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B2C ecommerce

Help B2C e-commerce customers benchmark product assortment and price, as well as understand customer preferences & behavior

What We Do

Category trends
Competitive benchmarking
Customer segmentation
Market potential assessment
Mystery shopping
NPS diagnostics
Omnichannel and O2O GTM
Price benchmarking
Target screening and diligence
User navigational trends
User needs assessment
Voice of customer

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 benchmarking

What are the most important themes to track the competition?
How is the competition performing across these themes?
Where is 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?

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Customer segmentation

What is the typical profile of a buyer? Demographics: Age, Gender, Occupation, Education, Income, location etc., Psychographics: Personality, Values, Attitude, Interest, Lifestyle etc., Others - First time owner, repeat buyer, fleet owner etc.
What are the key customer segments that the brand can serve?
What are the key purchase criteria of different customer segments?
How can the brand extend its reach to new and emerging customer segments?
How can the offering be customized to serve different customer segment needs?
What capabilities does the brand need to develop to improve customer retention, repeat purchases and expand reach?
Are there any risks / opportunity costs associated with prioritizing one customer segment over another?

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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

How is the customer sales experience and buying journey?
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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NPS diagnostics

How does customer NPS for target compare to that of competition?
What are the drivers of promotion / detraction?
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 key levers to drive customer NPS?
What is the current customer NPS for a target brand?

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Omnichannel and O2O GTM

What is the potential for a transformation to an omnichannel / 020?
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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Price benchmarking

What is the price positioning w.r.t. competition of a product in the market?
Which products are directly competing with them 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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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 areas of improvement 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?

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User needs 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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Connect with our B2C ecommerce Experts

Madhur Singhal

Mentor

Aryaman Tandon

Mentor

Hitesh Gossain

CEO, Network

Amar Choudhary

CEO, Intelligence & Insights

Aditya Thakur

Growth Leader, Operations

Related Case Studies

Competitive intelligence tracking for an online grocery player

Objective

E-groceries players wanted to track GMV and other scale related metrics of key competitive players, and how they are growing
Objective was to cover a good mix of cities and regularly track metrics for a quantum period
The player wanted to start with one city (Delhi NCR) and over time, roll it to more cities starting next year

Methodology

Interviewed operations managers, category managers, regional managers, other key personnel in key players
Visited warehouses, dark stores, delivery locations and spoke to key ground people (warehouse managers & delivery staff)
Conducted mystery shopping
Researched news articles, press releases, publications, publicly available resources and reports
Built overall model to estimate and triangulate scale metrics across players

Impact / Outcome

Client understood how key competitive players are growing month-on-month in key cities in India, and their focus areas (channels, product categories) of key players
Client also understood how optimized key players are, in terms of planning and executing last mile deliveries from their LMD cost

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Customer purchase behavior and feedback survey for D2C consumer durables company

Objective

An investor wanted to understand the customer purchase behavior for a D2C internet consumer durable company
They also wanted to evaluate the strengths and improvement areas for the target company

Methodology

Management discussion was conducted with the founders of the target
Primary conversations were conducted with 10 customers
Primary survey was conducted with 300+ customers, broadly categorized in to first time customers, dormant customers, and repeat customers

Impact / Outcome

The segment, the company, and the products were evaluated across awareness, purchase behavior, customer experience
The investor was able to get an initial overview of the target’s market positioning, customer feedback and areas of improvement

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Dairy consumer NPS study post marketing campaign

Objective

Client wanted to conduct an NPS study for one of its companies operating in milk subscription business
The client wanted to understand the overall experience / satisfaction level of the customers w.r.t. the service as well as the product, preference of the platform and change in behaviour and consumption patterns

Methodology

Conducted N = 130 customer surveys and in-depth interviews to understand the perception and experience of existing as well erstwhile customers
Created a dynamic excel model and survey data book to depict the trends in customer profile, consumer experience & usage, reasons for subscribing to the player’s services, up-selling opportunities, reasons for churn across age profile, location & annual household income

Impact / Outcome

Successfully provided client with a dynamic model and deep insights from an NPS study conducted with the customers to understand about customer preferences and behavioural change

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Price Benchmarking for e-commerce platform Vs Local retail, Branded Retail, Modern Retail

Objective

Client was a global PE firm
Client?desired to understand the price benchmarking of 550 SKUs across categories (fashion, apparel, beauty & personal care) for e-commerce platform vs offline channels (local retail shops, branded retail chains, Modern Trade, etc.)

Methodology

Conducted in-depth interviews and surveys with shopkeepers of local, branded and modern trade stores
Visited 10 various cities in Tier-1, Tier-2 and Tier-3 to conduct in-depth interviews
Benchmarked prices of various categories of products like fashion, beauty, etc.
Input collected from 10 cities across local retail shops, branded retail shops and modern trade players

Impact / Outcome

Helped the client to gain quantitative insights on prices across metros, Tier-2, Tier-3 cities in India as compared to e-commerce platform

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Reducing the pre-delivery returns of a major B2C e-commerce players in India

Objective

A major e-commerce B2C company wanted to reduce the pre delivery returns of the company
Understand the root causes of problem and suggest suitable action points for the same

Methodology

Conducted a customer survey (N = 1,000) and IDIs (N = 158) with different customers, sellers, delivery boys, warehouse managers, competitors and internal stakeholders to analyze the root causes of RTOs and their estimated sizing
Analyzed best practices implemented around the industry
Evaluated action points that can be implemented to reduce the RTO% of the company

Impact / Outcome

Successfully provided the client with a deep insight into the main drivers of RTO, a comprehensive understanding of the size of each root cause and the subsequent action points for the company

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Track to gather feedback for a major online BPC player in the grooming market

Objective

A cosmetic player wanted to understand the male grooming market with respect to the major players, employment of right sales channel and different business models used by players
Client wanted to also take a deep dive in the premium products & luxury services segments

Methodology

Conducted in-depth conversations with retail chain owners & top-sellers on online channels to understand the evolving customer needs & their shopping behavior (N = 100)
Conducted surveys (N =1,000) with customers (online & offline) on their perception about products & the key drivers of purchase

Impact / Outcome

Successfully provided client with holistic view on market share of competitors, and identified the most efficient channel of sales for the brand
Client launched a new product line for the current users and segregated between premium & affordable offerings

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