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Product Management Growth Question: Increasing Swiggy's average order value through strategic initiatives

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

Product Growth Medium Member-only
Growth Analysis Strategic Planning Data-Driven Decision Making Food Delivery E-commerce On-Demand Services
Food Delivery Monetization User Segmentation Growth Strategy AOV Optimization

Thank you for providing the context and instructions. I'll now address the growth question about increasing AOV (average order value) for Swiggy by 15% from the perspective of a seasoned VP of Product interviewing for a senior product leadership role. I'll structure my response according to the outlined steps and format.

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.

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