Case study

Redefining on-demand home delivery

By amplifying the power of a decades-old delivery service, we are bringing everyday quality products to the consumer's doorstep overnight.

The Case

We created a website that offers high quality consumer products such as fresh gourmet breakfast, quality coffee beans and tea, newspapers, magazines and books. The consumer orders before 9 pm and will get the products, freshly delivered to the front door by 6 am the next day. The solution utilizes the existing infrastructure and logistics within newspaper distribution.

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The existing infrastructure distributes freshly printed newspapers to the customers front door by 6am.

The Opportunity

Through our network, Distribution Innovation reaches the front door of 89% of Norwegian households, but so far the products delivered have mainly been subscription products such as newspapers. These are products that are in a steep downward spiral circulation-wise. To compensate for this decline, the distribution companies need to add more products and packages to their portfolio besides newspapers.

At the same time there is a clear global trend where consumers are expecting faster and better home delivery of products, and the market is seeing a lot of new startups. Norway is different though, due to one of the most difficult geographies in the world to operate in within distribution and logistics. The alternatives when it comes to home delivery services are often slow and expensive, and it’s considered “home delivery” when you have to pick up your order at the local post office or at the grocery store.

"The alternatives when it comes to home delivery services are often slow and expensive, and it’s considered "home delivery" when you have to pick up your order at the local post office or at the grocery store."

This situation makes the technological and logistical stack of Distribution Innovation the most cost-effective and quick delivery method in Norway.

So the question at hand became: “How could we create a concept that utilizes and expands the existing delivery infrastructure and adds significant value to consumers?” Or in layman’s terms: “What if the guy bringing you the newspaper also could bring you breakfast, magazines and coffee?”

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The Solution

After extensive user research and several workshops, the concept of Morgenlevering (literally meaning Morning Delivery) was established. The intention of the service is to give consumers the experience of instant convenient luxury and a way of treating themselves to something extra. The website and identity had to reflect that level of quality, and the integration with the rest of our technical stack had to be seamless.

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The pilot started out with a small test area of 6 000 households. Due to a high level of demand, the distribution was first expanded to 25 000, then 600 000 households during the period.

The concept hit a sweet spot with consumers, which was a great achievement due to the uncharted waters which is on-demand breakfast delivery in Norway.

Morgenlevering was awarded Innovation of the Year at the Schibsted Consumer Sales Awards 2015.

"Morgenlevering takes advantage of a unique distribution network and shows that it’s possible to find new and untraditional revenue streams. A shining example of an innovation process by the book, and courageous thinking outside the box with great potential and opportunity for local adaptation.”

— The jury of Schibsted Consumer Sales Awards 2015

Now we are working to further develop the current prototype and service into a standalone product. The goal is to establish it as a platform which online retailers can connect to, so they can utilize the same distribution network to deliver products faster and in a better way.

Technology

  • DI Delivery

    Our electronic delivery guide is used by over 10,000 couriers each night and is their most important tool to ensure delivery of great quality.

  • DI Address Helper

    Address Helper ensures that your solution is optimized for the fastest possible acquisition of high quality user information.

  • Morgenlevering.no

    Morgenlevering.no is a website that offers high quality consumer products such as fresh local and ecological breakfast delivered to your front door the next morning.

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