THG Ingenuity’s fulfilment and courier management solution has revealed its 1am next-day delivery offering is driving customer acquisition in the wellness & nutrition and beauty sectors.
Analysis of around 40 million THG Fulfil customer orders shows that between 10-11pm, a fifth (20%) of wellness and nutrition NDD orders come from first-time customers, with this rising to nearly a quarter (23%) between 12-1am.
For beauty consumers, where urgency tends to be lower, 8% of post-10pm orders come from new customers.
The data shows the Manchester-based firm’s solution has captured the late-night shopper demand with its market-leading 1am NDD offering.
“The trend is clear. Late-night fulfilment drives commercial success: our customers are receiving new orders while their competitors sleep,” said Tom Killeen, COO, THG Ingenuity.
“We’ve seen first-hand how fulfilment can make or break customer experience and brand reputation in ecommerce – it’s why we became obsessed with attempting to perfect it.
“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.”
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 an impressive 10x return on investment.
The news comes just two weeks after THG Ingenuity announced a strategic three-year partnership with NASDAQ-listed commerce media company Criteo, which currently has a market cap of $1.8bn.
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