What is QCommerce - Pandora?
It's a service that allows users to order goods and groceries from our very own darkstores, or from any of our shop partners. All delivered in less than 30 minutes - hence the term Quick Commerce.
foodpanda operates in 11 markets in Asia (Singapore, Hong Kong, Thailand, Malaysia, Pakistan, Taiwan, Philippines, Bangladesh, Laos, Cambodia, and Myanmar), and foodora operates in 8 markets in Europe (Austria, Czechia, Denmark, Finland, Hungary, Norway, Slovakia and Sweden).
Background
Although QCommerce reorder flow usage across Pandora is low, our data indicates a user tendency to reorder the same items from the same vendor. Additionally, we discovered that users are less likely to click on the previous QCommerce order in 'My Orders,' which serves as the sole entry point to view the customer's past purchases.
OKR
Objective: Drive sustainable growth
Key Result: Increase % of Active customers
Existing data
The reorder component for QCommerce within 'My Orders' exhibits a low click-through rate (CTR), averaging only 1.1% across Android and iOS platforms. This was derived from data collected between August 6 and August 16, 2021.
Further data analysis revealed the following insights:
📝 79% made an order with the same vendor within the same session
📝 60% users edited their cart manually, after adding items through Reorder Flow
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10% added more items, while 13% adjusted existing items in their cart.
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16% opted for entirely new items instead of reordering.
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21% chose to shop with a different vendor, possibly driven by a desire for additional items not offered by the 'reorder vendor' or finding better prices elsewhere.
🔴 54% is not covered by the current reorder experience we have
⚪️ 46% is covered by the current reorder experience we have
Frequency of items reordered (APAC)
-In Myanmar, ~75% of SKUs are reordered by the same users within a week.
-Across APAC, more than 50% of reorders occur within a month, highlighting the significance of having this feature.
Type of categories reordered
An analysis of reordered categories in APAC revealed the following top four categories, based on average monthly customer preferences:
1. Beverages,
2. Staples,
3. Water,
4. Alcohol
Desk Research
Target Customer Segment
These are the primary segments of customers for ordering experience.
Enhancing the experience of reordering is a feature that would appeal to all customer segments.
Hypothesis
Low usage may stem from:
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Limited awareness of the Reorder component, either because users are unaware they can reorder QCommerce orders or struggle to locate them in the 'My Orders' screen.
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The reorder component may not effectively encourage users to explore its functionalities
How Might We
Prioritization Matrix
Feasibility vs. desirability matrix to help prioritize the initiatives and ideas for Reorder.
Following the priority matrix, our focus areas include:
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Enhancing accessibility through additional entry points for reordering, with a specific emphasis on increasing the component's visibility.
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Enhancing information within the reorder component.
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Allowing users to transition directly from the reorder component to the store, not cart.
Final exploration
Final component
Design Ideation
1. Reorder Entry Point
Shops Listing Page (SLP) -> Co-creation activity
n=6 (Participants from Internal panel -- non-Foodpanda users)
All the six participants were asked to design their own Shops Listing Page with components that we provided.
2. Reorder component
Existing component audit
Exploration
Final Exploration
3. Enabling users to go to Shop Detail Page, as opposed to going straight to Cart page
Existing User Flow
New User Flow
By adding the features we are trying to develop, we are mitigating the pain points that the users encounter in real-life situation.
User Validation
Unmoderated test on UsabilityHub
n=20 in Pandora's top performing countries within EU & APAC (Sweden, Singapore, Norway, Malaysia)
Key Learnings
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Majority of the users understood:
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Overall reorder component (18 out of 20 people -> 90%)
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Few users (10%) struggled to understand the meaning behind the overall component due to not reading the scenario clearly, and due to focusing on the discounts part.
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Based on the degree of importance, these are the parts ranked (from most -> least):
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1. Previous order date
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2. Store name & logo
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3. Store offers
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4. Delivery time & fee
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5. Previous total price
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6. Previous items bought
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Impact of the Design
1. New Reorder component
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With the reorder component on Shops Listing Page, 30.29% sessions which loaded Shops Listing Page clicked into the Reorder swimlane.
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67.8% sessions who clicked into Reorder swimlane loaded the reorder bottomsheet
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15.3% sessions which loaded the reorder bottomsheet accepted the reorder bottomsheet by clicking “Add items to cart” CTA while the remaining 84.7% of sessions clicked “Back” CTA
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58.6% sessions converted to a transaction after accepting the “Add items to cart” CTA
2. New Bottom sheet flow
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With the reorder bottom sheet flow, there's statistically significant increase in Average Basket Value (ABV) & mCVR4.
Further Improvement
1. Improvement to the bottom sheet
(to face Out of Stock items.)
After the Central team works on improving the recommendation system, we should be able to recommend similar items in case of out of stock, to reduce customer churn rate and encourage discovery of a store's assortment.
Status: In backlog
2. Adding entry point to Reorder on Cart page
By adding the previously purchased section, we increase the likelihood of users adding relevant items to their cart. This leads to an increase in the average basket value (ABV).
Experiment result
↑ 3.96% increase in Cart to Checkout rate
↑ 3.18% increase in Shops ABV
Status: Live
3. Personalized Contextual Trigger
Building personalized trigger will hopefully help increase the intent of users to make an action even if they had not initially planned on shopping before, through CRM notification.
This should be tailored to a user's past purchase habit -- weekly, biweekly, or monthly basis.
Status: In backlog
