Taxi service application Gett recently forayed into retail delivery with the launch of the iPhone 6S in Russia, prompting 18 percent of the smartphone’s sales from service provider Beeline to originate from the app.

The transportation app partnered with Russian service provider Beeline for Eastern Europe’s launch of the iPhone 6s, providing a convenient and unique mobile delivery experience for Apple fans. Gett most likely chose the iPhone release date as the chance to jump into retail, as the frenzy surrounding the devices usually incites in-store aggravation and long lines and the convenient delivery tool alleviates these stresses.

“We are thrilled by the success of our first iPhone delivery service and look forward to expanding Gett’s retail platform further with more great brands,” said Shahar Waiser, CEO of Gett.

Retail mobile delivery
Gett is likely attempting to move forward into the product retail space to better capitalize on mobile capability as users become more comfortable with shopping through the untethered platforms. The app lends itself to a transition into this field, as it is equipped with drivers and established users.

Users of the on-demand transportation app were able to immediately purchase an iPhone 6s upon its release from telecom operator Beeline, and have it delivered right to their doors.

Beeline was able to drive sales significantly through the app partnership and saw over 18 percent of the item sold through Gett. The partnership is the beginning of Gett’s future innovations, which will sell products similarly to the iPhone 6s sale.

The product sale is an attempt to get a leg up on popular competition such as Uber and Lyft. Gett strives to attract customers through a non-surge program in contrast to its competitors, whose prices go during peak hours.

Delivering on examples
Mobile delivery is becoming more and more mainstream in retail.

For instance, Kohl’s teamed up with crowdsourced logistics company Deliv to offer shoppers in nine major markets same-day delivery options for purchases made via smartphones, tablets and desktop, showcasing how retailers are gearing up to satisfy consumer demands ahead of the holidays (see more).

Also, Moving application Dolly brought its haul of services to the Seattle metropolitan area following its recent partnership with home furnishings retailer Crate and Barrel, suggesting that peer-to-peer apps can benefit from major brands’ support (see more).

“Thanks to Gett, users can now have goods and services delivered right to their homes in minutes, at the tap of button,” Mr. Waiser said.

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily