Overview
WonderMart is a B2C grocery app that helps consumers order groceries with next-day delivery. Our key focus is getting the price right. Backed by a smart pricing algorithm and the strong supply chain of our parent company, Udaan, we ensure the best prices in the market along with reliable, on-time delivery.
What are we trying to solve
Even with a healthy flow of customer orders, we faced key challenges around customer acquisition cost, retention, repeat purchases, and product discovery. The goal is to solve these challenges to keep customers coming back to WonderMart for their everyday grocery needs.
How do the number stack up?
CAC stand at ₹1000, as on Jan 2023
Return to origin stands (RTO) at 12%
Referrals stood at 4.22%
Repeats stood at 22%
How did we solve them?
Our product, design, category and engineering teams came together to brainstorm ideas and study successful practices from other brands in the market. From the many ideas generated, we shortlisted a few with the potential to move the needle and deliver quick wins.
Shortlisted Ideas
Scratch cards
WoW Wednesdays | WonderMart Wednesdays
Cart page recommendations - Steal Deals
Self Help Bots
Re-positioning WonderMart
Stories on homepage
Scratch Cards
Scratch cards were introduced to drive repeats & engagements. Scratch cards were offered on
SignUp
Referrals
WonderCircle (Group buying)
WoW Wednesdays
We introduced WoW Wednesdays to boost mid-week orders by encouraging customers to shop on Wednesdays instead of waiting for the weekend. The idea was to position Wednesdays as WonderMart Wednesdays, creating a habit loop that brings customers back to the app mid-week for exclusive deals and offers.
Impact of WoW Wednesdays
2x
Introducing WoW Wednesdays led to a 2x spike in orders, followed by a higher user baseline the next week, and a 2x increase in repeat purchase rates.
Cart Recommendations
Impact of cart recommendations
Contributed to 12.91% of A2C, Of that Quick picks attributes to 8.99% of A2C
Self Help Bots
Our average resolution rate improved significantly, rising from around 10% in May 2024 to 22.34% in June 2024, and further climbing to 53.88% in July 2024.
Wonder Stories
As the name suggests, Stories was inspired by Instagram. I led the entire concept from the design side—shaping the structure, use cases, and positioning Stories as a key driver to boost orders and repeat purchases and improve discovery. WonderMart was the first in the market to introduce the Stories feature, which later inspired other players like Blinkit, Zepto, and others to follow suit.
Impact
It is our top performing property on the homepage, with CTR of about 20%.
Brand Re-positioning
Since WonderMart more price perception driven, it was important to emphasize, that we offer the Lowest Prices.Always.
Sharing the success story at Quarterly Townhall
