THG Fulfil bags first time shoppers and captures late night shopper demand with next day delivery offering

THG Fulfill, THG Ingenuity’s fulfilment and courier management solution, reports that its 1am next-day delivery offering is driving customer acquisition in the wellness and nutrition and beauty sectors. 

Analysis of c.40 million THG Fulfil customer orders shows that between 10pm-11pm, a fifth of wellness and nutrition NDD orders come from first time customers, with this rising to 23% between 12am-1am. For beauty consumers, where urgency tends to be lower, 8% of post-10pm orders come from new customers. 

“The trend is clear. Late night fulfilment drives commercial success: our customers are receiving new orders while their competitors sleep,” says Tom Killeen, COO at THG Ingenuity. 

THG Fulfil's data analysis shows that 82% of all next day delivery orders are placed after 2pm, and 27% are placed after 10pm (up 7% versus 2024). It also reveals that free delivery has generated an 11% uplift in subsequent order value, delivering a 10x return on investment. 

“We’ve seen first-hand how fulfilment can make or break customer experience and brand reputation in e-commerce - it's why we became obsessed with attempting to perfect it," says Killeen.

"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."

2025 RTIH INNOVATION AWARDS

Online delivery will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.