Robot deliveries – greetings from the future of online groceries
Client: S Group / S-kaupat, the biggest grocery ecommerce in Finland
My co-innovation journey with S-kaupat team resulted in a viral robot delivery phenomenon in Finland. I brought in my expertise in content design, creative concepting and growth hacking methods, with great results.
In Finland, the service has been rewarded with a Grand One awards and in the Nordics, it has received a price in Accenture’s V360 Awards.
Creating the concept
Since February 2023, I have been working hard to grow a business we haven’t seen before in Finland. I was responsible for creative concepting and content designing the S-kaupat robot delivery service.
I named the service as robokuljetus, defined its value promises, made sure the whole shopping show is effortless to use in the S-kaupat app and wrote all supporting materials for the service from landing pages to flyers.
Applying emotion-driven content design and copywriting principles, I made the robot delivery service feel humane. I took the robots' overall cuteness and AI-aided intelligent movements as a centerpiece of the robot story.
Creating an application-only experience, I ensured a user-friendly written journey for customers to seamlessly select robot delivery, choose a delivery point, browse products, and track their orders in real-time.
Defining signature brand moments
To create a magic moment for the customers, I designed the robots to play music upon each arrival, suiting different festivities or trending themes. The robots delight and deliver new experiences also with their customized theme looks for seasons such as Halloween and Christmas.
The seasonal feel seamlessly extends back to the digital platform where customers are offered curated seasonal treats to purchase.
These signature moments are something the customers have truly loved and shared about them to social media. There has also been a significant interest in the media from Helsingin Sanomat to The Times to report on the curiosities of the service.
“To me, these delivery robots are the best thing in the world. They create hope for the future in a chaotic world.”
An anonymous S-kaupat customer
Expanding the service
The team I’ve worked with has been able to create a phenomenon from a scratch. I feel proud to see the business impact of the work I’ve done with the digital development and business development team.
Now at the end of 2024, the S-kaupat robots are rolling in almost 40 cities, from over 100 different stores across Finland. These deliveries have delighted tens of thousands of households and continue to bring small sparks of joy to customers.