In-app marketing tools in food delivery platforms; Case: Finnish delivery platforms
Ayub, Asnia (2023)
Ayub, Asnia
2023
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202304125150
https://urn.fi/URN:NBN:fi:amk-202304125150
Tiivistelmä
The growth of the food-delivery business has made food-delivery platforms (FDPs) a crucial sales and marketing channel for restaurants. This thesis investigates the in-app marketing tools available in FDPs and their impact on customer engagement and sales.
The study focuses on two major food delivery platforms in Finland: Wolt and Foodora. The research was conducted using the AIDA marketing framework, which considers the customer's journey from awareness to purchase, as well as literature on in-app advertising that considers the semantic and structural variables in in-app marketing. The study involved interviews with two marketing specialists from Wolt and Foodora, resulting in the identification of eight in-app marketing tools: Hero Banner, Discounts & offers, FDP exclusivity, Time-limited promotions, FDP subscription programs, cost-per-click, and Cashback – each varying in impact and should be selected based on specific marketing goal. For example, discounts and offers are a good way to attract customers and encourage them to try a new product, while the Hero Banner space is more suited for brand awareness campaigns. Furthermore, it is essential to consider whether the focus is on attracting new or existing customers.
This thesis provides a foundation for restaurant owners to understand the in-app marketing options in food delivery platforms. However further research, including the perspective of correlating sales data with marketing acts, is necessary to fully grasp the impact of these tools.
The study focuses on two major food delivery platforms in Finland: Wolt and Foodora. The research was conducted using the AIDA marketing framework, which considers the customer's journey from awareness to purchase, as well as literature on in-app advertising that considers the semantic and structural variables in in-app marketing. The study involved interviews with two marketing specialists from Wolt and Foodora, resulting in the identification of eight in-app marketing tools: Hero Banner, Discounts & offers, FDP exclusivity, Time-limited promotions, FDP subscription programs, cost-per-click, and Cashback – each varying in impact and should be selected based on specific marketing goal. For example, discounts and offers are a good way to attract customers and encourage them to try a new product, while the Hero Banner space is more suited for brand awareness campaigns. Furthermore, it is essential to consider whether the focus is on attracting new or existing customers.
This thesis provides a foundation for restaurant owners to understand the in-app marketing options in food delivery platforms. However further research, including the perspective of correlating sales data with marketing acts, is necessary to fully grasp the impact of these tools.