Swiggy’s ‘Swiggy-Piggy: Deals and Steals’ Feature — Math for Munchies!

Problem Statement: You are the product manager for Swiggy “Offers and Benefits” feature on the cart screen. How will you measure the success of this feature?

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In order to grasp the metrics necessary for assessing success, it is crucial to understand the purpose behind them and the ultimate objective of this particular aspect.

1. This section aims to assist users in saving money by utilizing functional coupon codes, which can be applied to reduce the final order price.
2. It contributes to boosting the company’s order completion rate, as users are more likely to finalize their orders when they discover relevant coupon codes offering better discounts compared to competitors.
3. Additionally, it helps attract more consumers to the platform, thereby increasing the platform’s overall appeal.
4. Moreover, different banks have the opportunity to collaborate with the platform to promote their card services by offering specific card-related discounts. This partnership benefits Swiggy by generating revenue through advertisement of these offers, while simultaneously informing people about the advantages of using those particular bank cards.

The Importance of Measuring Feature Success

1. Utilizing Data for Informed Decisions: Through the measurement of feature performance, we can base our decisions on data, enabling us to enhance and optimize the feature to better cater to our customers’ requirements.
2. Efficient Resource Allocation: Measuring feature success allows us to allocate resources efficiently. We can concentrate on the most successful aspects of the feature while discontinuing those that do not perform well.
3. Enhancing Customer Satisfaction: The ultimate objective of the feature is to deliver value to customers and enhance their satisfaction with the Swiggy platform. Measuring feature success helps us gauge whether the feature meets customer needs and expectations.
4. Gaining a Competitive Edge: Measuring feature success aids Swiggy in maintaining a competitive advantage in the competitive food delivery market. By consistently improving the feature, we can differentiate ourselves from other food delivery services, attracting and retaining more customers.

To measure the success of the “Offers and Benefits” feature, we can track the following metrics:

North Star Metric

The primary metric that will serve as our guiding measure is the order completion rate following visits to the offers page. This metric takes into account scenarios where certain offers require a minimum order value, and if users cannot find food within that price range or if the price is too expensive, they may abandon the platform. This not only impacts the order completion value but also diminishes the overall retention rate.

Secondary Metric

Retention Rate: Evaluating the customer retention rate after implementing specific offers in the application is crucial. This analysis helps us understand the importance of this feature and assess the number of orders received based on applied offers. Furthermore, it provides valuable data when banks approach us for card offers, showcasing the potential retention benefits they can expect.

Order Value: Assessing whether this section effectively contributes to increasing the order value is essential. By understanding user preferences through this metric, we can generate targeted offers to achieve the desired outcomes and tailor our strategies accordingly.

Customer Satisfaction: Gauging customer satisfaction is vital to determine their level of happiness with our offers. This metric enables us to identify the usefulness of the offers and address pain points effectively. Implementing a feedback process at the end of each offer, such as rating the ordering food experience, applying the offer, and payment experience, provides valuable insights to enhance customer satisfaction.

Guard Rail Metric

Mitigating Order Cancellations: It is crucial to avoid an increase in order cancellations resulting from irrelevant offers being presented to customers. This proactive approach is necessary to prevent a decline in revenue generation for the company and ensure customer satisfaction.

Preserving Profit Margin: When implementing offers, it is essential to ensure that they are designed in a manner that does not compromise the fundamental profit margin of each order. This aspect holds paramount importance as our primary objective is to increase revenue for the company.