Car brands and delivery services alike (and often together) have long been toying with the idea of vehicle delivery – Audi’s trial partnership with DHL in Munich, for instance. But these trials rarely develop beyond the beta phase, meaning they’ve flown under the radar of mass awareness so far. With that in mind, we wanted to gauge the public desire for having items delivered directly to the boots of their cars.
Traditionally, delivery services were the wrath of many an expectant customer. The typical experience involved a lot of lounging around at home while you waited for someone to turn up at some undefined point in a 12-hour window. But Adam Morgan’s ‘Unreasonable Consumer’ will no longer accept that sort of inconvenience. In response, services have become more customer-centric, offering convenient, flexible and near-instant delivery options.
Indeed, over the last few years “Next day delivery” has developed from a hollow promise to a reliable necessity. In fact, Amazon is going one step further by patenting ‘Anticipatory Shipping’ – a system of delivering products to customers before they’ve even ordered them – while their Lockers service allows Prime members to deliver to dedicated lockers in public spaces. Yet these services are still reliant on a fixed location that a customer must visit.
What about a delivery service that came to you, no matter where you were? It’s a popular idea in theory, with 37% of respondents saying it would make their lives more convenient (or 43% of total car owners) [chart below].
As with our other survey on in-car offers and promotions, the age breakdown of these results yields an interesting insight. The 18-34 generation are substantially more willing to embrace a car delivery service, with 67% of car owners interested in the idea [chart below]. To understand why, we have to return to the Unreasonable Consumer – a topic of which is explored in greater detail in the next article on Millennials.
Older generations were brought up accepting trade-offs for the services they used regularly. To use Morgan’s example, “you can have a better phone signal and pay a bit more, or a poorer phone signal and it’ll be cheaper”. But services like Uber have opened our eyes to another way. A way that provides first-class services for minimal cost and effort on the consumer’s part. So it’s no surprise that younger generations no longer accept the trade-off – “they want a good phone signal with a cheap phone; they want fast food that’s ethically produced”. They want a delivery service that delivers directly to their car, wherever they are, securely and near-instantaneously.