The Role of Direct Marketing Strategies in Shaping Consumer Behavior in the Food and Household Delivery Market

Abstract

The article reveals the strategic aspects of applying direct marketing as a key tool for shaping digital consumer culture in the evolving market of food and household goods delivery. A detailed case study of Zakaz.ua’s communication strategy is presented. The relevance of the research stems from shifting consumer behavior patterns, growing competition in the delivery segment, declining customer loyalty, and the increasing need for companies to build long-term, personalized relationships with their clients. The research methodology was based on general scientific and specific methods, including analysis and synthesis, systematic review of modern academic sources, content analysis of email communications over the past two months, comparative analysis with leading global direct marketing practices, and expert observation. A number of critical weaknesses in Zakaz.ua’s current strategy were identified, including a disproportionate dominance of transactional messages (in a 15:2 ratio), the absence of structured trigger campaigns, welcome email sequences, and personalized product recommendations. These findings indicate a reactive rather than strategic approach to direct marketing. The study also analyzes the growth of the customer churn rate between 2020 and 2024, highlighting the loss of meaningful customer engagement and the ineffectiveness of the current communication model. It is argued that direct marketing in the delivery sector must serve not only as a tool for operational information transfer but also as a mechanism for establishing stable consumer habits through systematic, behaviorally driven interactions. A structural model of direct communication is proposed, one that covers all stages of the consumer journey - from first contact to repeat purchases. The importance of tools such as trigger-based segmentation, personalization, emotional content, reminder sequences, reactivation efforts, and motivational messages is emphasized. The practical value of the study lies in its applicability for improving communication systems within domestic delivery companies. The theoretical approaches presented may also serve as a foundation for future research in digital marketing, customer experience management, and service-oriented business model transformation.