Amidst a challenging period for on-demand food delivery services in Europe, Glovo, established in 2015, has launched a revamped app focusing on social interaction. This update represents Glovo’s most prominent product advancement since 2016, aiming to boost profitability by the end of 2024. The app’s new features aim to foster user engagement through a social approach, allowing users to connect and share dining experiences. This strategy reflects a broader trend in the tech industry where companies are integrating social functionalities into their platforms to enhance user interaction.
In recent years, Glovo has been at the forefront of innovation within the delivery sector, consistently introducing features that set it apart from competitors. Previously, the company focused on expanding its delivery categories and geographical reach. However, the integration of social elements marks a shift towards enhancing user engagement and retention. Other companies in similar industries have also adopted this trend, underscoring a growing emphasis on community-driven experiences in digital platforms.
What’s New with Glovo’s App?
The new app, introduced in Barcelona and Madrid, incorporates social media features designed to make food discovery more interactive. Users can now share their favorite restaurants and dishes with friends, creating a community within the app. These features encourage users to explore dining options influenced by social interactions, thereby enhancing the overall experience on the platform.
How Do Users Benefit from ‘Picks’?
‘Picks’ is another feature introduced in the app, allowing users to save and organize their preferred eateries and meals for quick access. This addition aims to streamline the user experience by offering a personalized dining guide based on previous preferences. It reflects Glovo’s understanding of user behavior and their need for efficient and tailored solutions.
Additionally, the app showcases a ‘video discovery wall’ that presents vertical videos of available food products. This feature allows users to make more informed choices by watching videos created by local restaurants, providing a dynamic way to explore new dining options. This visual approach caters particularly to younger demographics who engage more with video content.
The introduction of these features was highlighted at “Glovo Next,” the company’s inaugural product event. Glovo’s CTO, Shiro Theuri, clarified that while these social features enhance the app, they do not redefine Glovo as a social media company.
“We’re not a social media company. That should be clear,”
Theuri emphasized, underscoring the company’s focus on maintaining its core identity as a delivery service provider.
The success of these features will be crucial for Glovo’s target of achieving profitability by 2025. Owned by Berlin’s Delivery Hero, Glovo is keen on leveraging these innovations to maintain competitiveness and appeal to a broader audience. The app’s social aspects are designed to enhance user experience without overshadowing its primary function as an on-demand service.
Glovo’s new app represents a strategic move to enrich user interaction and establish a community-driven platform. By introducing social networking features and focusing on video content, Glovo aims to differentiate itself in the crowded delivery market. This approach aligns with industry trends where companies are increasingly adopting social features to deepen user engagement. The emphasis on community and personalization could prove beneficial as Glovo seeks to expand its market share and achieve financial sustainability.
