Johnson & Johnson agreed a supply deal with rapid delivery company Zapp to offer people in central London a range of over-the-counter and baby essentials. The brands now on the app include Benadryl, Benylin, Calpol, Imodium, Nicorette, Aveeno Baby, Johnson’s Baby, Sudafed, OGX, Listerine and Neutrogena.
According to Zapp and research from Kantar, speed of delivery is the main reason customers do not shop for online products in the coughs and colds category. J&J announced this collaboration will provide customers with “a highly personalised experience, tailored to their specific needs, at critical points in time.”
Approaching this as new route to consumer as as test, J&J said this is one of several ways the company is broadening its omnichannel approach. The partnership also builds on Zapp’s work in the health category – the service was the first to stock STI and UTI testing kits, in addition to launching a dedicated ultra-fast delivery Period Store earlier this year.
The digital world works in real time, at speed. The traditional route to market models of brand owners are being disrupted by e-commerce and changing shopper behaviour. One size never fits all. New models and ideas come and go. No-one can predict the future. Agility is the key – the only – response. This is a great example of how brand businesses need to adopt a constant ‘TEST LEARN DO’ mindset. Who knows if this will work? The insight around the category and the consumer purchase barriers makes it logical and JnJ will get early learning and insight. If the rapid delivery category takes off – which is easy to see in urban areas – they will be in position to get more than their fair share of the opportunity.
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