Content & Production

Guidelines
Contents

KPIs Workflow Content Creation

Understanding the KPIs
Assortment Gap

Formula Description

(In-stock - Excluded - In HFDB) Assortment gap is used to measure our assortment quantitatively. Low
Assortment Gap = _______________________________ number of assortment gap would indicate that HappyFresh carries
most of the products available in the market while high assortment
(In-stock - Excluded) gap would mean the contrary.

● In-stock: SKUs with in-stock status set as TRUE

● Excluded: SKUs that are not supposed to be on-boarded and
SKUs that are last updated more than 90 days prior to the
calculation Goals
● In HFDB: SKUs matched that are available in HappyFresh
database

At HappyFresh, we strive to provide the most thorough assortment for

our customers to choose from. If done correctly, assortment greatly
impacts to sales and growth. A clean and complete assortment will
encourage more customers to make a favourable purchase decision.

Useful Links
Assortment Gap Dashboard Missing Assortment
Productivity Dashboard Excluded SKUs
Missing Images

Formula Description

(In-stock SKUs with no images) Missing images rate determines whether the products sold on our
Missing Images = _______________________________ platform have images or not. Since HappyFresh is an online business,
product image is one of the most important factors for our customers
(In-stock SKUs) to visualize the product.

● In-stock: SKUs with in-stock status set as TRUE

● No Images: SKUs with no images tagged

Goals

Quality product images are a key driver of engagement, retention, and

overall customer lifetime value. Customers are first engaged by visual
elements which trigger them to stick around longer while exploring
our app/website. Having an assortment with high quality images will
greatly impact our customers to have a positive journey on the app.

Useful Links
SKUs with Missing Images List
Weekly Missing Images Rate
Dummy SKUs Usage

Formula Description

(SKUs replaced with Dummy SKUs) Dummy SKUs are sometimes used as replacements for OOS items if
Dummy SKUs = _______________________________ the desired SKUs aren’t available in HFDB. The quality of assortment
can be determined by looking at the dummy SKUs usage rate.
(SKUs replaced)

● Dummy SKUs: Internal SKUs used as replacement if the SKU

isn’t available in HFDB
● SKUs Replaced: Unique SKUs that are OOS and replaced by
the shopper Goals

There are certain factors that could drive up the usage of dummy SKUs
such as high assortment gap, incorrect pricing, and product
information accuracy. High dummy SKUs usage rate would prevent our
customers from re-ordering the same item while also limiting the
recommended products feature.

Useful Links
Dummy SKUs Usage Dashboard
Weekly Dummy SKUs Usage
ATC from Search

Formula Description

(Direct ATC from Search) Add to cart rate from search is used to measure the quality of our
Add to Cart Rate = ___________________________ search logic, synonyms, and product availability. ATC from search
directly contributes to >50% of our GMV which means users mainly opt
(# of Searches Performed) to browse our assortment using the search feature.

● ATC: Users who click add to cart on one of the items directly
from search
● # of Searches: Number of search queries recorded.
Goals

There are two ways for our users to add items to their cart, either
through searching specific keywords or browsing our categories. Some
key things that Content can do include having a thorough list of
synonyms, forming product name accordingly, and maintaining
assortment gap & missing images rate as low as possible to drive up
conversion.
Useful Links
Add to Cart from Search Dashboard
App Search (Synonyms)
Content Creation
Product Name
Introduction
Intro
Product name has everything to do with how people will perceive a
product. It is absolutely imperative that we take SEO (Search Engine
Optimization) into account when considering a product name along
with the search function. Putting the right kind of information in the
product name is crucial in order to boost visibility on our app.
Formula
Brand, Model/Series (Optional), Variant (Optional), Product Type
● Model/Series: Eg. Swiss Miss Classics Marshmallow Hot Cocoa
Mix
● Variant: Eg. Downy Parfum Collection Mystique Scent Booster
● Product Type: Eg. Johnson’s Top-to-Toe Hair & Body Baby
Wash
Rules
● Product name must be written in English
● Using title case is obligatory
● Words cannot be shortened (eg. slt >>> salt, slmn >>> salmon,
ygrt >>> yougrt, etc.)
● The type of product must be explicitly stated in the product
name (eg. Indomie Curry >>> Indomie Chicken Curry Instant
Soup Noodles)
● Some product types have their own naming conventions due
to their unique attributes & key selling points
● Product size shouldn’t be incorporated into the product name
(eg. 200 g, 1 kg, 500 ml, etc.)
● Each product name must have a maximum of 80 characters
(including brand), recommended is below 50
● Brand name shouldn’t be stated twice in the product name
Image Production
Introduction
Intro
Welcome to HappyFresh! This guideline will introduce our
photography style and expectations. First impressions can make or
break and our product images are at the top of that interaction. The
details are what separate HappyFresh from the other. We love product
images that are consistent so customers will have the best experience
browsing through our categories. We expect our photographers and
image retouchers to capture the details and treat each product in a
very special way.
Goals
Product image is the first thing that’s noticed by customers. It’s the
ultimate factor for customers to build confidence & trust. Clean &
professional product images work best to present our products to
customers. Our main goal is to display product images in a way that
resemble the actual product as close as possible so customers can get
a sense of what they will receive.
Philosophy
at first glance...
● Identify the product
● Distinguish from other similar
products
● Relate with the product
● Estimate how many or how much
they will get
at second glance...
● Presented with alternative images
from different angles
● Understand the packaging type of
the product
● Read the contents on the product
label
● Get crucial information on product
values
at third glance...
● Approximate the actual size of the
product
● Develop an idea of how the
product is to be used
● Turn interest into conversion
Technical Guidelines

Photographer Post-Pro

● Digital Camera (DSLR/Prosumer/Mirrorless) with minimum of 8 Size 1500 x 1500 pixels

x 10 inches (2400 x 3000 pixels) dimension capability.
● Proper lighting equipment, consisting a minimum of 2 strobe Format jpeg
lights or speed lights with soft boxes or umbrellas
● Lenses capable of high F number and high ISO are preferred Ratio 1:1
● Light tent or other kind of white backdrops to create high key
Quality 72 dpi
photography
● Adjustable tripod capable of at least 150 cm height
Background Pure White
● Adobe Lightroom or other post-processing software
Image Frame 90%

Number of Images At least 2

Colour Mode RGB/CMYK

Proper Examples

Natural colour Proper angle No artificial shadow Full frame Clean & eye-catching

Correct product Solid white Natural reflection

Balanced lighting 1:1 aspect ratio from glass/plastic
representation background
Incorrect Examples

Copyright marks Improper aspect ratio Unbalanced size Poor lighting Stretched

Coloured background Awkward orientation Artificial shadow Contains body parts Cut
 Product Size &
Packaging Information
Product Properties
Internal
Property Values Details/Description Notes
Name

For products with net mass/volume, the

Package Key parameter for the system to display number of
packaging_qty Numerical number should be identical to unit
Quantity sub-units.
pieces.

Count of sub-units, not the size of each

Unit Pieces unit_pieces Numerical Number of sub-units inside a pack (if it has any).
sub-unit.

For products with multiple sub-units, it’s

Size size_net Numerical Net mass/volume of EACH sub-unit inside a pack.
not the total mass/volume of the pack.

Liquid: L (>1 L), ml

Mass: kg (>1 kg), g
Unit unit Options An option chosen as a standard to measure an item.
Numerous: pieces, bundle, sheets
Singular: each

An option chosen to standardize each ordered

Natural Unit natural_unit Options Leave blank if item isn’t weighted.
quantity of a weighted item.

Average The average weight of each ordered quantity of a

avg_weight Numerical Leave blank if item isn’t weighted.
Weight weighted item.

Information for the system to apply the logic for

Weighted Item sell_natural TRUE or FALSE -
weighted items.
Liquid.

L ml

LITER MILLILITER

Used when size is equal or

Used when size is less than 1 liter.
greater than 1 liter.

Single unit pack Multi-unit pack

Package Quantity: 1 Package Quantity: 6

Unit Pieces: 1 Unit Pieces: 6
Size: 2 Size: 330
Unit: L Unit: ml

Sania Premium Palm These 2 units can only be used for volume-based products Bintang Pilsener Beer
Cooking Oil that are in liquid form. Multi-pack
Important
2L Examples: water, oil, shampoo, liquid detergent, milk 6 x 330 ml
Mass.

kg g

KILOGRAM GRAM

Used when size is equal or Used when size is less than 1

greater than 1 kilogram. kilogram.

Single unit pack Multi-unit pack

Package Quantity: 1 Package Quantity: 12

Unit Pieces: 1 Unit Pieces: 12
Size: 1 Size: 23
Unit: kg Unit: g

Bogasari Segitiga These 2 units can only be used for products with mass as Tomorion Custas Soft
Premium Wheat Flour their assigned unit. Cup Cake
Important
1 kg Examples: rice, flour, sugar, cookies, biscuits 12 x 23 g
MOQ
Definition
Product MOQ
Product Import
Max. order quantity at SKU level that can
only be triggered through product import or
CIF. If activated, the MOQ will be applied to
the SKU in any store that carries the
product.
Used to limit how many a product
can be purchased at once
Better control our logistics
(capacity, quality, pooling)
Also used to prevent fraudsters from
overbuying a particular SKU
No start & end date, it will be
applied as soon as it’s uploaded
MPQ
SIRIUS Promotion
Max. order quantity of a particular SKU
that's tied to internal promotion, triggered
through SIRIUS promotion upload page. If
activated, the promotion will only be
applied to the maximum quantity that's
been set.
Used for regular promotions from an
internal source
Will adjust to the range of date
that’s been set
Will not limit how many a product
can be purchased at once
Not applicable for BuyXGetY
promotions
Not applicable for store-based
promotions
Store MOQ
Product Catalog MOQ
Max. order quantity of a particular SKU
that's set at store level, triggered through
admin support page. If activated, the MOQ
will only be applied to the SKU in a specific
store that's been set.
Used to limit MOQ at store level
Will only be used to adjust MOQ of
BuyXGetY products
No start & end date, it will have to
be tracked manually
Usage will be limited going forward
due to the manual process
Case Study

A MOQ Details B

Product MOQ: 24 Product MOQ: 4

Store MOQ: - Store MOQ: -
MPQ: 2 MPQ: 6

Marigold 100%
KETTLE Brand Salt
Apple Juice
& Pepper Potato
Chips
1L
56 g

● Product A can be ordered up to 24 times in a single
order
● The MPQ will limit the promotion/discount for the
first 2 items, the discount will not be applied starting
from the 3rd item
● Product B can only be ordered 4 times per order
● Higher MPQ will not increase the actual MOQ, the
promotion/discount will only be applied for the first 4
items
Table
Product Type Form/Unit Total Size MOQ

<1L 8

1 to 2.5 L 6 1
2.5 to 4.9 L 4
Liquid A multi-unit pack product has more than one
5 to 6.9 L 3
identical sub-units in the pack.
7 to 9.9 L 2
● Liquid: Product that uses milliliter, centiliter,
> 10 L 1
Multi-unit or liter as its unit of measurement.
pack ● Mass: Product that uses milligram, gram, or
< 1 kg 8
kilogram as its unit measurement.
1 to 2.5 kg 6

2.5 to 4.9 kg 4
Mass
5 to 6.9 kg 3

7 to 9.9 kg 2

> 10 kg 1
 2

Product Type Form/Unit Total Size MOQ In this case, the referred multi-unit pack products
are counted in pieces (pcs).
<5 6

5 to 7 4 ● Rolls & Pads: Exclusively used for bulky

Rolls & Pads products such as toilet rolls, kitchen towels,
8 to 18 3
Multi-unit and baby & adult diapers.
pack ● Bundle & Hampers: Exclusively used for
> 18 2
internal cross-category bundled products
Cross-category 3 and special occasion hampers.
Bundle &
Hampers
Hampers 3
 Product Type Form/Unit Total Size MOQ

< 0.1 L 24

0.1 to 0.24 L 12

0.25 to 0.49 L 8

0.5 to 0.99 L 6 3
Liquid
1 to 2.4 L 4
A single-unit pack product does not have sub-units
2.5 to 4.9 L 3
inside the pack.
5 to 9.9 L 2
● Liquid: Product that uses milliliter, centiliter,
> 10 L 1
Single-unit pack
or liter as its unit of measurement.
< 0.1 kg 24 ● Mass: Product that uses milligram, gram, or
kilogram as its unit measurement.
0.1 to 0.24 kg 12

0.25 to 0.49 kg 8

0.5 to 0.99 kg 6
Mass
1 to 2.4 kg 4

2.5 to 4.9 kg 3

5 to 9.9 kg 2

> 10 kg 1
Product Type Form/Unit Total Size MOQ

Single 12
Fruits 4
Multi-unit 6

Single 16 A product is considered sensitive if it requires

Vegetables specific storage & handling that may prove to be
Multi-unit 8
difficult for our logistics to deliver when ordered in
Herbs Mixed 12 high quantity. It typically has shorter shelf life
compared to other packaged goods.
<6 4

6 to 9 3 ● Fruits: Any fresh fruits (weighted or packed)

in the fresh produce category.
Eggs 10 to 19 2
● Vegetables: Any fresh vegetables (weighted
> 20 1 or packed) in the fresh produce category.
Sensitive Items
● Herbs: Any fresh herbs (weighted or packed)
Single 30 in the fresh produce category.
Whole 3 ● Eggs: Any types of eggs (chicken, duck, or
Poultry quail).
Parts 6 ● Poultry: Any types of fresh poultry available
(whole & parts).
Meat Parts 6
● Meat: Any types of fresh meat.
Whole 3 ● Seafood: Any types of fresh seafood.
Seafood
● Ice Cream: Any types of frozen ice cream.
Parts 6

Cone, Stick &

6
Sandwich
Ice Cream
Tube 3

Multi-unit 3