Introduction
The recent 15% drop in average order value for Swiggy Instamart over the past month is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.
Framework overview
This analysis follows a structured approach covering issue identification, hypothesis generation, validation, and solution development.
Step 1
Clarifying Questions (3 minutes)
Why it matters: Seasonal trends can significantly impact consumer behavior. Expected answer: No significant seasonal events during this period. Impact on approach: If seasonal, we'd focus on adapting to cyclical patterns; if not, we'd investigate other factors.
Why it matters: Identifying affected segments helps narrow down potential causes. Expected answer: The drop is more pronounced among occasional users. Impact on approach: We'd focus on retention strategies for occasional users if this is the case.
Why it matters: Recent changes could directly impact user behavior. Expected answer: A minor UI update was implemented three weeks ago. Impact on approach: We'd investigate if the UI change has affected user navigation or product discovery.
Why it matters: Competitive pressures can influence customer choices and order values. Expected answer: A competitor launched an aggressive discount campaign last month. Impact on approach: We'd need to assess our pricing and value proposition in light of competitive actions.
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