How would you go about launching a 'no rush' delivery for Instamart at Swiggy?

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How would you go about launching a 'no rush' delivery for Instamart at Swiggy?

Asked at Swiggy over a year ago

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Sathiya Prakash · Answer 1 · 2022-05-14T06:27:30+0000

Clarifying Questions:
You had already mentioned that we are designing this for Swiggy. Swiggy is a food delivery company and instamart is their grocery delivery service.

Do we have any type of constraints like are we targeting a certain geographical scope / certain supplies?
What is the business goal of launching this? What are we trying to achieve? -
- Is it a new experiment we are carrying out? [New product entry]
- Are we doing it from a market/competition landscape to not lose our customers? [Retention]
- Are we seeing a shift in customer behavior?

Competitors:

Have come across some competitor products in same space like Blinkit, Zepto, Dunzo etc. (same space)

Each of the competitors embrace a similar model where they connect customers to supply (preferably in the similar locality) with Dunzo offering package delivery service too as a diversification. Considering the market and users Instamart is trageting, we'd also be competing against these companies.

Amazon embraces and pioneered no-rush delivery in eCommerce to reduce the delivery time and have an optimized supply-chain in the process.

User Persona:

User needs: Interest in this service could be from mostly people who are vying for time, are ready to pay a premium for saving time, well immersed in tech & products.

TG: This boils down to Tier-1 (TAM), Tier-2 (can be extended to - SAM) city users who tick all the boxes. Also a significant portion of this user base could also be using Swiggy for food delivery, there could be an overlap of users who would want both service in same app.

User Journey: Users would download the app/open existing swiggy app & land in a space for Instamart >

Instamart shows the available items (sorted by supply - distance and quick service offerability) >
Search for the item they want to purchase >

Checks-out & places order with/without surge fee (based on demand & rider avl.) >

User views an ETA calculated by Swiggy based on supplier, user & rider proximity, availability >

Order gets delivered to them within/over the ETA range >

User leaves a review/doesn't

Problems to solve for:

In order to implement no-rush delivery, feel these are the core problems that needs to be addressed.

P1 - How to balance supply availability range & speed of delivery?

P2 - The proportion of items/supply that would require no-rush delivery than others? (Eg: Anything hot, crucial - like milk, eggs etc.)

P3 - The consistent rider availability to fulfill the order.

All of these are prioritized in order. P1, P2 are the problems that I feel would be new set of problems for swiggy to solve. P3 is something that they'd be used to solving/are solving for their food delivery offering. So I'd prioritize P1, P2.

Solutions:

S1 for P1 - Onboarding supply providers that offer a variety of inventory for a specific geo location

(to enhance availability of stuff to choose for user)

Metrics:

# of new supplier type onboarded / time - Supplier end

# of first orders the new suppliers receive - Customer end

S2 for P1 - Suggesting accurate&close alternatives for users if in-case the users choice isn't available in the nearest proximity store.

(Hey, you ordered Milk which would take t+10 mins to reach you, why don't you try Milk which which would reach you in t mins)

Metrics:

Improvement in ordering funnel for users who churned after the increased ETA.

# of users selecting the recommended offering

# of users ordering from the recommended offering

S3 for P2 - Make available & list only the most crucial items which would be required/desired by users. We can also promote/induce urgency only for these items through our PR, Ads etc.

We would require to strengthen the inventory availability, rider availability (incase of lesser inv. avl in a specific geo loc) for these items on the supplier end.

(Items like dairy, fruits, daily use veggies, cereals etc. would fall under this bracket. (no-rush delivery)
Planned shopping like Rice, Wheat, Cereals etc. would not be covered under this delivery type as the user behavior around these items has traditionally been more measured and thought through.

Metrics:

# searches of crucial item searches.

# searches of other items. (would help to know if users are not interested in curcial items listed/promoted to them, Low searches here would be favorable)

# of crucial inventory onboarded for specific geo-location

S4 for P1 - Should provide supplier recommendations for having new items, inc. their current inv. of specific items based on user ordering data in their location proximity

(Increases supplier inventory, their GMV on the platform;

Increases user satisfaction (Hey, the milk you wanted is now avl. here too))

Metrics:

# of suppliers viewing & acknowledging the recommendation.

# of new inventory made available by the supplier.

# of non-repeat (new) items ordered by customer - higher number here would mean users are finding and ordering new items.

S4 - Cloud supply unit - based on the user buying, supply moving patterns Swiggy could start their own cloud supply unit which would help in cross-selling, better inventory availability, better supplier bargaining power etc. [Moonshot idea]

Would prioritize S1, S2, S3, and S4 in order for the impact they can bring for the proportional effort put in.