Diksha Seth’s Post

What makes Blinkit’s AOV 29% higher than Swiggy Instamart’s in Q2? Could the design and structure of their Product Display Pages (PDPs) be a contributing factor, even if just one piece of the puzzle? Attaching a snapshot of the PDP for one of our SKUs, Cello Butterflow Classic Gel/Ball Pen, for comparison across the top three QC platforms. Here’s what caught my eye: • Blinkit: The only platform out of the 3 that features customer star ratings (though reviews are still missing). Ratings build trust and help shoppers make quick, informed & confident decisions. Additionally, Blinkit has multiple other sections in PDP like: - Similar Products - Top Products in this Category - Brands in this Category - People Also Bought • Swiggy Instamart: Surprisingly lacks both star ratings and cross-selling sections in the PDP, leaving untapped potential for upselling, cross-selling & boosting basket size and AOV (Average Order Value). Some stats now - Blinkit’s AOV was ₹660, a whopping 29.4% higher than Swiggy Instamart’s ₹510 in the last quarter (Q2 2024-25)!! The impact reflects in Blinkit’s much better adjusted EBITDA metrics as well. Undoubtedly, there are many other factors at play affecting the AOVs & EBITDAs like Selection, Pricing & Audience mix, but PDP Design, though generally overlooked, also seems to be one of the reasons. • Zepto: No customer ratings available yet in the PDP. Basic cross-selling sections are available though like View All Products by Brand, Similar Products, and You Might Also Like. Limited data available on their financial metrics, hence no comments! The takeaway? Seemingly minor UI elements like ratings, and cross-selling features can drive competitive advantages, higher AOV, and better profitability. Is Swiggy Instamart leaving money on the table? Sriharsha M. #QuickCommerce #PDPDesign #EcommerceInsights #CustomerExperience #CXOptimization #FMCGLeadership

Interesting too see why Blinkit is leading a bit in AOV (average order value) as compared to Swiggy Zepto #swiggy #blinkit #zomato #zepto

Blinkit’s PDPs are doing what Swiggy Instamart’s aren’t—building trust and boosting basket sizes. Features like customer ratings and smart cross-selling sections (e.g., Similar Products and People Also Bought) helped drive Blinkit’s AOV to ₹660, a striking 29% higher than Instamart’s ₹510 in Q2. Instamart’s stripped-down PDPs, lacking both ratings and upselling options, miss a critical opportunity to engage users and increase profitability. With PDP design proving to be a quiet but powerful revenue lever, it’s time for Instamart to step up its game. A reminder that PDP design isn’t just about aesthetics; it’s about driving results.

In a landscape dominated by giants like Swiggy vs Zomato or Uber vs Ola, understanding the underlying psychology driving user decisions becomes paramount for any business aiming to carve its niche. All decisions are emotional. Despite our inclination to believe otherwise, our choices are often influenced by subconscious biases, both universal and individual. These biases serve as emotional drivers, subtly nudging us towards certain decisions while blocking others. Whether it's the scarcity principle, social proof, or authority bias, each plays a pivotal role in shaping user behavior and, consequently, the success of digital platforms. For instance, the scarcity principle triggers our innate desire for what's limited, urging us to act swiftly before opportunities vanish. Social proof, on the other hand, harnesses our tendency to align with others' actions, guiding our choices based on perceived safety and quality. Meanwhile, the authority bias instills trust and credibility, compelling us to heed the recommendations of perceived experts or authoritative figures. As digital marketers, we must embrace these principles ethically, leveraging them not to exploit but to empower conscious decision-making and mindful consumption. By integrating scarcity, social proof, and authority into our digital interfaces strategically, we can enhance user experiences, drive conversions, and foster brand loyalty. In today's hyper-competitive digital landscape, merely offering convenience is no longer sufficient. Brands must delve deeper, tapping into the psychology of behavior and motivation to create compelling digital experiences that resonate with users on an emotional level. By doing so, we not only elevate our brands but also forge genuine connections with our audience, laying the foundation for sustainable growth and success. #DigitalMarketing #UserExperience #BrandStrategy #PsychologyInDesign #EthicalMarketing

Swiggy Instamart’s success comes from a hyperlocal delivery model, personalized offers, relatable ad campaigns, and seamless app experience. They focus on speed, making them a go-to for last-minute needs. Key Lessons for Other Brands: 1 - Prioritize Speed and Convenience: Instant delivery appeals to modern consumers. 2 - Use Local Partnerships: Localize your approach to improve service speed. 3 - Engage with Relatable Marketing: Campaigns that reflect everyday scenarios can build stronger connections. 4 - Leverage Data: Tailor promotions and offerings to customer preferences for higher engagement. 5 - Cross-Promote: Use existing customer bases to introduce new services or products. Other brands can learn from Swiggy Instamart to: 1 - Prioritize Fast Delivery: Meet customer demand for instant access. 2 - Use Data for Personalization: Tailor offers customer preferences. 3 - Create Relatable Marketing: Engage audiences with humor and familiar scenarios. 4 - Go Hyperlocal: Partner with local stores to enhance speed. 5 - Cross-Promote: Use existing services to boost new ones.

Why useful features need strategic visibility.

This ad by Swiggy on Sunday drew mixed responses on LinkedIn. There was a section which felt it was a very creative use of print with the surprise baloon and quirky copy. While another section felt otherwise, even pointing out that the whole baloon thing wasn’t ecofriendly. (Thinking aloud print itself as a medium isn’t really ecofriendly) A large section of commenters were certainly consumers of foodtech app in general and many possibly were Swiggy customers too. But the commentary was with a marketers hat on and not necessarily a customers hat. Personally full points for creativity to Swiggy. Kudos Mayur, Ashwath and team. As an individual customer I might not have been thrilled by this offer, clearly I am quite happy with Zomato Gold. I don’t even get a newspaper at home so, clearly not the TG. However that doesn’t discount out millions of propspective eye balls the ad got plus the lakhs of scan the QR code got to unlock the offer Swiggy had to offer. All the chatter around the ad would have only accentuated the reach and engagement for the brand. Coupan codes & discounts are quite a big draw in digital commerce. And here a brand used a worthy occasion to get a few more users to transact on their app through this ad and get many talking. Exactly what the marketing team intended to achieve. Although I’m very interested to learn more about the number of QR scans the print ad got and ratio of conversion to transaction. On that note happy 10th budday Swiggy! #advertising #branding #marketing #print #digital #strategy

"Marketing magic happens when creativity meets strategy, as seen in Swiggy's ingenious 'Baap' menu campaign." Insights: - Innovative marketing is born at the intersection of creativity and strategy. - Swiggy's 'Baap' menu showcases the power of bold thinking in e-commerce marketing. - Brands can spark marketing magic by combining creative ideas with strategic execution. - Effective marketing campaigns like Swiggy's inspire and delight audiences, leaving a lasting impact. "Wishing all amazing dads a Happy Father's Day! May your day be as special as Swiggy's marketing strategy". Swiggy #Thoughts #Ideas #Creativity #MarketingCommunications #HappyFathersDay

Swiggy Instamart is on a roll! Not just with their ads, but also features. If you’re anything like me, you know the struggle of trying to keep everything in check while remembering to pick up essentials. 😮💨 Enter Swiggy Instamart’s new list feature, and WOW — it’s like they knew exactly what we needed! I can now just say items out loud, scan a list I scribbled somewhere, or type it straight in — done in seconds! 😌 This isn’t just a feature; it’s a lifesaver for anyone who’s constantly on the go. They’ve thought about how we really use tech and built it to work with us. For anyone who’s tired of typing out grocery lists one item at a time, Trust me, this is a game-changer. It’s a real breath of fresh air in the grocery shopping world. Thank you, Swiggy Instamart, for looking out for the busy ones! #Swiggy #Marketing #Ads

POV: The crème de la crème — #humor in marketing Have you seen Swiggy Instamart's latest ad campaign? It literally does what it says! Through a tactful mix-up between “groom” and “broom,” the campaign turns a simple household item into a hilarious plot twist that’s hard to forget. It’s not just about selling products; it’s about creating a memorable experience that resonates with everyday life. Humor is a potent tool in marketing, — breaking down barriers, stealing attention, and leaving a lasting impact. Amid the swarm of ads, Swiggy #Instamart’s light-hearted approach shines through, making us smile while subtly emphasizing its ease and dependability. Who doesn't value a good laugh! This campaign does more than just entertain — it fosters a #real connection. A reminder that sometimes, humor is all it takes to win hearts and inspire brand loyalty. Kudos to Swiggy and its super Creative Design Team! #MarketingMagic #HumorInAdvertising #SwiggyInstamart #swiggy #EmotionalConnection #BrandLoyalty #ConsumerEngagement (Video source: Swiggy India YouTube)