Gopuff Platform Powers CPG Brands' DTC Operations
Gopuff is diversifying its revenue streams with the launch of a logistics and technology platform that enables brands to offer on-demand delivery from their own direct-to-consumer websites.
The "Powered by Gopuff" platform offers a suite of solutions designed to help CPG brands address rapidly evolving consumer expectations, including delivery in as little as 15 minutes, by leveraging Gopuff’s logistics network, instant-fulfillment infrastructure and technology, the company revealed in a statement. Brands can leverage the platform’s online ads and marketing capabilities on their own websites as well as first-party customer data.
The first solution launched under the Powered by Gopuff umbrella is “Storefronts,” a customizable Shopify theme integrated with Gopuff's APIs, which will automatically display real-time, local inventory availability. CPG brands can use Storefronts to launch their own white-labeled DTC website in a matter of days, rather than weeks or months.
Orders placed on a brand partner's Storefront are automatically routed to the nearest Gopuff micro-fulfillment center, where they're picked, packed and delivered to customers in as fast as 15 minutes.
“We’ve spent the last 10 years building and scaling our own hyper-local logistics network and operations to consistently meet customer demands for fast, affordable and reliable delivery,” Daniel Folkman, senior vice president of business at Gopuff, said in the statement. “As a result of this work, we've established ourselves as the face of instant commerce. Now, with the launch of Powered by Gopuff, we're also becoming the fabric of instant commerce by extending our proprietary fulfillment and logistics capabilities beyond the Gopuff app for the first time."
Don’t miss Gopuff at P2PI’s Future Forward event in Philadelphia in May.
As consumers increasingly gravitate online for their shopping needs, they're demanding faster order fulfillment. However, e-commerce is challenging for brands that don't have existing DTC channels or fulfillment and delivery capabilities. In a “Powering Instant Commerce Across Platforms” session, Gopuff will share how the company is expanding its capabilities to support its CPG partners in meeting these rapidly evolving consumer expectations. Learn more and register now!
Over the last six months, Gopuff has tested Storefronts with more than 30 brands, including Ben & Jerry’s, Unilever, Mondelez International, Nestle, The J.M. Smucker Co., Haleon and The Ferrara Candy Co.
Both Haleon’s Tums and J.M. Smucker’s Jif leveraged Storefronts to support their Big Game campaigns this year, which Gopuff says both brands sold through allocated inventory in under 60 minutes. Now, Storefronts are available to all brands currently on Gopuff.
“Storefronts Powered by Gopuff transformed our clients’ Big Game campaigns this year, giving us the ability to combine a brand storytelling moment with an immersive shopping experience and show up for our customers like never before,” said Amy Lanzi, CEO of Digitas North America.
More specifically, Storefronts allows brands to:
- Customize the Shopify storefront theme to match their brand image, messaging and color palette (e.g., logo, font and creative assets) using Gopuff’s in-house design resources.
- Power speedy delivery with access to Gopuff’s local teams and existing inventory and operations, which serve customers in more than 1,000 U.S. cities. (Gopuff handles everything from inventory management and replenishment to live customer support.)
- Maintain ownership of customer relationships.
- Access to first-party data.
- Connect their Shopify Storefront to their marketing/social channels within a closed-loop measurement solution.
- Build, manage and grow their own DTC sales channel.
Gopuff will grow the platform’s capabilities with the launch of “Fulfillment Powered by Gopuff” in the second quarter. The solution is a standalone warehousing and logistics service that gives brands the tools to integrate and promote instant delivery on their existing DTC website. At launch, this service will only be available to Shopify merchants whose products are currently available on the Gopuff consumer platform.