How will you increase AOV (average order value) by 15% for Swiggy?

Introduction

The challenge at hand is to increase Swiggy's average order value (AOV) by 15%. This growth objective focuses on enhancing the monetization aspect of Swiggy's food delivery service. I'll outline a strategic approach to tackle this challenge, considering various growth levers, user segments, and metrics to measure success.

Step 1

Clarifying Questions (3 minutes)

• Based on the growth challenge described, I assume we're focusing solely on Swiggy's food delivery service. Is that correct, or should we consider other verticals like Swiggy Instamart or Swiggy Genie?

Why it matters: Different verticals may require distinct strategies to increase AOV. Expected answer: Focus on food delivery service. Impact on approach: We'll tailor strategies specifically for food ordering behavior.

• Are there any geographic constraints or is this a nationwide initiative for Swiggy in India?

Why it matters: Regional differences in food preferences and spending habits could influence our approach. Expected answer: Nationwide initiative. Impact on approach: We'll need to consider diverse market segments and potentially localized strategies.

• Do we have data on the current AOV and its trends over the past 6-12 months?

Why it matters: Understanding the baseline and recent performance helps set realistic growth targets. Expected answer: Current AOV is ₹X with Y% growth over the last year. Impact on approach: We'll adjust our strategies based on historical growth rates and current AOV.

• Are there any specific time constraints for achieving this 15% increase in AOV?

Why it matters: The timeline affects the aggressiveness of our strategies and the types of initiatives we prioritize. Expected answer: Aim to achieve within the next 6 months. Impact on approach: We'll focus on a mix of quick wins and medium-term strategies.

• Can you share any insights on user segments that currently have higher AOVs?

Why it matters: Identifying high-value segments can inform targeted growth strategies. Expected answer: Premium users and corporate accounts tend to have higher AOVs. Impact on approach: We'll explore ways to expand these high-value segments and encourage similar behaviors in other users.