Customer Analytics at Bigbasket

CUSTOMER ANALYTICS
AT BIGBASKET –
PRODUCT
RECOMMENDATIONS
Group 4
22P139 Chetna Bhakhari
22P140 Deependra Arora
22P141 Devika Sood
22P163 Sara Palnitkar
22P207 Divya Gautam
22P216 Kunal Singhal

Agenda
1 2 3 4
Introduction About Big Customer Decision making and
Basket.com Analytics at BB analytical solution
2 CRM 2023
3
Primar
y
goals
Annual Revenue
Growth
About
BigBasket
• Bigbasket.com was India’s largest online grocery and
food store established in 2011 by a group of
entrepreneurs Hari Menon, Vipul Parekh, V S Ramesh, V S
Sudhakar, and Abhinay Choudhari.
• In 2016, Bigbasket sold more than 18,000 products

and 1,000 brands operating across 12 Indian cities.
• Bigbasket.com had a customer base of greater than

3,50,000 with an order growth rate of 30% every
month.
• In 2015, Bigbasket.com hired the Bollywood star Shah

Rukh Khan as their brand ambassador.
5 BigBasket.com 2023
Competitive Landscape
of BigBasket in 2015
Temporality ceased Shut down its grocery Acquired by Zomato in Shut down its grocery
operation in October, business in April, 2016 August, 2022 business in March,
2015 2019
6 Presentation title 20XX

Areas of growth
B2B Supply chain ROI E-commerce
Q1 4.5 2.3 1.7 5.0
Q2 3.2 5.1 4.4 3.0
Q3 2.1 1.7 2.5 2.8
Q4 4.5 2.2 1.7 70

Customer Pain Points Difficulty Browsing through
mobile handsets
• Users have to browse through a sea of
products even for purchasing items they
buy regularly
• Takes 20-30 minutes to place orders
• Difficult to explore the whole merchandise
using a mobile
• Internet penetration in Tier 2 cities was low
and many could access the app only
through mobiles
Forgetting to purchase items

• Customers usually forget to order some or
the other grocery items
• Hence, they either have to order again
(which is logistically costlier to the
company) or buy from a nearby grocery
store (which leads to lesser revenue and a
smaller basket size for the company)

CUSTOMER ANALYTICS AT
BIGBASKET
Bigbasket.com was the first online store in India. The unique selling proportion (USP) of
Bigbasket.com was customer convenience, especially in cities such as Bangalore, where
travel time could be high even for short trips owing to traffic congestions. Adding to this,
the internet penetration in Tier 2 cities was low and many could access internet only
through smart phones. Pramod said:
We estimated that about 30% of our customers place orders through smart phones.
Unlike other e-commerce companies such as Amazon, Bigbasket customers place order
for several products, sometimes as high as 80 in one order depending on their purchase
frequency. A few customers buy all their groceries once a week and there are customers
who would place order once a month. When the basket size is high, using smart phones to
place order is challenging.

Areas of focus
•However, compared to e-commerce companies such as Amazon, customers at
Bigbasket.com bought the
•same product repeatedly since these were daily use items such as vegetables, bakery and
dairy products
•and branded foods. Pramod and his team thought that using the purchase behavior of a
Smart Basket customer, they

•could predict the products a customer was likely to purchase in the future. Thus, the idea for
“Smart
•Basket” emerged, which was created for each individual customer on basis of what he/she
was likely to
•purchase when logged into the Bigbasket.com system.
•It was possible that customers could forget to buy items, especially when they did not use the
“Smart
•Basket” option. Thus, the idea for the ‘‘Did you forget?” feature was conceived, providing
product
•recommendation to the customer while checking-out, based on the purchase history of a
particular
•customer.
Did you forget? •The “Did you forget?” use case is a unique problem to solve; the input to derive the
recommendation
•looks primarily at the items in the basket and the customer’s purchase history. It does not look at
buying
•history or patterns for other similar customer profiles. The problem statement is specific to the
situation
•where the customer has already filled the basket and is ready to check-out.

Meet our extended team
Takuma Hayashi Mirjam Nilsson Flora Berggren Rajesh Santoshi

President Chief Executive Officer Chief Operations Officer VP Marketing
Graham Barnes Rowan Murphy Elizabeth Moore Robin Kline

VP Product SEO Strategist Product Designer Content Developer
Planning
Synergize scalable e-commerce
Marketing
Plan for
Disseminate standardized metrics
product
Design
Coordinate e-business applications
launch Strategy
Foster holistically superior methodologies
Launch
Deploy strategic networks with compelling e-
business needs
Timeline
Sep 20XX Jan 20XX May 20XX
Synergize scalable Coordinate e-business Deploy strategy
e-commerce applications networks with
compelling e-business
needs
Nov 20XX Mar 20XX

Disseminate Foster holistically
standardized superior
metrics methodologies
How we get there
ROI Niche markets Supply chains
Envision multimedia- Pursue scalable Cultivate one-to-one

based expertise and customer service customer service with
cross-media growth through sustainable robust ideas
strategies strategies
Maximize timely
Visualize quality Engage top-line web deliverables for real-time
intellectual capital services with cutting- schemas
edge deliverables
Engage worldwide
methodologies with web-
enabled technologies


Summary
At Contoso, we believe in giving 110%. By
using our next-generation data architecture,
we help organizations virtually manage agile
workflows. We thrive because of our market
knowledge and great team behind our
product. As our CEO says, “Efficiencies will
come from proactively transforming how we
do business.”
15
Thank you
Mirjam Nilsson
mirjam@contoso.com
www.contoso.com

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CUSTOMER ANALYTICS

• In 2016, Bigbasket sold more than 18,000 products

• Bigbasket.com had a customer base of greater than

• In 2015, Bigbasket.com hired the Bollywood star Shah

6 Presentation title 20XX

Q1 4.5 2.3 1.7 5.0

Q2 3.2 5.1 4.4 3.0

Q3 2.1 1.7 2.5 2.8

Q4 4.5 2.2 1.7 70

7 Presentation title 20XX

Forgetting to purchase items

8 Presentation title 20XX

9 Presentation title 20XX

Smart Basket customer, they

10 Presentation title 20XX

Takuma Hayashi Mirjam Nilsson Flora Berggren Rajesh Santoshi

Graham Barnes Rowan Murphy Elizabeth Moore Robin Kline

Nov 20XX Mar 20XX

Envision multimedia- Pursue scalable Cultivate one-to-one

14 Presentation title 20XX

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