Extended cut off times driving business for THG
THG Fulfil says its 1am next-day delivery (NDD) offering is driving customer acquisition in the wellness & nutrition and beauty sectors.
ANALYSIS OF c.40 million THG Fulfil customer orders shows that between 10pm-11pm, a fifth (20%) of wellness and nutrition NDD orders come from first-time customers, with this rising to nearly a quarter (23%) between 12am-1am. For beauty consumers, where urgency tends to be lower, 8% of post-10pm orders come from new customers.
The data shows THG Fulfil has captured the late-night shopper demand with its 1am NDD offering.
THG Ingenuity COO Tom Killeen, says: “The trend is clear. Late-night fulfilment drives commercial success: our customers are receiving new orders while their competitors sleep.”
THG Fulfil‘s data analysis shows that 82% of all NDD orders are placed after 2pm, and more than a quarter (27%) are placed after 10pm (up 7% versus 2024), offering a clear incentive for both customers and retailers to extend NDD order periods as late as possible. The analysis also reveals that free delivery has generated an 11% uplift in subsequent order value, delivering 10x return on investment.
“We’ve always believed fulfilment is a growth driver, impacting customer retention and acquisition – our data now confirms that delivering on the demand for immediacy has a direct impact on new customer acquisition and attracting high-value shoppers willing to pay for premium, rapid delivery via multiple options,” adds Tom.
