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Deliveroo bets on exclusivity with Plus Diamond subscription

Deliveroo bets on exclusivity with Plus Diamond subscription
Deliveroo bets on exclusivity with Plus Diamond subscription

Creating an exclusive group is one of the best marketing tools. Deliveroo is experimenting with it in its latest “invitation-only subscription service.” 

Its Plus Diamond subscription is $25 per month and gives customers access to exclusive treatment and service. 

It creates an exclusivity around a group of people who have access to top services and events. 

This includes:

  • Priority delivery.
  • Dedicated customer care teams.
  • Exclusive access to restaurants. 
  • 10% credit back on orders more than about $40. 
  • If an order arrives 15 minutes late, a customer is reimbursed.
  • Invitation to exclusive food events.

Deliveroo CEO Will Shu shared a video on LinkedIn, marking it one of the biggest innovations in its Plus program since its launch. 

Exclusivity creates a ‘wow’ factor

Shu says there is an “emotional feeling” that grabs customers’ or Plus Diamond subscribers’ attention. There is the ‘wow’ feeling that makes customers feel special. They feel they get an “amazing place in the room.” Shu says as Plus Diamond user feel there is a bonus value added. ‘I’m going to get something on top of that.’

Speaking to his friends and community of food fanatics, Shu believes there is a significant appetite for events where food and drinks are taking center stage. 

Making Plus Diamon users get “priority delivery” is an exclusivity that will attract more subscribers. 

Why is it allowing reimbursements on 15-minute late orders? “We know this almost never happens, which is why we’re able to offer it,” vows Shu. 

“I love the food community. I get annoyed when things don’t go well on the operation sid. This is meant to address all of these things.”

Marketers using FOMO to attract customers

Nobody wants to miss out or feel left out, which drives exclusive subscription numbers like Plus Diamond. 

A study by Riphah International University explored the relationship between FOMO (Fear Of Missing Out) and anxiety and materialism, and compulsive buying behavior.

It’s found that “compulsive buying arises when netizens make impulsive purchases to keep up with their peers or avoid the FOMO on perceived opportunities.”

A report by Eventbrite further found that nearly 70% of millennials experience FOMO, which drives approximately 60% of them to make impulsive purchases

About the author

Mia is a multi-award-winning journalist. She has more than 14 years of experience in mainstream media. She's covered many historic moments that happened in Africa and internationally. She has a strong focus on human interest stories, to bring her readers and viewers closer to the topics at hand.

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