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Writer's pictureManiKumar Jami

How to increase the Number of Orders Per Customer Per Year for T2 audience in India?

First : Define the Problem Statement

Create a medium-term product strategy & roadmap to increase orders per customer per year for this marketplace. = (Total number of orders/ Unique customers) in 1 year.


Have your Assumptions clear -

  • Number of items in an order and Average value of the order is not the focus point

  • Since we are talking about medium term plans and trust is something that comes with significant period of time - am not touching upon in depth to improve it

  • The marketplace does not have any wallet to Add money and to use it on the platform.


Finalise the goal -

  1. As the goal is to increase the orders per customer, the analysis and suggestions are around the existing users of this marketplace.

    1. To make the users start buying who were registered on the marketplace but never purchased online

    2. To engage, retain and make other users come to platform more frequently


Step #1 - Do Primary Research


Understand the personas and pain points







Step #2 - Augment Data from Secondary research


Secondary Research

The Covid-19 pandemic steered India’s e-retail market into Phase 3.0 of its evolution—an era of innovation. India’s e-retail market is estimated to be $50 billion in 2022, growing at 25% over 2021. The market is expected to scale to $150–$170 billion in 2027, with up to 1 in 10 retail dollars spent online.

  • ● India’s e-retail shopper base scaled to 180–190 million in 2021, with 40–50 million shoppers added in 2021 alone.

  • ● The majority of these shoppers (about 60%) come from tier-2 or smaller cities

  • ● ~40% New sellers belong to tier-2/smaller cities

  • ● Made-for-Bharat innovations such as voice- and vernacular-based search have continued to gain traction, with 5x growth in voice-search users and 3x growth in vernacular-search users over the past year.

  • ● Most of these vernacular shoppers (70%) belong to tier-3 or smaller cities.

  • ● One in three shoppers belong to low-to-middle income segments

  • ● One in three shoppers is Gen Z (<25 years)






"Include quotes by experts in your post to add credibility." – SEO specialist

Step #3 - Align the Pain Points towards the Goal



Pain Points Identified from these personas:

● Few T2 and T3 users don’t believe in e-commerce platforms and applications - Trust concerns

● Even if few are interested in online shopping -

  • ○ They don’t have confidence in the process they are following

  • ○ Some of them don’t want to pay in advance before the delivery

  • ○ Felt cheated with the quality of products sometimes - Colour and quality is different from what is expected

● They are closely associated with local vendors and businessmen and so don’t prefer online shopping

● Some people find the discovery process difficult - they feel lost when looking for product they want to buy

● Looking to have discounts on COD and netbanking payments








Step #4 - Come up with Recommendations



Recommendations (Aligned towards the Goal) : Trust: Any user who places an order once needs to be provided with a very good post purchase customer experience. Once the return cycle is over and the user didn’t come back to the platform for a quarter

  • Outbound Calling: A telephonic call to thank users in their native language and to take feedback from them builds a personal connection

  • Take feedback on their favourite products or categories and add update in the backend for segmentation and targeting

  • Align communication on the upcoming season sales and offers available to them can increase the retention rate


Process:

  • To improve the CX during discovery phase of the purchase and to guide them through out with voice inputs across the customer journey

  • Communicate user in Vernacular languages across all the touch points (Reviews, voice input > product discovery ) Products and portfolio:

  • Focus more on the grocery and general merchandise category- expected to grow at 35-40% CAGR in next 5 years.

  • For T2 and T3 users who got acquainted with earlier mentioned categories on the marketplace - there is a very high chance to increase the orders on adding General Merchandise products to the portfolio as it is easy to cross sell also (Groceries, pharmaceuticals,gifts, Brands not available in T2 but available in T1)

  • A subscription model to deliver groceries and other daily needs can attract T2 and T3 audience -


Benefits and Rewards:

  • To come up with a closed loop wallet where all the rewards are accumulated and can be used in the ecosystem

  • To reward users for Cash/ COD orders too once the return cycle is over for rewards This flow shows how the North Star metric of orders is impacted by various factors. The recommendations would be impacting the purchasing behaviour of the user. They drive the P1 metrics which compliment the overall goal.


Talk About implementation how you want to do it ?

How Can we do it ? Process - Discovery: Voice guided Customer journey. At each and every interaction on the page and various pages available on the application. It helps them explain what that button is in their vernacular language Reviews : All the reviews provided to the users should be converted to the input vernacular language (can be collected in their language itself) Reviews to be sorted based on the location / pincode of the user - More relevancy and confidence to the user Product and Portfolio: Add brands that are cheap and which can resonate with the T2/T3 audience - they are ready to spend on branded products. Most of the D2C brands in India are considering Amazon as their marketplace (Boat/Mamaearth/Bombay Shaving Company/ Wakefit) - they are the perfect fit for T2 and T3 TG. Pushing brands popular in the the geography (Ramraj in TamilNadu)




Relationship and Engagement : As Influencer marketing is the new trump card for T2 and T3 markets targeting Indian women, content creation is one more interesting engaging aspect to look into. Short videos, tips and techniques against the products can capture users' attention. The sellers will be able to upload short videos, tips and techniques for the products being uploaded.

  1. We need to train sellers about how they can engage the users with the content they are pushing

  2. How to respond to the queries posted by the customers

  3. What kind of products customers are looking for and to push their supply on In-Demand products

  4. 3D view and videos of products are more trustworthy than normal images

Benefits & Rewards:

  • 58% of today's SuperCoin customers hail from T2 & T3 regions in India - Flipkart

  • 50% of these rewards are claimed across categories such as Household items, Grooming accessories, Food and Nutrition, Healthcare, Fashion

● Each and every customer should be rewarded for the purchases, customers paying through Cash can be given coins instead of cashbacks and flat discounts. ● We can come up with a closed loop wallet that is used for purchases only on this platform




Step #5 - Always back your suggestions with Data and Data Alone



Don’t Forget to Add a Closing Statement


Keep it short. Restate your main point and tell your readers what you want them to do next. Don’t be shy. Just tell them:

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