The first grocery delivery order is the most challenging.
It requires lots of marketing, persuasion, and service. Never mind the convenience fee, anything new service creates tension, excitement, and uncertainty.
When the iPhone was rolled out, there were consumers who wanted it no matter what. Then there were the naysayers that the phone would not be successful. Then the network and the marketing kicked in now many iterations later, it is an iconic product that consumers cannot ever think to be without it.
Grocery delivery is a service and commodity. The products are ordered and delivered. The items might be different but the process is routine. Order products. pay, and request to have them delivered.
The second grocery delivery order says the marketing worked. The service benefitted the consumer enough to try it again.
Grocery delivery is a service that has always been accessible for loyal supermarket customer. Now a third party company in partnership with the supermarkets has the opportunity to improve the service, create tension, and offer customer service that make the skeptical customer into a loyal customer. Grocery delivery is here to stay because consumers have allowed the delivery service a second opportunity. The second grocery is key because the marketing will transfer to the consumer that will grow trust and get consumers to subsequent orders.
The key to grocery delivery is for the marketing to resonate for the first order. The second delivery means that behavior has shifted. The customer has accepted the service and ready for every future delivery and to spread the word to others.
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