Control, on-demand
The shift to rapid retail delivery
In a world of rising complexity and constant demands, consumers are seeking more control over their time, choices, and wellbeing. Our latest research with Just Eat Takeaway.com explores how rapid retail delivery is evolving to meet these emotional needs.
On-demand services – the delivery of items within an hour of order – are about more than just speed. They’re about empowerment, spontaneity, and connection. Drawing on our research with 3,000 consumers and insights from cultural experts, we uncover five key drivers shaping the future of retail and offer tangible actions for brands looking to stay relevant in a fast-moving world.
Five emotional drivers shaping the future of retail
Consumers’ needs shift in response to changing life stages, but also emotional, in-the-moment demands. Understanding these nuances means moving beyond static personas or demographics. By modelling 25 consumer priorities, our research identifies five spaces that retailers can focus on to help consumers take back control – and build deeper connections as a result.
1. The new fundamentals
Consumers want privacy, comfort, and a sense of control within their homes. On-demand delivery provides discreet access to everyday essentials, maintaining wellbeing and personal dignity.
2. Unplugged connection
In a world saturated with screens and digital interactions, people long for genuine, real-life experiences. Fast delivery services enable spontaneous gestures that foster deeper emotional connections and shared moments.
3. Reclaiming balance
Overwhelm and burnout are becoming universal. On-demand services offer practical support during stressful times, helping individuals to ease the mental load and regain a sense of balance.
4. Raising the bar
Personal development is a growing priority, but time is often limited. By saving time on routine tasks, on-demand delivery allows consumers to dedicate more energy to hobbies, learning, and self-improvement.
5. Unleashing the true you
On-demand services empower spontaneity, enabling people to express themselves freely and embrace their individuality in the moment.
Consumers won’t tolerate feeling saturated and over-exposed with the pressures of social media, friends, and work. They’re pushing back against the constant expectation to thrive, to compare, to exceed.”
How we can help
To keep up with shifting trends and show up in the right moments, retailers need to understand what really drives decisions, and how to serve those needs in more responsive, human ways.
That’s where we help. We combine strategy, insight, and innovation to turn complexity into opportunity, bridging emotional need with commercial growth:
1. Get closer to customers’ emotional drivers
We’ll partner with you to uncover the emotional context behind real-world behaviours, building customer-centric solutions that drive closeness, comfort, and connection.
2. Build for what’s next
From fulfilment to future formats, we’ll help you create responsive operating models that flex with shifting expectations – whether that’s embracing on-demand, optimising supply chains, or adapting to fluid purchase journeys.
3. Innovate with purpose
Innovation is about more than launch. We’ll work with you to design systems and propositions that align with evolving values, from sustainability and inclusivity to speed and convenience.
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