. It provides an assured service for users. Rather than being given an estimated delivery time, shoppers are safe in the knowledge that their purchase will arrive within 45 minutes. This removes the need to prepare aperitifs – something that’s sure to appeal to time-conscious chefs. Indeed, according to Mintel’s French Consumer Lifestyles: Food and Health July 2012 report, 40% of people choose easy, quick-to-prepare food for weekday evening meals.
And this isn’t the first example of retailers offering shoppers a similarly time-specific service: Festival-goers can get their items sent to them within the hour, eBay has launched a new platform that delivers local products in an hour and a service called Pocket Shop promises to deliver groceries to Londoners within 60 minutes.
Will we see this concept rolled out elsewhere? Dining establishments and leisure venues that provide real-time information on how long customers will have to wait are sure to appeal to those who are time-short.
For a deep and complete analysis of the current situation of Consumer Lifestyles in France, Mintel published the following market research: French Consumer Lifestyles: Food and Health in France
This is an observation from our Inspire trend Life Hacking which looks at how consumers are seeking tools to help them perfect their productivity. For the latest trends and observations on Inspire click here.
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