For Shipt, the personal shopping and same-day delivery company, call it a case of cross-over appeal. Maybe a way to move up within the eCommerce food chain, so to speak.
The delivery company is finding another channel for digital interactions — in this case, YouTube.
Shipt said in a Monday (June 14) press release that it has entered a partnership with the home design duo Mr. Kate to issue content that is focused on the duo’s home improvement projects.
“As parents with busy schedules and nonstop projects, the husband-and-wife design duo know how chaotic life can get once summer activities are in full swing,” reads the release. “That’s why they recommend Shipt and its network of trusted personal shoppers to help get all the essentials needed for daily life delivered in as soon as one hour, giving time back in the day to do what they enjoy — like backyard entertaining.”
Shopping And DIY
In the initial video, Kate Albrecht notes that there is much prep and shopping to do in do-it-yourself (DIY) projects — and she directly mentions Shipt as the show’s sponsor. She states that the service is “so different” that other on demand offerings, due to the fact that it uses personal shoppers who “really cares about the experience that you are getting.” She demonstrates communicating with personal shoppers while ordering sheets.
In this case, watching as the hosts navigate through a project, and clicking on the tools needed for a home improvement or creative endeavor — glue sticks, for example, or sheets or … well you name it — reinforces consumer behavior. At the same time, of course, the YouTube videos can drive traffic to Shipt. A link on the delivery firm’s site embeds a signup page to open an account. Shopping, then, and delivery (and by extension, payments) become part of the online, streaming experience.
The cross-pollination comes on the heels of an announcement earlier this month where the company said it had struck a partnership to deliver prescriptions and other products to pet owners directly from their veterinarians.
The Shipt expansions come as the latest installment in PYMNTS’ Pandenomics series, Consumers and the New Retail Landscape, found that across 2,225 consumers digital habits forged during the pandemic will prove long-lasting. The data show that those who increased their online activities across more than one activity will do so because it saves them time, and makes things easier. More than half of respondents have adopted the use of shopping aggregators to shop across multiple stores at once. Roughly a third of respondents said they could use the time that would have been spent in a brick-and-mortar retailer to do other things. The shift has been evident across all demographics, where more than half of all respondents, ranging from Gen Z to baby boomers, have been using the aggregators.