Ever since Amazon introduced its Prime service a decade ago, consumers have increasingly gotten used to — and come to expect — getting items on demand.
“Consumers’ expectation that they can get what they want with ease and speed will continue to rise,” former Wall Street analyst turned VC Mary Meeker recently wrote in her 2015 state of the Internet report.
Innovation in the on-demand economy is mostly in housing, transportation and food, areas where Americans already spend the most money.
It also seems to be where brands are forging corporate partnerships to make consumers’ lives easier and to reach them in new ways.
On-demand delivery service Postmates has a slew of corporate partners, including Starbucks and McDonalds. The Starbucks partnership with Postmates enables customers to order food and drinks through the Starbucks mobile app and get it delivered via Postmates. Meanwhile, the McDonald’s partnership with Postmates enables customers to order food from the fast food giant’s full menu.
Meanwhile, household-help service TaskRabbit recently locked in ecommerce giant Amazon and is now offering Amazon Home Services shoppers fully vetted contractors for hire. These TaskRabbits will install TVs, assemble furniture and complete other home-related tasks. Bonus points: we know from experience that it’s affordable, too.
In the food space, grocery delivery startup Instacart has partnered with retailers like Whole Foods and Petco. Last September, Whole Foods and Instacart began offering one-hour delivery across 15 major U.S. cities. The five-month pilot program proved to be successful, with Whole Foods’ average weekly online delivery sales surpassing $1 million. Even more, the basket sizes online were 2.5 times higher than the ones those use in store.
The on-demand transportation industry is hot, too. Lyft has formed partnerships with Internet giant Google and beer brand Budweiser. Uber, on the other hand, touts corporate partners like American Express, H&R Block and Intuit.
During the holidays, Budweiser teamed up Lyft to offer first-time passengers free rides to ensure they get home safely from parties where drinking may be involved. Meanwhile, American Express enables its cardholders to redeem their reward points through Uber.