Trouble shooting: Abandoned carts to abundant carts.

Case Study

Trouble shooting: Abandoned carts to abundant carts.

Our Role

Strategic consulting, digital campaigns, Meta ads, Google campaigns, on-ground activations, influencer collabs.

Metro cities in India have a significant working population from Kerala who often lack the time to cook or access to authentic Kerala cuisine.

Context

At the time of the brief Tasty Nibbles provides a packed, ready-to-eat fish curry range and veg curry range with an average per-pack price of Rs.120. The meals require simple heating, making them highly convenient.

Task assigned to Storygraphs

Despite its potential to cater to Malayalis with a busy lifestyle, on its e-commerce platform, the fraction of abandoned carts was quite high. High traffic to the website revealed high interest towards the fish curry in a can concept and their navigation patterns signalled willingness to sample. But at the checkout stage, a significant fraction had abandoned their orders. What pulled them back was the delivery charge of Rs.50, for an average ticket size of Rs.120.

Telling stories that sell

Rather than focusing on gratifications and discounts to abandoned cart owners, our approach was to increase the average ticket size thus crossing the barrier of delivery charges. The idea was to create combos with compelling stories. Like Achayan’s breakfast combo, samudra sadhya combo etc. The big break happened during Onam when we launched the combo with the most compelling story for Malayali’s- the sadhya pack. Tasty Nibbles Onam sadhya pack was priced at Rs. 999 and was a bundle of existing products and a few new products. This was promoted through meta and Google campaigns, on-ground activations, and influencer content across regions with a high-working Malayali population. The Sadhya Pack 2022 was sold out in just 10 days.

Achievements unleashed:

Increase in conversion rate

0 %

Increase in return customer rate

0 %

Increase in AOV

0 %

Increase in total orders

0 x

Case Study