Campus Connect 2.

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Case Study Competition

Team TechGeeks
Juliet Bhandari (juliet.b@somaiya.edu)
Vishaka Nayal (vishakha.nayal@somaiya.edu)
Saili Narwankar (saili.n@somaiya.edu)
Hyper Local Digital Market

HLDM is a digital platform which functions as an aggregator of local retail businesses providing the user access to digitally purchase good/services from them

Local offline retailers and service providers got a new lease of life for their business ever since the advent and rise of hyperlocal platforms.
The USP of hyperlocal e-commerce businesses lies in their ability to deliver products and services at unbelievably fast speed

Pros Cons

Leveraging ad budget to target only your best Time Intensive/Tedious

leads
eCommerce + Brick Mortar Relevant Audience Shrinkage

Future-Proofing

Client Catering / Service Diversity

Problem Statement : Understanding HLDM model from the perspective of each of the stakeholders involved

The Customer Viewpoint The Merchant Viewpoint The Platform Viewpoint The Technology Viewpoint The Next Big Step
 COVID IMPACT DEMOGRAPHY
Shift to a more “STORE- LESS” attitude Preferred by young digital first families
More openness to buy from hyperlocal market Middle class gaining traction due to increasing income
place (less opted categories like perishables) Barrier in acceptance by geriatric

GEOGRAPHY
Delhi NCR and Bangalore lead
Metro cities show early traction
Higher acceptance rates in TIER 2 and 3 cities

TRUST FOR LOCAL

Due to service, post sales experience, emotional
connect, reliability, security, privacy concerns,
misleading advertising by online sellers etc

CONTACT-LESS EXPERIENCE
SAFETY FIRST mindset due to pandemic CUSTOMER VIEW POINT
Customer convenience due to elimination of venturing
out

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 Better outreach OMNI CHANNEL MARKETING
CONSUMER for the business
1 VISIBILITY Consumers are more likely to shop at retailers who offer online
due to online
shopping and have brick-and-mortar stores
listing
Retailers in India have also started to work on it eg Croma
Simplified and Local businesses need to leverage their geography and
2 LOGISTICS efficient delivery familiarity through omnichannel marketing
of goods Physical stores are also established to complement the online
sales and experience eg First Cry

The Merchant LOWER MARKETING Local people are

Viewpoint 3 FEAR OF GETTING LOST IN THE CROWD
COST already familiar

Big brands - Only applies to ecommerce and not to hyperlocal

Shorter delivery market place as customers are already familiar with business
QUICK REVENUES time, quick
4 Exclusive partnerships on platforms are deterrents to smaller
payments, lesser establishments
returns

Due to 24*7 HOW NON DIGITAL SHOPS STAND OUT

5 MORE CUSTOMERS buying and faster
delivery time Traditional retailers view their stores as competitive advantage
to connect with their customers and commonly emphasize on
the touch-and-feel experience of the products in-store

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The Platform Viewpoint
Business Model
Attracting Customers
Attracting Retail
Merchants
Business Channel
Geographies
Limitations based on
geographies
https://bstrategyhub.com/swiggy-business-model-how-does-swiggy-make-money/
Hyperlocal On-demand food delivery
 Fast deliveries & Live order tracking
 No minimum- order
 8 different payment methods (Digital Wallet,
Cards, COD)
 Swiggy Scheduled: pre-order food
No delivery personnel needed
Receive more orders
Swiggy Access: delivery- only kitchens
Mobile app (Android, IOS)
Websites
Digital marketing
500 cities and 75 universities in India
Lack of digital knowledge
Prefer to go out and eat
Hyperlocal Inventory-led Model
Same-day delivery
lucrative discounts
Bundling techniques
Smart Basket: Regular customers
‘Farm to Home’ Philosophy
Less wastage of unsold inventory
No delivery personnel needed
Advantages of online marketplace
Mobile app (Android, IOS)
Websites
In-Store Pickup
25 cities in India
Perishability challenge
Non-availability of personnel
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 The Technology Viewpoint

Leading technology providers

Official tools and SDK (software development kit) –
Xcode and Android Studio
Open-source frameworks
Facebook React Native
Google Flutter
Apache Cordova
Mobile application Mobile application Progressive Web Apps
Microsoft Xamarin
Customers Vendors (PWA)
Auto geolocation Sellers can add Online Store Website
detection of the multiple ship areas SAAS driven
customer and zip codes eCommerce Is Contactless Crucial? -Yes
Filtering products Sellers can framework Least involvement
everywhere on the edit/delete the ship Push notifications Health concious
site based on the location powered PWA Hectic Lifestyle
detected location Auto fetch the
Facility to change correct location of the Single technology provider
already specified vendor Growcer — A grocery software, Growcer,
location developed by FATbit Technologies is
Validation at providing both, a ready-to-launch website
checkout and mobile apps.
Limited by an absent technology
Cloud Kitchen: On the Go product
delivery

https://webkul.com/blog/hyperlocal-delivery-app/
https://medium.com/@akankshachandan/how-to-launch-a-grocery-hyperlocal-marketplace-platform-1037a43e6305 6
The Next Big Step : Customization

Vernacular: Leveraging the advantage of geography that hyperlocal provides , the

platform can make use of regional vernacular languages in addition to English. It will
make the experience user-friendly and create a unique space in minds of customers
AI, Voice recognition and Virtual assistants Make use of AI and provide virtual
assistants to visually impaired , geriatric and other segments. This will also help in
connecting to an untapped customer base
 One tap payment :Use of fingerprint sensor technology to provide ease in payments
for elderly and digitally challenged
360 degree view, augmented reality: Enable users to get the shopping experience

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Thank you