- I am taking ‘Zappfresh’ one of the leading online meat delivery apps for this exercise. The competitors are Licious and Fresh to home.
- Most order happens in the early morning and evening slots.
- Most purchases are of raw meat. Chicken breast pieces are their best-selling product.
Why do people subscribe/ preorder something?
- The first reason is convenience. Imagine I have an early morning to catch. I schedule a cab the night before in case I forget to book on time or to avoid any situation where cabs are not available. I subscribe to milkbusket so that milk, egg, and bread reach my doorstep every morning without fail. A subscription helps to avoid the repetitive task of ordering online or going to market.
- The second reason can be on-time delivery. I don’t want my regular groceries to reach within 15 minutes, but by 7 am (my expected time) daily.
- A competitive price is another major reason.
- An easy refund or cancellation policy. If I am not satisfied with the service, I want a quick resolution.
- The best selling product is raw meat, so the customers live with family.
- Early morning and late evening slots are the busiest. So I assume they are working professionals who don’t have time to go out for meat.
- Most customers use the app and pay beforehand. So they are comfortable with mobile use.
- I’ll consider the customers who purchase at least twice from the app as frequent customers.
Plan (listed as priority)
- Customer convenience should be the top priority. On-time delivery, maintaining quality, and hygiene are some of the primary requirements.
- Competitive Price
- Initially, if the customer is opting for a subscription, there should be a monetary benefit. Convenience and a discounted price should encourage the customer to subscribe.
- The user experience should guide the customers through those offers. The customers should not miss the offers.
- Track the most used payment methods and cards, like UPI or HDFC Credit cards, and try to provide offers accordingly.
- The discounted price and the amount should be highlighted on the checkout page. This might give customers a sense of satisfaction.
- If the product or the service is not up to the mark, the refund policy should be very simple and straightforward. It creates a bond between the app and the users. A satisfied customer is bound to come back and make a purchase and even recommend it to friends and families.
- Follow up through SMS, email, or push notifications about their experience after the completion of each purchase.
- Last but not least, try to convert not-so-frequent customers to frequent customers.
- Show the best-selling products at the top of the item list.
- Encourage customers to reorder.
- Encourage customers to share their feedback/ experience.
- Reorder section
- How many customers reorder from the section?
- How many customers did not reorder and end up purchasing almost similar items (quantity and products)?
- Is there any leakage from reorder to checkout?
- How many people have shared feedback?
- What are the avg feedbacks?
- How many times did people look for the help page?
- How many times did people look for refund/ cancellation?
- Product page
- How many times has a customer visited the product information page before adding it to the cart?
- How many customers read about the quality and the process the meat goes through before packaging?
- Coupons/ offers
- How easy it was for customers to find and apply the coupons and discounts?
- A lot of data can be gathered from the follow-ups.
- Do the people compare price between regular delivery and subscriptions
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