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blinkit case study

Blinkit has achieved success through a focus on speed, offering 10-minute grocery deliveries from partner stores located within 2 km of customers, and a wide selection of products. The company has diversified its services, introduced convenient ordering options, and maintained competitive pricing, which has contributed to its growth and customer satisfaction. Additionally, Blinkit's strong marketing efforts and engagement with sellers have positioned it as a leading player in the quick commerce market.

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R K Singh
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23 views

blinkit case study

Blinkit has achieved success through a focus on speed, offering 10-minute grocery deliveries from partner stores located within 2 km of customers, and a wide selection of products. The company has diversified its services, introduced convenient ordering options, and maintained competitive pricing, which has contributed to its growth and customer satisfaction. Additionally, Blinkit's strong marketing efforts and engagement with sellers have positioned it as a leading player in the quick commerce market.

Uploaded by

R K Singh
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Success Secrets of Blinkit

Business
Several factors have contributed to Blinkit’s success. These include

1. A strong focus on speed:

 While clarifying how Blinkit makes its 10-minute delivery possible,


The Company has its partner stores within 2 km of the customers,
which is a big plus.

 The company has more than 60 partner stores in Delhi and has
grown to over 30 partner stores in Gurgaon already, along with an
adequate number of partner stores also in other serviceable cities
like Mumbai, Kolkata, Bengaluru, etc.

 The stores are so densely located that 90% of the orders can be
delivered by Blinkit easily within 15 minutes even if the drivers drove
at 10 km/hr.

 . Moreover, the in-store planning and management of Blinkit,


empowered by advanced technologies, are so organized now
that they can pack their orders within 3 minutes of receiving the
order.

 The riders of Blinkit are "not (dis) incentivized to deliver orders fast.
They do it at their own pace and rhythm", said Dhindsa. The founder
concluded by citing the last 2 months' data since they started the 10-
minute grocery delivery process and claimed that Blinkit;s has seen
no reported rider accidents.

2. A Wide Selection Of Products:

 From cabbage to caps: Inside Blinkit’s game plan to deliver


anything.

 Blinkit offers a wide selection of products, including groceries,


snacks, beverages, and personal care items. This gives
customers a one-stop shop for all their need them.
 In a few parts of Delhi-NCR in August, 2022, Blinkit has begun
offering printed services at your door in just 11 minutes. For black
and white printouts, there will be a fee of Rs 9, and for colourful
copies, there will be a fee of Rs 19.

3. Business growth through service diversification:

Blinkit’s is also pushing business growth through service


diversification. The platform is now venturing into Urban Company-
like at-home handyman services, starting with electricians,
plumbers and specialists in AC repair.

4. Convenient Ordering And Delivery Options:

 Blinkit offers a variety of ordering and delivery options,


including online ordering, in-app ordering, and voice ordering.
This makes it easy for customers to get the products they need
when they need them.

 Blinkit has announced the opening of their first "silent" store in Laxmi
Nagar in East Delhi in October, 2022. This store is unique since it is
run by 20 people with special needs who are unable to hear or talk.
The startup's goal in making this change is to make its systems
more "inclusive and accessible."

 Blinkit Emerged As the Top Customer Service Provider

According to a consumer sentiment analysis by Inc42 and Clootrack,


customer service is among the topmost criteria for choosing any
grocery delivery service. Surprisingly, none of the top quick
commerce players could score well on that account.

On a scale of 1 to 10, where 1 is the lowest and 10 means the best


customer experience, Blinkit topped the ranking with 2.4 and Swiggy
Instamart was bottom with 0.5. Other major deciding factors include
app functionality, simple return and refund policies, delivery partners’
behaviour and ease of order cancellation.
User satisfaction scale for customer service
3

2.5

1.5

0.5

0
Customer sevice and
customer sentimate score(0
to10) Blinkit Zepto Dunzo Swiggy Instant

Note: The analysis is based on 32k+ User reviews on the app


store and Google play store.

 Blinkit saw a maximum spike in app downloads in October, probably


due to the festive frenzy. Compared to the previous month
(September), it recorded a 62% increase, while Zepto downloads
flatlined and Dunzo plunged.
5. Affordable Prices:

 Blinkit offers competitive prices on its products. This makes it a more


affordable option for customers than traditional grocery stores.

 Blinkit targeted the most hyped pain point of the customers – time-
saving, instant deliveries with minimal extra delivery costs.

 “Blinkit does daily POs because of which their working capital


requirement is the lowest. They don't keep too much inventory.
They’re probably losing some opportunities which I don't think they
mind, seeing their bottom line and growth,” Moolayil explained.

 While shipping supplies to warehouses across the country on a daily


basis can be a pain for brands, it helps Blinkit be nimble in stocking
up inventory in lockstep with demand patterns and have better control
over its finances which is crucial as quick commerce companies work
on take rates from each consumer order

6. Deploying the charm offensive

 A founder, who is a top seller on Amazon and Blinkit, said there is


a remarkable difference in the way the two companies treat their
sellers. He said that the engagement with the Amazon account
management team is purely formal where the two parties mostly
meet when something needs to be addressed and the meeting
ends after.

 “But Blinkit has broken that in its typical flamboyant Delhi style of
doing things. Blinkit has already called its sellers twice for a dinner
party with Mr Dhindsa (referring to Blinkit CEO Albinder Dhindsa)
in the past year. At the party in Delhi, Mr Dhindsa asked his sellers
what the problems were and how Blinkit could solve them. Overall,
they’re more accessible to us sellers,” the founder said, requesting
anonymity as he does not want to burn bridges with other
companies.

 While Blinkit has been doing this since at least January or


February 2023, competitors like Swiggy Instamart hosted a similar
gathering only around November or December last year. The
founder said he can’t recall a similar arrangement from Zepto’s
side, at least for him.

 Another differentiator that has helped Blinkit is the company’s


practice of providing sellers with early intelligence on what things
will sell better on certain festive days.

 “Last month, during Sankranti/Lohri, Blinkit had informed us much


earlier that sesame-based products would go through the roof so
we were able to manage inventory and demand very well. Not that
others aren't planning engagement well, but as of now, in our
category, Blinkit has an edge and probably the first-mover
advantage,” a founder of a snacks company said while underlining
Blinkit’s control over hyperlocal events.
 The founder added that the company will do the same for Holi,
slated for the second half of March.

7. A Strong Marketing Campaign:

 Blinkit has invested heavily in marketing to raise awareness of


its brand and services. This has helped the company to attract
a large number of customers.

 Blinkit is a well-run company with a robust business model. The


company is well-positioned to continue to grow in the coming
years.

Conclusion:

Blinkit has established its presence as the fastest grocery-delivering


service provider in merely under 10 minutes. The company’s elevating
success graph has made it one of the significant players in the market.
The robust Blinkit business model is the key to this e-commerce’s
success. Key elements from Blinkit business model that have helped
with holistic presence and easy customer attention are convenience,
speed, affordability, and scalability.

Suppose you also have a strong business idea or have an existing


profitable plan. In that case, Rahul Malodia, the rewarded business
coach with 5+ years of experience, will help you with easy scalability
and smooth business operations, ensuring long-term professional
success for business owners.

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