A BigBasket case study on improving operational efficiency

Tech partnerships are increasingly becoming critical in both offline and online retail eco systems. The ecommerce space in particular has seen the emergence of many partnerships in the area of customer reach and engagement. Online grocery brand BigBasket, for example, encountered significant hurdles in customer engagement. The brand partnered with 

MoEngage, a customer engagement platform to address some of these challenges. 

According to the company statement, one of its most critical challenges was ensuring that the appropriate consumers received relevant content via the appropriate channels promptly. Bridging the gap between the brand and customers through personalized content and effective distribution to optimize marketing ROI and efficient use of resources was vital.

According to the case study shared, BigBasket boosted deliverability from 65% to 85-90%. This means it significantly improved its ability to reach customers with the right messaging at the right time through the right channels.

BigBasket also adopted a personalized customer journey approach, to run hyper-personalized campaigns across push notifications and emails. 

Anand Bhaskaran, Head of Digital Marketing and Marketing Communications, BigBasket, said, speaking about it, “As a business, we usually run multiple campaigns simultaneously, often 20 or more. However, manually executing and analyzing these campaigns is time-consuming and inefficient. MoEngage has provided an automated solution, allowing us to enter campaign details and let the system do the rest. Previously, each campaign would have taken 45-60 minutes, but with MoEngage, we only need to spend 10-15 minutes uploading a catalog for all 28 campaigns, saving us approximately 28 hours. This demonstrates MoEngage’s capabilities as an intelligent and insights-led engagement partner.”

Yash Reddy, Chief Business Officer (APAC & EMEA), MoEngage, said, “BigBasket and MoEngage have been in partnership for over 4 years, and the journey has been phenomenal. As a partner, MoEngage has proven instrumental in providing great product innovation to BigBasket. Over the years, BigBasket has grown 20-25X, and MoEngage has scaled with the business seamlessly, cementing the partnership’s success.”

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