When Data Speaks: Consumer Trends to Watch Out for
Progressive Grocer|February 2020
Among the many distinguished speakers at the India Food Forum 2020 was Kishore Kumar, head of business intelligence and bb Accelerate at BigBasket. Analysing the data from more than 12 million registered consumers at Bigbasket, one of the largest e-grocers in the country, Kumar went on to shed light on some of the most fascinating aspects of buyers’ behaviour.
June Banerjee
When Data Speaks: Consumer Trends to Watch Out for

We live in the age of data. With informatics making impressive leaps and bounds, we can put it to good use for making smarter business decisions and expanding our horizons. At Bigbasket, we have looked at the freshest data on consumers, business variables, and product categories, to name a few, to get a peek into the minds of the modern-day consumer and the factors driving their purchase decisions. Data keeps growing, so why not take its help to solve at the age-old query on every retailers’s mind: what do consumers want?

Brand intelligence and bb Accelerate

Kumar walked the audience through the inner workings of brand intelligence and the bb Accelerate. Here are just a few areas that brand intelligence covers, working with larger CPG players like Nestlé, GSK, PepsiCo, and Coke, to name a few.

Brand reporting: tracking brand performance across cities, households, consumptions, brand affinity and loyalty, and helping in cross-promotions based on the data

Category reporting: analysing performance and gaps across different categories

Brand mapping: providing zip-code and locality specific data for various brands

A/B testing: real-time performance analysis for specified factors

Net gain/loss of households: spotting total gain or loss of households across cities and areas and placing apt promotional plans for the same

Targeted campaigns: providing the blueprint for target audience marketing campaigns using data shared by consumers, such as households with kids or diabetic patients

Click-stream studies: analysing the consumer’s online journey and mapping purchasing activities

This story is from the February 2020 edition of Progressive Grocer.

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This story is from the February 2020 edition of Progressive Grocer.

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