Ever since the online grocery guys came into the picture (read as bigbasket in our home), one recurrent topic at my place has been – “would we miss the supermarket experience?” Some common points that would typically come up were:
It was a nice once a month outing that we may probably miss out on.
We would miss the new product introductions
The supermarket experience was always a mind-hack, where you usually went to shop with a 5 item shopping list (which would have totalled to about Rs500), but invariable came out with a cart full of groceries (which would have totalled to Rs1500). This part would not be missed – especially by my wallet.
Yesterday, I went to Nilgiris and Reliance fresh (for two different items that could be got only in these two places), and I realized that, perhaps, I may not even miss the shopping experience. The experience was far from optimal. I noticed that there were more grofers (and other hyperlocal delivery guys) grabbing stuff from the shelves than regular shoppers.
Instead of seeing new products, I saw new hyperlocal delivery company names – I saw a company named Ninjacart. These guys were in a mad rush to get stuff, billed and run out, so that their SLAs with their demanding home delivery customers could be met.
My dad tells me that this is often the story in retail supermarket chains in Chennai too. I do not yet think, this has caught on with larger chains such as SPAR. But it will not be too long, I think. Are we becoming lazier? Are we going to lose out on that one enjoyable outing? I do not know. But time will tell – since we will only know the true picture after the VC funding dries out.
I have been a big fan of BigBasket.com for quite a while now. While I love walking by the supermarket aisles and ‘discovering’ new products, bigbasket has taken away the stress of monthly grocery shopping for the family. To be fair, I should also disclose the fact that, we alternate buying weekly vegetables from bigbasket and our local HOPCOMS vegetable store (walking distance).
I had been thinking of a few things that bigbasket could introduce to make it even better. Having been a program manager (in a previous live at Microsoft), the first thing you do is to write a feature set / requirement spec. Here goes!
Weekly vegetable delivery. This is something similar to Amazon Fresh in select areas of the US. Most of India shops for veggies once a week, for a week. There is usually a preference on vegetables in most households. The vegetables could be a randomized set. (This is a common pain point when you buy veggies – what veggies did you buy last week – no one wants a repeat, leave alone several repeats). Ofcourse, no one minds repeats of favourite veggies (um, potato?). Send an email on Friday or Saturday listing a proposed selection of vegetables that would be delivered on Sunday. This would let the user to potentially tweak the order set. Guarantee freshness delivered at your door step, every weekend morning. I am sure you will get a bunch of customers asap.
Grocery is something that is fairly predictable too. Pulses, masalas, and other house hold goods are typically purchased at a roughly similar frequency. There is some infra that is already available with bigbasket for this – in the form of smart basket. I got this idea from looking at my own shopping analytics that is available at bigbasket right now. If I can see it, so can the system, and make a prediction.
Festivals and Diets: You can incorporate all kinds of smarts into this too. Suggest more ghee and sugar during festive seasons like Diwali maybe? Suggest baking accessories during Christmas maybe? How about incorporating your diet plan into this as well? If you get broccoli every week, would you throw it away? Always suggest low sodium salt?
Recipes: Hey ! You are throwing in a bunch of veggies, and you know the other groceries that you have delivered recently, why cant you put together 2 recipes per week using these ingredients. Simple pictorial ones. Easy to understand, and prepare. Even better, add one or two more exotic ingredients (for free), which in conjunction with the veggies delivered and the groceries that you recently delivered, would make a super exotic meal. This is marketing for those two exotic ingredients. If they like this recipe, now, you have a regular customer for 2 more of your offerings.
Secret box: There are a few start-ups in the US that are attempting this now. For a monthly subscription, they will deliver a monthly surprise box containing cosmetics or snacks, or other similar consumable stuff. This is a great marketing tie-up opportunity with partners. Drop in a couple of satchets of the newest flavour of Saffola Oats – carefully concealed in some secret wrapping of course (to enhance the interest) for free with your delivery. Notice the delight in the customers attitude. You can also link this line item with the previous (recipe) for even more customer delight goodness.
Delivery: What if the customer does not really want you to deliver home? Get up early on a sunday morning to a doorbell? Really? I bet the idea of bigbasket kiosks are already running the rounds inside your org now. You should, and yes, I mean, you should, introduce kiosks for ordering and taking delivery of orders. Best place for these kiosks for the yuppie crowd would be malls and IT parks.
Well to paraphrase ‘Sound of Music’, these are a few of my favourite things. I would love Big basket to come up with these features. And I would be the first one to trial these out !! And well, yeah, to be fair, thanks BigBasket for letting me do some PM stuff that I had not done in quite a while.
