ADHYAYAN

ANALYSING THE SUPPLY CHAIN OF BECHU APP

TEAM NAME – PRAYAS

TEAM MEMBERS –SRISHTI BANSAL, RISHIT ARYA, HARSH SINGHAL

INTRODUCTION
Bechu is an online food delivery app based in Varanasi and it faced declined in conversion from march’20. This solution
to the case study finds out the major problems in the supply chain and its potential solution.

PERCENTAGE DROP AT DIFFERENT STEPS

We calculated the relative percentage drop at every step so that we can prioritize the major segments with
max number of users dropping.

The major drop is observed between checkout view – order placed step and between restaurant view - item view
step.

USER JOURNEY
We analysed the user journey step by step and found some bottlenecks at every step which could be the potential
causes of a costumer dropping out from the app.
INITIATIVES TAKEN TO IMPROVE SUPPLY CHAIN: -
• IMPROVED SEARCH ACCORDING TO THE DEMAND OF USER

In the app, the user only gets to choose between the restaurants. If he/she wants to search for a particular
food item they have to surf through every restaurant's menu and search the which costs a lot of their time. So,
we suggested an additional option where they would be given a choice to whether search through the foods
or through the restaurants. It will give them multiple options and save their time.

• INCREASING BASKET SIZE AND ORDER SCHEDULING

The major drops off due to delivery charges can be reduced if we can increase average basket size of an
individual. We can do this by giving them suggestions for combos based on previous user history and type of
orders. Also giving them options for coupon codes which would be applicable if they increase their grand
total. Yet another essential feature is to schedule order, the convenience of ordering food, and getting it
delivered at the right time, make the feature a must have, with the covid 19 situation, getting contactless
delivery can be a benefit.

• OFFERING PRODUCT DETAILS AND ITS SPECIALITY AND SOME EXCITING OFFERS
Instead of just giving the food image and name in the menu we should add the product details about what it
contains to give customers a clarity. Another feature that we can add is to add the specialty of the dish (if it is
a bestseller or what makes it different from the rest) and also mention the offer discounts then and there so
that the customer is attracted towards buying it.

PRIORITY ACCORDING TO US
The major flaw in the app is the process in which a user undergoes so much for finding the right order. If the users
face any kind of difficulty in the starting, he wouldn't be motivated towards moving to the next step. But even if
he does there are high chances of him dropping off even if he faces the slightest bit of problems eventually
creating a bad impression of the app in his mind. This is the second step which also happens to be the most
crucial factor in determining the customer retention. From the data given it is evident that 23% users drop off
after this step due to which the rest of the app remains unexplored. Hence the reason why are we prioritizing this
feature.