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Helping Ecommerce clients understand digital adoption, behavior, usage and make well-informed business decisions to win in the dynamic market

Mobile & electronics Apparels & fashion Grocery

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What We Do

Ad monitoring
Buyer NPS diagnostic
Category trends
Competitive tracking
Cost benchmarking
Market potential assessment
Mystery shopping
Omnichannel and O2O GTM
Operational practices and SOPs
Price benchmarking
Product assortment gap analysis
Seller NPS diagnostic
Target screening and diligence
User navigational trends
User need assessment
Voice of customer

Ad monitoring

How effective is the current ad campaign across various channels?
How is the performance of various ad platforms?
How effective is the ad campaign among various customer segments?
How do customers react to / interact with the ads?
What are the sales / traffic contribution against set goals / targets?
How to maximize ROI on ad spends?

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Buyer NPS diagnostic

What is the current customer NPS for a target brand?
What is the level of customer satisfaction and loyalty?
What are the drivers of promotion / detraction?
How does customer NPS for target compare to that of competition?
What are the relative strengths and weaknesses vs. competition?
What are the key levers to drive customer NPS?

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Category trends

What are the various product categories? How large are they?
What is the range of products offered by various categories?
How are the categories growing? Which are the fast-growing categories?
How are categories evolving? Product, competition, customer perspective
What are the relevant drivers and inhibitors shaping growth?
What are the adjacencies for the categories?

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Competitive tracking

What are the most important themes to track the competition?
How is the competition performing across these themes?
Where does the target company losing / winning w.r.t. competition? Why?
What are competitors doing differently in the market?
What are the plans of the competitors for the near future?
How to use digital tools for continuous tracking of competition?

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Cost benchmarking

What is the overall cost for the target at product / store / company level?
What is the unit economics for the target?
What are the major cost components?
How do the costs of the target compare to that of competition?
What are the reasons for the difference in cost w.r.t. competition?
What are the critical levers to lower cost and increase margins?

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Market potential assessment

What is the TAM, SAM, SOM of the market?
How has the market evolved over the years?
What are the most important trends shaping the market?
How is the market likely to grow going forward?
What are the various segments within the market?
What is the competitive intensity of the market?
What are the adjacent opportunities / threats to the market?

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Mystery shopping

What are the on-ground market dynamics?
How is the customer sales experience and buying journey?
How does the sales pitch of target compare with competition?
What are the key customer pain points and wow factors?
What are the ways to improve CX and customer loyalty?
How does the competition compare in overall CX? What are they doing differently?

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Omnichannel and O2O GTM

What is the potential for a transformation to an omnichannel / O2O?
How important, feasible, and profitable is the transformation?
What are the key elements for a successful transformation plan?
What are the opportunities for partnerships and acquisitions?
What are the key capabilities required for a successful implementation?
How will the processes and organizational functions transform?

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Operational practices and SOPs

What are the industry best practices across different areas like supply chain, recruitment, sales and marketing, etc.?
What are the process maps across different divisions within target as well as for the different customer segments / use cases?
How does the target processes compare w.r.t. competition? Where is the room for improvement?
How can the target address current gaps in the processes?
What are the requirements for the adoption and sustenance of SOPs?
What should be the implementation plan for SOPs?
How to use leverage SOPs to track and improve productivity?

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Price benchmarking

What is the price positioning w.r.t. competition of a product in the market?
What are the directly competing products in the market? Who are the peripheral / indirect competitors?
Does the price positioning resonate with targeted customer segments?
How does the target compare w.r.t. competition in discounting and promotional schemes?
What is the margin for commanding premium?
What is the relation between the features of the product and the price range?
How do customer segments and behaviors vary with the price?

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Product assortment gap analysis

What is the product assortment of target?
How does the product assortment (# products, variants of products, availability across channels, pricing and discounting, etc.) compare w.r.t. competition?
What should be the optimal range of product assortment in terms of # products, product-feature combinations, price points, etc.?
What are the addressable potential and unmet customer needs?
What should be the product assortment strategy and launch plan of new products / variants?

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Seller NPS diagnostic

What is the current seller / partner NPS for a target brand?
What is the level of satisfaction and loyalty for the seller towards a brand?
What are the drivers of promotion / detraction?
How does customer NPS for target compare to that of competition?
What are the relative strengths and weaknesses vs. competition? Reasons?

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Target screening and diligence

How does the competitive landscape of a market look like?
Who are the major / emerging players in the market?
What is the value proposition of various players?
What is the customer NPS? What are customers saying about the players?
What is the competitive differentiation and growth strategy of the players?
How do players compare on critical factors like unit economics?
What is the likelihood of the success of players? Who will emerge as a winner?

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User navigational trends

What is the user feedback on various touchpoints like app, web, pick-up store, delivery, etc.?
What are the key pain points related to touchpoints?
What are the underlying nuances by product, customer type, etc.?
What is the role of social media in the user buying / discovery journey?
What is the customer readiness for a change in sales format or a change in UX?
Based on the overall understanding, how can the target improve UX and drive better conversion / retention?

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User need assessment

Which ecommerce websites are the customers aware of?
Which products / categories do they prefer purchasing online and why?
What are the drivers / barriers to purchase online for above?
How frequently do they purchase online?
How do they rate their purchase experience on various websites?
What are the key elements to provide a comprehensive user experience?

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Voice of customer

What is the perceived customer perception of a brand?
What are customers saying about the brand among friends, on social media, etc.?
What do customers care about the most while considering a brand?
What is the relevant positive and negative feedback from customers?
How important is customer recommendation / feedback for the performance of the brand?
What are customers saying about the competition?

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Related Case Studies

Competitive intelligence tracking for an online apparel player

Objective

The client, a large online apparel player in India, wanted to track GMV and other scale related metrics of key competitive players and how they are growing

Methodology

Conducted In-depth interviews (N = 35) of operations managers, category managers and other key personnel of the competitors
Visits to warehouses, dark stores, delivery locations and interviews with staff to capture on-ground market nuances
Compared experience through mystery shopping (N =10) across the different players
Built advanced excel model to estimate and triangulate scale metrics across key players

Impact / Outcome

Client understood how their key competitors are growing along with their focus areas (channels, product categories)

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Customer & supplier journey mapping for an online cosmetics platform

Objective

The client, a leading global private equity firm, wanted to understand the journey and navigational trends for both the customers and suppliers on their platform along with touch points and pain points

Methodology

Conducted in-depth interviews (N=30) of customers to identify the different customer personas, the touchpoints (online / offline) along with the major challenges they faced
Conducted in-depth interviews (N=25) of vendors onboarded on the platform to understand their onboarding experience and sales experience including inventory management and pricing
Compared and benchmarked customer experience across leading (N=5) online cosmetics platforms

Impact / Outcome

Client was provided with deep understanding of the points of improvements along the entire journey for increased vendor and customer satisfaction

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Digital maturity assessment in relation to user adoption and ROI of users of a store discovery platform

Objective

A fast-growing Indian online discovery player wanted to understand the profile of the merchants on its platform, their overall experience with its services and ROI of the merchants

Methodology

Interviewed F&B, grocery and fashion merchants (N>30) which actively use the client’s platform and associated services
Created preliminary findings basis the interviews on which a survey (N = 150) was conducted for the merchants
Benchmarked merchant’s feedback about the client’s platform / services against those of its competitors and alternative mode of merchant discovery
Mapped merchant’s satisfaction on the ROI gained against the amount spent on client’s services across different cuts including tenure and monthly revenue

Impact / Outcome

Client was able to understand about the merchant’s unmet needs and areas on which it can improve service levels and their propensity to pay which would assist in designing better offerings

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Merchant NPS diagnostic and improvement for an online coupons and discounts players

Objective

To measure and improve seller / merchant NPS by mapping the feedback on key factors across the driver tree

Methodology

In-depth interviews (N = 30) with merchants across segments like restaurants, departmental stores, pharmacies etc. to understand the key factors and mapping the driver tree
Conducted quantitate survey (N = 200) across 10+ cities and across multiple merchant segments
Analysis in combination with client data to understand NPS variation across seller archetypes, purchase channel, category, loyalty program membership and brands sold by the seller
Identify and understand the key reasons for driver and promotion to improve seller NPS

Impact / Outcome

Client was provided with an in-depth understanding of level of satisfaction of existing merchants on its platform along with key levers to improve NPS

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Price sensitivity analysis and its drivers for a major online-first health supplements player

Objective

To understand the main drivers behind the use and price sensitivity of online channel in health supplements purchases basis voice of customers

Methodology

Quantitative survey (N=1,000) of customer to identify driver tree basis the buying patterns
Survey was conducted pan India covering 12+ cities and customers across age group, income levels and usage frequency
Conducted in-depth customer interviews (N=50) to understand the willingness to pay for quality and product price analysis

Impact / Outcome

Client got an understanding of the buying and spending propensity of its user base along with inputs on adding premium product line

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Quantitative survey to understand user satisfaction levels of an online retailer of electronics and large home appliances

Objective

To understand the user experience and satisfaction levels with respect to the service as well as the product and reasons for customer churn basis the voice of customers for electronics and large home appliances

Methodology

Qualitative discussions (N=30) of current and past customers across various demographics like cities, age group, income levels and usage frequency to identify customer persona basis the quantity, price sensitivity buying patterns
Undertook an in-depth survey (N=500) to measure the satisfaction levels, reasons for subscribing to the player’s services, up-selling opportunities, and the pain points, if any
Interviewed churned customer (N=30) to understand their reasons for discontinuation of service and key drivers which would make them resubscribe to the service

Impact / Outcome

Provided client with a dynamic model and deep insights of the current experience of the users along with feedback erstwhile customers

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Market potential assessment of non-food opportunities for 2W compatible deliveries and adjacency expansion

Objective

A hyperlocal delivery player wanted to understand other relevant tasks which can be carried out by its 2W fleet, current pain points and paying propensity

Methodology

Generated a long-list of potential use cases based on secondary research
Conducted in-depth conversations (N = 30) with main stakeholder in each of the use case to prune the list
Interviewed stakeholders (N = 100) across the shortlisted use cases to gather relevant insights
Researched on the market size of each of the use cases both in terms of order and value scales
Mapped the current service providers and the pain points

Impact / Outcome

Client got detailed insights on use-cases to expand its operations away from food business, potential pain points and competition benchmarking

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Competitive tracking of Indian grocery players to identify key leaders across key success factors

Objective

A global PE firm, wanted to understand and track the supply chain established by various online and offline grocery players to deliver products belonging to different categories to end customer

Methodology

Conducted interviews (N = 30) of offline/online retailer’s staff including supply chain managers, store managers, delivery personnel
Discussions with industry experts in the groceries industry who have worked in / established procurement supply chains for major players
Mapped the supply chain for the sellers across offline and online players through staff interviews. Benchmarked operational practices
Conducted trade interviews (N = 35) of distributors, wholesalers, and other middlemen across product categories
Interviewed logistics companies to understand long-haul delivery, last-mile delivery, and return logistics

Impact / Outcome

The client got detailed insights into competitor processes, supply chain, key functions like SKUs replenishment practices, quality control mechanisms, freshness tests, and standards followed for key players which helped them identify winners in the space

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