Delivery Hero: Going global with Productsup P2C
The hero story
Delivery Hero is the world’s leading local delivery company. Founded in Berlin in 2011, what started as an ambitious idea to offer an amazing food delivery experience for its customers transformed into a multinational local delivery service operating in around 70 countries in Europe, Asia, Latin America, and the Middle East.
The company’s rate of growth has been phenomenal, and it is now the world's leading local delivery platform. Delivery Hero has been listed on the Frankfurt Stock Exchange since 2017 and is now part of the MDAX stock market index.
Growth at pace
Besides delivering restaurant orders, Delivery Hero is also pioneering quick commerce, the next generation of ecommerce, aiming to bring groceries and household goods to customers in under one hour and often in 20 to 30 minutes.
Working with over 1.3 million partners – restaurants and local vendors – Delivery Hero also operates more than 1,100 dark stores – local warehouses or cloud stores – to ensure a broad choice and instant delivery.
The tech company provides global tech and product infrastructure in over 70 countries for several brands and platforms. Its platform operates through well-known brands such as Latin America’s Pedidosya, EU’s Foodora, Asia’s Foodpanda, MENA’s Talabat, and Turkey’s Yemeksepeti.
The global challenge
Growing successfully at speed across the world, while integrating so many newly acquired platforms, comes with its own challenges. These include the constant increase in commerce complexity, volume, and geographical spread. This results in the critical need to source, clean, enhance and manage constantly growing data volumes.
Coupled with this, and directly related to its global build strategy, is the need to integrate differing local infrastructures and tech stacks while rolling out global marketing solutions and adjusting them to suit local consumers. Delivery Hero has to be simultaneously hyper-global and hyper-local.
“Delivery Hero focuses simultaneously on building globally scalable solutions while ensuring that local market requirements are met,” emphasizes David Brand, Head of Performance Marketing Solutions at the company. This means Delivery Hero has to adjust global solutions quickly and efficiently, ensuring the best product-to-consumer (P2C) practices are implemented in all marketing operations across the world.
Quick and agile
Brand focuses on establishing, maintaining, and enhancing a scalable product information value chain (PIVC) solution that supports this approach. Delivery Hero's vertical expansion into quick commerce added complexity and requirements to the PIVC solution, but it also enabled new automated product promotion approaches such as using Google Shopping.
The Productsup P2C platform delivers the capability to display accurate product information and pricing and correct brand and product images. It also ensures that this product data can vary across markets, and be customized or changed quickly as new deals come online.
Automation and scalability
Given the massive challenge of efficiently running advertisements across more than 70 countries while covering different verticals, Delivery Hero has a high level of focus on enhancing existing automation while steadily exploring and testing further areas that can be automated through smart product feed management.
Brand believes that Productsup is the right technology partner to support Delivery Hero on this path. When he conducted in-depth market research on feed management tools, Productsup stood out from the competition.
"The wide range of data sources, the variety of Partner APIs, the ease at which existing solutions can be multiplied and adjusted, and the overall performance of the platform makes Productsup the best fit for Delivery Hero's needs,'' he says.
Efficiency and effectiveness
“Additionally, the exceptional user experience was a key factor for us in choosing Productsup as it allows stakeholders with different levels of technical expertise to gain value from the platform. In this respect, when operating at speed at the cutting edge of commerce, it's vital that we are backed up with Productsup’s comprehensive training environment as we onboard new colleagues and expand our expertise,” adds Brand.
“As we deliver on our ambitious growth plans, our implementation showcases Productsup's ability to scale in the most testing conditions globally,” he says. This experience allows Delivery Hero to feed ideas back to Productsup for further product improvement.
The future with Productsup
But Brand believes Delivery Hero is only beginning to exploit Productup’s capability to enhance its product information value chains (PIVCs) and deliver an industry-leading P2C experience.
As an example, he highlights that: "We are steadily exploring additional use cases for product feed automation such as combining product information with purchase preferences of customers and prospects or enriching the analysis of marketing campaigns."