Kith Treats Teams Up With Postmates For National Cereal Day Promo
The brand will offer both sweets and custom apparel for delivery — hinting that the future of on-demand is as much about retail as it is food.
Cereal bar and sweets parlor Kith Treats has partnered with Postmates to deliver both its treats and custom KITH apparel as part of a national cereal day promotion, a move that marks the latest in a long line of partnerships between physical businesses and on-demand providers — as well as sees Postmates furthering its retail delivery ambitions.
As we’ve written previously, in the age of Amazon, brick-and-mortars have often turned to the likes of Postmates and Uber Eats to provide the near-instant delivery options that customers have come to expect. That’s the route that Kith appears to be exploring with this promotion: Not only will it likely see an increase in food orders, but the brand is offering apparel (custom t-shirts and hoodies) for on-demand delivery for the first time.
“For the first time in Kith’s history, you’ll not only be able to order specials created by friends and family of the brand including Action Bronson, Victor Cruz and LeBron James, but also tees and hoodies from the Kith Treats Delivery capsule dropping today at 10:00AM, with no delivery fees all day,” Postmates said in a promotional release statement.
Why is this move potentially significant for the continued evolution of retail?
Well, as Holger Luedorf, former SVP business for Postmates, told GeoMarketing last year, “for us, brick and mortar retailers are [absolutely] critical. We are starting to see that what has happened with prepared food [delivery] is ultimately changing how brick-and-mortar businesses are thinking about their business overall. They are still attracting foot traffic into those stores; people are actually making purchases there. But, on-demand delivery, both for retail and for food, is growing. We are going to see this shift on the retail side.”
Brick-and-mortar businesses are actually the backbone of delivery enterprises like Postmates, which uses the city and the city’s retailers essentially as its warehouses. And these types of partnerships, Luedorf explained, could be the key to competing with the likes of Amazon. The physical store locations act as stockrooms, and companies like Postmates provide the immediate or near-immediate local delivery — acting as a competitor to Amazon Prime.
Of course, an indie brand like Kith isn’t going to “steal” business away from Amazon — nor is Postmates (yet) equipped to deliver products on a scale larger than city-wide. But as the on-demand entity furthers its ambitions to deliver far more than just food, promotions of this type are a step in the right direction.
An added bonus for both brands in the meantime? Not only does it bring awareness to both Postmames and Kith, but the mobile promotion actually has the potential to drive foot traffic, too: Due to increased demand, there’s a chance that customers of the cult-favorite label might go to a physical location themselves to try to beat the Postmates rush — just like what happened during the Postmates/Starbucks Unicorn Frappucino promo last year.