BigBasket, the Tata Group-owned online retailer, has revamped and rebranded its slotted delivery business, which contributes the largest chunk to its overall revenues. It has decided to rebrand it as “bigbasket supersaver“ with a sharper focus on faster deliveries made within two hours.
“This is not just a rebranding, but we have also made the slotted delivery business faster and more efficient. It contributes significantly to the overall business. It already has a strong customer base, who are essentially buying large orders of groceries, which were being typically delivered on the same or the next day. We have done re-engineering of our systems and processes to be able to offer extensive assortment of groceries at the same kind of value pricing within two hours,” said Hari Menon, Co-Founder and CEO, bigbasket.
He further mentioned that over the next three to six months, the primary emphasis will be on achieving even faster product deliveries within a one-hour timeframe.
Apart from its slotted delivery service, India’s earliest grocery delivery company is renowned for its instant grocery service, bbnow, and its subscription-based service, bbdaily. The slotted delivery business contributes to around 60-65 percent of the e-grocery player’s revenue.
The bigbasket supersaver program has already rolled out in more than 40 of the 70-odd cities where the platform operates and will expand to encompass all these cities by mid-March. Additionally, it will provide an extra 5 percent savings on various products. Customers will still have the choice to select their preferred delivery slot.
“With the launch of the new model, we expect to see quarter-on-quarter growth of about 35 per cent for this business,” he added.
Menon stated that the range of products available via the slotted delivery service is three to four times broader and more economical compared to those offered through its quick commerce delivery services.
Earlier, the assortment of products was stored in dark stores and warehouses. Elaborating on the re-engineering of processes, he added, “We now carry the entire range of 25,000-30,000 products in dark stores. We are also delivering all the orders through bikes and are doing away with van-based deliveries. We have tested the new model for consistently being able to deliver within two hours, while maintaining the average order value, which is a critical piece. It has tested well for all these parameters. We have also ensured we maintain the value pricing.”
The average order value for the slotted delivery business is estimated to be around INR 1,250-1,300, whereas for quick commerce, it typically ranges between INR 400-500.
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