Increasing User Reachability & Operational Efficiency: A BigBasket Case Study

BigBasket is India’s largest online food and grocery store. It operates in over 300 cities and offers a range of about 100,000+ products. As an E-commerce brand, BigBasket faces the challenge of creating awareness about its services and offerings. The company also needs to grab its customers’ attention through the right channels in a timely manner and with the most relevant content. As one of the first movers in the grocery delivery segment, standing out from the crowd is crucial for BigBasket.

BigBasket, India's largest online food and grocery store, faced two primary challenges. The first was creating awareness about its services and offerings, a common issue for any E-commerce brand. The company needed to focus on user reachability to increase its customer base. The second challenge was to grab its customers’ attention through the right channels in a timely manner and with the most relevant content. As one of the first movers in the grocery delivery segment, standing out from the crowd was crucial for BigBasket. They needed a solution that would allow them to reach more devices with their offerings and provide a personalized customer journey.

To address these challenges, BigBasket turned to MoEngage's intelligent engagement platform. They used MoEngage's Push Amplification® technology to solve the user reachability problem, allowing them to reach more devices with their wide range of offerings. To stand out from the crowd and provide a personalized customer journey, BigBasket used MoEngage’s Dynamic Product Messaging (DPM). This allowed them to run hyper-personalized campaigns across push notifications and emails. DPM boosted the BigBasket team's customization efforts beyond basic username personalization and category-based recommendations. The platform's industry-leading AI and Machine Learning capabilities provided insights on customers, their journey, behavior, interests, preferences, and the impact of campaigns on key business metrics like customer retention and LTV.

• By using MoEngage’s intelligent engagement platform, BigBasket was able to significantly increase its operational efficiency. The company moved away from generalized campaigns to personalized ones using Dynamic Product Messaging (DPM), which resulted in an uptick in clickthrough rates. The seamless dashboard provided by MoEngage allowed the BigBasket team to spend a minimal amount of time on setting up campaigns. In fact, it only took them 15-20 minutes to set up over 28 campaigns. This not only increased operational efficiency but also allowed the team to focus on other important aspects of the business.

• BigBasket increased its push deliverability from 65% to 85%-90%

• The company saw an uptick in its clickthrough rates from 1.8% to 2.5%-3%

• There was a 26% uplift in the “Add To Basket” conversions