Deliveroo is boosting its digital marketing strategy on the back of a huge growth spurt triggered by the coronavirus lockdown by appointing Syzygy London as its retained organic performance and global SEO partner following a competitive pitch.
The delivery giant, which is now part-owned by Amazon, has been one of the few businesses to thrive during the pandemic, and now delivers for 16 convenience and grocery chains in the UK, including Waitrose, Morrisons, Aldi, and Co-op, covering over 1,000 stores.
It also delivers from more than 44,000 restaurants across the country, which have strived to keep going during the current crisis.
Syzygy will provide Deliveroo with a core team of SEO and ASO (app store optimisation) specialists to optimise its digital platforms, as well as access to a flexible team of content, creative, customer experience, data and localisation digital specialists.
The partnership is designed to create a flexible working relationship, allowing Deliveroo to tap into different Syzygy specialisms as needed, as the brand continues to evolve its digital strategy and presence and meet demands of consumers.
The brief spans optimisation of Deliveroo’s digital content hub Foodscene, with targeted blog posts as well as content and marketing strategy. It also covers Deliveroo Google analytics, with data audits, data management and a new content management system.
Deliveroo head of organic performance George Holroyd said: “Being able to bring on board such a multiskilled agency as SYZYGY means we can look forward to expanding our online reach even further. The agency team is exceptionally knowledgeable and quick to make an impact, so we know we will see great results from our new partners.”
Syzygy director of media Matt Brown added: “It’s a privilege to be brought on board as a digital partner by one of the biggest global brands in the food delivery sector, which in itself has seen a boom following the pandemic and high demand for at-home dining. The team can’t wait to get stuck in and the flexible partnership allows us to do that in a uniquely agile way.”
Deliveroo is also introducing a range of new features to its app, including a group ordering system, a post order tipping feature, and a “Brought to you by Deliveroo” service. This will allow customers to order food on a third-party company’s website and have it delivered by Deliveroo.
It is also planning to hire 15,000 new riders over the next three months, while earlier this month it was reported that the firm has appointed Goldman Sachs to start working on plans for an initial public offering (IPO), which is expected be completed in London next year with a valuation of more than £2bn.
The company also won plaudits for giving the restaurant and take-away sector a much-needed shot in the arm in lockdown by implementing a new swifter payment service to help their cashflow.
Deliveroo’s global creative account is currently up for review with Lucky Generals, Pablo and Wonderhood Studios due to pitch in the middle of November. The review was sparked by the appointment of new chief customer officer Thea Rogers.
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