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Meesho is India’s fastest-growing e-commerce company. To date, Meesho has delivered orders from 100K+ registered suppliers to over 27,000 pin codes in more than 5,000 cities and towns. Valued at almost $5B and with 100M+ downloads on the Play Store, Meesho is redefining commerce in India.
Before Plotline, the SuperStore team at Meesho found it challenging to uncover insights from their user base.
- They would cold call a set of users to understand why they dropped off, or to learn about their order experience. To speak to 5 users, they would have to call 20
- SMS and Whatsapp surveys would get less than 1-2% response rates
It was challenging to make product and operational decisions with statistically insignificant data sets and biases in prioritization would creep in.
Getting started with Plotline
Within a month of integration, Meesho’s SuperStore team configured 30+ targeted surveys to collect feedback on specific products and to check overall NPS. On simple surveys, they received up to a 30% response rate from their customers in-the-moment.
Even multi-step surveys would receive up to a 10% response rate. Here’s how they used Plotline.
Quality checks on grocery products
Meesho Superstore runs a grocery vertical which has 2 subcategories:
Fresh products. These typically have a 1-2 day shelf life. For these products, quality perception in the mind of consumers is very important. Ordering online has the disadvantage of not getting the feel of the produce that you’ll be getting.
Staples. This includes branded and unbranded (or regionally branded) products. Consumers typically have doubts about the quality of unbranded/regionally branded products.
The Superstore team set out to understand via NPS how their customers found the quality of fresh and unbranded staple products, as this becomes a major point of differentiation in grocery e-commerce.
- They were able to gather targeted feedback on each product like Atta, Oil and Vegetables, from their customers. This helped them improve the quality of products offered on their platform
- They also saw that “Missing items” came out as a key pain point with many users. This insight helped them improve their operational processes
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Perception of free home delivery
The team also wanted to understand their users’ perceptions about delivery on Superstore. Do their customers understand when free delivery is applicable, how they learnt about it, etc. A quick survey was spun up, and 1000+ responses later, the team was able to validate their hypothesis. The team could clearly see which channels have been working best for communicating with their users about their product.
