Postmates delivers anything, but since its inception, the buying experience within the app has been optimized for food delivery. We wanted to improve its shopping experience, so we built a new feature and took advantage of the shopping tab bar.
For a holiday promotion, we created a dedicated place on the app's tab bar for retail. Postmates partnered with a series of lifestyle and fashion brands to deliver last minute holiday gifts on-demand.
We launched a series of partner marketing initiatives announcing the partnership. Each day before Christmas, Postmates showcased a dedicated tab in the app and users can order last minute gifts without a delivery fee.