Delivery applications and SMS
Elsa Paparone
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Introduction
Meal delivery apps such as Uber Eats and Deliveroo have revolutionized the way we order and consume. Among the communication tools used by these platforms, the SMS pro plays a strategic role. This message is often underestimated in its impact on the user experience, but by informing customers of the status of their order, confirming delivery times or sharing personalized promotions, the SMS is an essential vector of customer satisfaction. The digital revolution in this sector is driven by the use of smartphones, but it's good old SMS that's doing the job.
Let's find out how these short, simple, yet powerful messages help to streamline the delivery process and strengthen user/customer loyalty.
The rise of "food delivery" players
Between 2019 and 2023, e-commerce in the food sector grew by almost 89% (NielsenIQ). This new mode of consumption has truly become part of our eating habits. Whether alone at home, with friends in the evening or at the office between lunch and dinner, the speed and quality of this service has not taken long to win over its customers.
Among the players in the sector, we find first of all the aggregators, which appeared almost 20 years ago, managing online order-taking, transfer to partner restaurants and delivery (JustEat, UberEats, deliveroo...). Then there are the pureplayers (Frichti, Foodchéri...), in other words those who prepare their own dishes and deliver them to the customer, followed by the major chains who deliver their own products (sushi shop, Domino's Pizza...).
All players in the delivery market have 2 things in common: food, of course, but also the sending of SMS. Let's find out how they use these messages.
What are the communication strategies for delivery?
SMS/Push notification
Notification by SMSpush notification lets you inform, warn and remind. It's a highly effective organizational and loyalty-building tool that you can quickly program via our API SMS or one of our plugins SMS for CRM.
Authentication by SMS
Validating a user's identity by SMS OTP is a widespread practice in e-commerce, particularly among food delivery operators. This message ensures the validity of the number, associates the number with an identified physical person, and extends the user experience on the smartphone used to place the order.
DELIVEROO
Outside the application or in addition to push notifications, customers are informed by SMS of the progress of their order and their delivery driver:
- Order in preparation
- On the way to the restaurant
- Waiting at the restaurant for your order
- On the way
- Then nearby...
A highly satisfying customer experience. Customers are kept up to date with every stage of their delivery by message, making for a stress-free experience.
JUST EAT
For added security, each order is validated by SMS . However, between this order and its arrival at the customer's premises, "no news, good news" - in other words, no SMS is sent.
A minimalist multi-channel customer experience, but one in which SMS is nonetheless present.
UBER EATS
- Account authentication by SMS
- Order and pick-up by a delivery driver notified by SMS (outside app or in addition to push notifications)
- Deliveryman 1min from arrival
- Feedbacks are also collected from customers via a SMS
Uber already manages its cab fleet well, so it seems only natural that Uber eats should offer a more than satisfactory food delivery experience to its customers.
SMS marketing
SMS marketing is long-term, designed to attract customers' attention, encourage them to place orders, and reinforce their commitment to the application via various "highlights" and "special offers" notifications. Unlike notifications and SMS OTP, SMS marketing can be integrated into your communications without any special technical knowledge or automation.
Examples:
Limited-time promotion
[SenderID]
Fancy a feast tonight? 🍔 Get 20% off your order with code SAVORY20. Offer valid until midnight!
User reactivation
[SenderID]
Long time no see!
Come back and get €10 off your next order with the code WELCOME10. We'll be waiting for you!
Launch of a new restaurant
[SenderID]
New to discover! 🍣 Restaurant [Restaurant Name] is now on UberEats. Order today and receive €5 off with code NEWFLAVOR.
Incentive to order for a sporting event
[SenderID]
The match starts soon! 🏀 Order now and receive 2 free drinks with your meal. Use code GAMETIME at checkout.
Encouraging grouped orders
[SenderID]
Get your friends together for a pizza party! 🍕 Save 25% on orders over €50. Use code PIZZANIGHT.
Loyalty
[SenderID]
Thank you for your loyalty! 🎁 As a thank you, here's 10% off your next order. Use code THANKYOU10.
These SMS are designed to attract users' attention, encourage them to place an order, and reinforce their commitment to your application.
Why choose smsmode© for your SMS mailing strategy?
Most of our customers come from the start-up world. This commercial orientation reflects our vision: to support our customers right from the start in using mobile messaging solutions that are agile, scalable and adapted to their needs.
Our teams put their expertise to work for your success, helping you to establish your mobile strategies for your SMS marketing campaigns and for your notification/reminder communications for appointments, order confirmations, etc..,
smsmode© for many years players in the FoodTech sector who continue to forge our expertise and know-how every day. These close relationships enable us to know which solutions are best suited to each need (online platform, SMS plugins, APIs), and which ones are best suited to your needs. the keys to implementing an effective strategy.
- Direct connections to 500+ operators worldwide
- Competitive prices
- Platform available 24/7
- RGPD compliant service
Conclusion
The integration of SMS by food delivery apps represents a doubly beneficial strategy. As we demonstrated above when we looked at the customer journey offered by Deliveroo and Uber Eats, push notifications via SMS enhance the user experience by providing instant, universal updates that reinforce customer trust and satisfaction. SMS marketing, meanwhile, establishes a direct link with users by offering targeted promotions, special offers and reminders that can boost engagement and encourage loyalty.
For these tools to remain effective, it's important to use them in a balanced and strategic way. An overload of messages can lead to user fatigue and disengagement. Precise segmentation and personalization are therefore essential to maximize impact while respecting the user experience. When judiciously combined, SMS push notifications and SMS marketing become powerful levers for this type of application, promoting both customer satisfaction and commercial growth.
Try out our SMS platform and benefit from 20 free test credits, with no obligation.