Alcohol ecommerce platform Drizly is evolving from its quick-delivery service roots to more of a personalized shopping experience.
In addition to expanding delivery by 11 states this year to 27, Drizly has added what it calls a “guided shopping experience” along with customized "e-cards" accompanying gift orders.
Drizly wants to be top of mind for all types of occasions—as seen in this new campaign spot from the Party Land agency.
It’s inspired by consumer research and the company’s usage during the pandemic, when more people discovered Drizly for various occasions, according to senior brand director Liz Paquette.
“We started Drizly to fulfill this one need of on-demand delivery—of getting something delivered quickly to your door. Our consumers have started to show us that they’re already using us for so much more than that,” Paquette tells Marketing Daily.
Gifting has risen in importance—with the share of gift orders increasing more than 100% from 2019 to date.
“It really started to take off in the early days in the pandemic,” says Paquette.
The guided shopping experience begins with customers selecting such inputs as where the order is being delivered, who it’s for, and what they typically drink, specific occasions and budgetary limits.
“We’ll provide you with some curated recommendations based on those inputs,” says Paquette.
The digital e-cards can’t be used to purchase products.
“At the end of your shopping experience, you can select a card that says ‘thinking of you’ or ‘happy birthday’ and you can write a custom note to whoever the gift is being sent to.
Celebrating its 10th anniversary this year, Drizly was acquired by Uber Technologies a year ago last month.
Campaign commercials will run on cable television and streaming video platforms.