Ten Minute Delivery? The Iconic Now Delivers by Drone

Ally Feiam By Ally Feiam | 29 Aug 2019

As one of Australia’s most innovative online retailers, The Iconic has announced its first venture into drone delivery.

In a partnership with Alphabet’s drone delivery service, Wing, customers in Canberra will have the option to receive orders of select apparel and accessories via drone.

How Long Does a Drone Delivery Take?

With this new initiative, deliveries can arrive at the customer’s doorstep in as little as ten minutes. “We are excited to be able to offer Canberra-based Wing customers the ability to shop The Iconic, with a curated edit fro Atmos&Here and Staple Superior available at launch. This opportunity is an incredible milestone in The Iconic’s ongoing journey to define the future of retail in Australia and New Zealand. As the first major Australian retailer to pioneer three-hour delivery and trialling one-hour delivery at Fashion Week in 2018, we’ll now be the first to deliver Aussies their favourite fashion and sports brands via Wing’s drones – in as fast as ten minutes. The Iconic is focused on constantly innovating to create seamless and inspiring experiences for our customers, so to be part of an initiative that is potentially game-changing for delivery and logistics in Australia is incredible. We look forward to offering Wing’s customers products from The Iconic, we know they’ll love,” explained Anna Lee, Chief Operating Officer at The Iconic.

“The need for urgent delivery is something most people can relate to – whether it be a last-minute gift for your partner on your anniversary, a fresh shirt or tie to replace coffee-stained clothing before a job interview, or you simply forgot to pick up a gift for Father’s Day this weekend, drone delivery will be an incredible solution for life’s tricky situations. At The Iconic, we learn, build and test features based on what our customers tell us. For us, it’s incredibly exciting that, through our partnership with Wing, we will begin to understand exactly why and for what reasons our customers will use the drone delivery service, which will enable us to evolve what drone delivery will look like for fashion and retail in the future,” she said.

Which Brands are Participating?

This partnership is initially launching with products from Atmos&Here and Staple Superior. Following will include brands such as Calvin Klein, C&M (Camilla & Marc), Bonds, Daniel Wellington, G-Shock, Le Specs, Happy Socks, Local Supply, Quay, Ray-Ban and Timex.

“The Iconic is the first fashion retailer to join Wing’s drone delivery service, alongside more than a dozen other local and national businesses delivering items such as fresh bread, hot coffee and supermarket goods. We’re pleased to be working with The Iconic to provide Wing customers in Canberra with the ability to order a range of apparel and accessories to their home within minutes through our air delivery service,” said Terrance Bouldin-Johnson, Head of Australia Operations at Wing.

How Can You Order via Drone?

For those who live in Canberra and wish to order an item via drone, you must be signed up to WIng’s drone delivery service. The service is currently available to a small area of North Canberra, including Crace, Palmerston, Franklin – Harrison is a suburb that will be added soon.

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