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About Product - Blinkit

Imagine needing something when you are at home and getting it before you have tied your shoelaces to step out. Blinkit is revolutionising e-commerce by making the stuff most important to you, available to you in a blink of your eye.

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We want our customers to focus on the more important things for themselves and not need to plan for the little things that life needs on an everyday basis. We are here to get your chores out of your way.  

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We have built a dense and fast network of partner stores mostly within a 2 km radius of our customers. We leverage technology, data and customer insights heavily to serve our customers and feel the magic of instant grocery delivery with every use.

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What is Instant grocery delivery? From the time of a customer order from our mobile app, we gather the products, package them carefully, assign the package to a delivery partner who bring it you in minutes. Yes! minutes, mostly under 10 minutes.

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Our customers can buy 10,000+ products on Blinkit – everything from groceries to fresh fruits & vegetables, cakes and bakery items, to meats & seafood, cosmetics, mobiles & accessories, electronics (including Apple products), baby care products and much more. We get it delivered at your doorstep in the fastest and the safest way possible.

Currently, we operate in major cities - Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Faridabad, Ghaziabad, Gurugram, Hyderabad, Jaipur, Jalandhar, Kanpur, Kolkata, Lucknow, Ludhiana, Meerut, Mohali, Mumbai, Noida, Panchkula, Pune, Vadodara and Zirakpur.

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Mostly our customers know us as #IndiaKaLastMinute App.

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Blinkit have a mobile application available both on iOS and Android which serves majority of our customers in India. We also serve our customers from Desktop and Mobile web.

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Mobile vs Desktop share on the customer preference to use Blinkit application.

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Ideal Customer Profile and their goal's

Who are signing up for Blinkit?

What are Users trying to do on Blinkit?​

Arjun buys snacks while preparing for his exams.

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Meet Arjun, a college student who lives in Chennai. It was a late evening, Arjun have an exam in two days and is in serious preparation for it. He feels a little hungry while studying and wanted some chips and a soft drink. He suddenly remembers an ad which he watched a couple of days earlier in between an IPL cricket match. The ad was from Blinkit and their message #IndiaKaLastMinuteApp was stuck in his head. He wanted to give it a try and quickly downloads the app. Signing up is super easy. The app prompted to give location access to show the available product catalogue in his locality. He gives location access to Blinkit, to his surprise the app is now showing "delivery in 10 minutes". Though Arjun have his own doubts about the delivery time, he continued to place the order. The order placement workflow is intuitive and familiar to him. He placed an order and went back to preparation.

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Arjun is reading from his notes and a call disturbs him. The call is from a delivery executive of Blinkit and is at the main door requesting Arjun to collect the order. Arjun is delighted and is in dis-belief. He received his order in 8 minutes. Arjun collects his order from the delivery partner and gives a 5 star rating for the service.

While eating snacks, Arjun wondered how much it would have taken for him to go out and get some chips. He came to conclusion that it would have taken him at least 15-30 minutes for the to visit the shop, pick some chips and get back to home. He liked the service, with that thought he went back to his preparation.

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Divya orders snacks and Ice cream for a celebration at office.

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Meet Divya, a working professional who lives in Hyderabad. She manages a team of 20 people in a software company. Divya received some great feedback from their customer on their latest work. She wanted to update the team about this feedback and reward them with some snacks and Ice cream. She asked a team lead to help her with the arrangements. Team lead asked her to checkout Blinkit and also mentions that Blinkit delivers their orders in 10 minutes. Divya agreed to checkout thinking it will be easier for her to claim reimbursement with invoice if it is a digital service.

With little apprehension, Divya downloaded the app 30 minutes before the meeting and started signing up. She completed the sign up, chose the products and placed an order. Post the successful order, the order screen started showing that delivery will reach in 13 minutes. She remembered her team lead mentioning that any order will be delivered in 10 minutes and was glad that she choose to place the order earlier.

Divya received a call from office security that an order has been delivered with her name. She was very impressed with the service, the delivery was made in 11 minutes, 2 minutes earlier to the promised time. She started walking towards security along with her team lead to collect the order. While walking, in a conversation, she thanked her team lead for introducing Blinkit. Divya jokes that she found her best friend and can't wait to use it at her home.

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Shilpa orders diapers and gets them in 10 minutes with Blinkit.

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Meet Shilpa, an educated housewife who lives in Bangalore. She is a mother to 6 months old. It was late afternoon and her husband went to work, she realises that she is out of diapers for her baby.

In similar situations, she relies on her apartment security with purchases. As usual, she calls her security and requests to get some branded diapers from a nearby medical or grocery store. Unfortunately, security is busy with a different task which takes more than an hour and mentions about this new service called Blinkit which he learned from a delivery partner during apartment entry. Security also mentions her that they deliver usually in 10-15 minutes. Shilpa recalled name Blinkit from an ad while she is watching a video on youtube. Shilpa wanted to give it a try. She downloaded the app from play store and signed up. She was surprised with their product catalogue, placed an order for diapers and few other products which she later realised the need post going through the catalogue.

While Shilpa was on the app and figuring out other products from the catalogue, she received an entry notification from Blinkit on the MyGate application to make a delivery at her main door. She approved the entry and visited the order page. Its just been a couple of minutes and the delivery partner is already on his way and just 6 minutes away. Felt delighted, she actively tracked the location of the order and in few more minutes someone knocked on the door. The delivery partner greeted her and handed over the order to Shilpa. While Shilpa is looking at her bill to verify if she got all the products, the delivery partner requested her to rate his service for the order on the application if she liked it. Shilpa nodded her head communicating that she will, locked her door and opened her order. Shilpa had an amazing experience so far. She received a notification from the blinkit app to rate their service and delivery partner. She clicked on the notification which took her to order page with a rating card.

Shilpa gave a 5 star rating on the order. She picked diapers from the package and went towards her kid's cradle with a big smile.

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Why are Users signing up?

Following are the primary and secondary goals across the identified ICP profiles. The goals are categorised in 4 different types and they are Functional, Financial, Personal and Social goals.

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Ideal customer profiles and their goals vs goal type. The primary type of user goals are identified in the below table.

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Users are predominantly signing up for Blinkit service to meet their Functional goals.

Functional goals of our ICPs can be generalised into a sentence: I need X product in 10 minutes to complete my task immediately.

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Blinkit helps users not to plan the purchases of grocery/ products which are casually used in households everyday.

Blinkit Customers experience an AHA moment when

1. 1. Blinkit promises delivery of any order under 10 minutes on the Home screen.
   2. Users experience availability of 10,000+ products. (Covers Grocery, Pharma, Electronics, Party to Print needs with multiple brand options)
   3. Users receive their order package in 10 minutes or promised time.

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With the above AHA moments and simple to use user interface creates a memorable and delightful experience for the first time users. This moment acts as a hook and users keep coming back to buy more products on Blinkit.

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Imagine we are a first time user to Blinkit. Lets go through Onboarding process step by step.

Use case: I need/ want Ice cream to eat now.

User is a android mobile phone user.

Blinkit Customer Onboarding Journey - DeepDive.pdf​

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Time to Value for Blinkit:

1. For the first time user, signing up, product exploring, adding to cart, placing an order and delivery of the order (customer success) can be achieved under 30 minutes.
2. Customer success can be achieved in 10-15 minutes from the time they place an order. (Core Value Proposition)

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Because of quick TTV, Blinkit is a high frequency product for majority of our users.

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Defining Activation and metrics

Hypothesis 1: Visited 3+ Product categories to explore prices in 1 session.​

Reasoning: Users often think about the benefits they get using a service. To make a purchase decision or commit to a service, long term user explore the prices of products on blinkit and available categories.

Making user explore 3+ categories on the first signup, helps user to experience core value proposition of access to 10,000+ products in 10 minutes.

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Activation Metrics to track:

1. 1. 1. day vs # product categories: Total number of product categories interacted
      2. day vs #products: Total number of products interacted
      3. # signups: This will be a cohort for this hypothesis
      4. Time spent on the application
      5. #orders vs # signups
      6. #sessions vs day

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Hypothesis 2: Placed 2 orders in first 3 days.​

Reasoning: User have tried the service and experienced the magic of instant grocery delivery. User liked the service hence placed on more order in the first 3 days. Using service repetitively is a early sign of retention.

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Activation Metrics to track:

1. 1. 1. # orders vs user: Total number of orders placed by the user.
      2. day vs #orders: Total number of orders placed per day.
      3. user vs # orders: This will help to calculate number of orders user have placed in the first 3 days.
      4. Average Time to Deliver orders vs user: This metric helps us to understand if the user is consistently experiencing the Core value proposition of "Delivery in 10 minutes".
      5. Average rating per user: This metric helps us to understand the User's offline interaction with delivery partner. Should be >= 4.

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Hypothesis 3: Placed 7 orders in first 15 days.​

Reasoning: User tried the service and liked it so much. He/ She started using Blinkit very often and stopped going to local grocery store for instant needs. He/ She is getting habitual with the service and started integrating Blinkit into his everyday routine.

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Activation Metrics to track:

1. 1. 1. # orders vs user: Total number of orders placed by the user.
      2. day vs #orders: Total number of orders placed per day. Sum of this metric for a period of first 15 days tells us if a user is activated or not for this hypothesis.
      3. Promised Average Delivery time vs Average Time to Deliver orders: This metric helps us to understand if the user is consistently experiencing the Core value proposition of "Delivery in 10 minutes". Should meet promised delivery time.
      4. Average rating per user: This metric helps us to understand the User's offline interaction with delivery partner. Should be >= 4.

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Hypothesis 4: Purchased 4000 rupees worth products in 30 days.​

Reasoning: User started to use the blinkit service for all his/ her immediate needs. Cart value starts improving and might reach upto 500 rupees+ for couple of orders. User have significantly portion of local store purchases to Blinkit within 30 days validating the change in purchase behaviour predicts the user retention.

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Activation Metrics to track:

1. 1. 1. # Total amount transacted
      2. Average order value vs user
      3. Maximum order value vs user
      4. Average Time to Deliver order vs user (Core value proposition)
      5. Average rating per user

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Hypothesis 5: Ordered to 2 different locations in 45 days.​

Reasoning: Users use Blinkit regularly for all their instant grocery needs. They often go to work/ college/ visit their friends/ relatives place. User need to order some snacks at office/ stationary at college/ sweets to gift a friend, they open the app from the new location, add new address and place the order. The usage of Blinkit service in new locations confirms the ease of use and loyalty. This helps us predict the longterm usage and a great sign to retain users.

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Activation Metrics to track:

1. 1. 1. #address: Number of saved addresses. This metric might not be reliable if they have imported the address from Zomato.
      2. #unique location orders have been delivered to
      3. Average rating for orders delivered to locations other than home. This metric should be >=4.
      4. Average Time to Deliver order vs new location: Consistently fulfilling the core value proposition of 10 min delivery in new locations improves trust. Thus improving the retention.

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Hypothesis 6: Referred 1 friend/ family member with "Share the app" feature in profile section within 60 days. (Though Referral Program is not active)​

Reasoning: User is very well used to the Blinkit product and can easily navigate through out the application. He/ she fallen in love the application with their consistent on time delivery and trust worthy service. User is willing to risk his social capital and refer Blinkit to a friend or family member.

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Activation Metrics to track:

1. 1. 1. # "Share the app" clicks
      2. # referrals
      3. # Successful conversions
      4. # orders referee placed: This helps to understand the influence of referer on referee. This can be correlated to loyalty of User to blinkit in converting the referrals.
      5. Average Time to Deliver orders vs referee (Core value proposition): Acting on this to preserve the social capital of the referer. Thus creating a flywheel for more referrals.

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Retention curve of Blinkit with Activation Hypothesis

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The numbers considered in the above retention curve are assumptions.

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