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Grofers: The Future Of On-demand Logistics

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logoGrofers is an on-demand delivery service that connects consumers with local merchants in the neighbourhood. Grofers offers a wide assortment of groceries, bakery items, fresh fruits & vegetables, personal care and baby care products, pet care items, electronic accessories and much more. Users can order through the app and get everything delivered to their doorstep with promised delivery in 90 minutes

Grofers was founded on December 27, 2013 by two IIT Graduates Saurabh Kumar and Albinder Dhindsa

Grofers started its operations with Delhi NCR and currently operates in a total of 10 cities: Ahmedabad, Bengaluru, Chennai, Delhi NCR, Hyderabad, Jaipur, Kolkata, Lucknow, Mumbai, and Pune.

Grofers has raised $45.5 Million after 3 rounds of funding:

  1. Seed Funding: $0.5 Million from Deepinder Goyal, Founder ofZomato, andSequoia Capital in September 2014
  2. Series A: $10 Million was closed in February 2015 bySequoia Capitaland Tiger Global
  3. Series B: $35 Million was announced in April 2015 bySequoia Capitaland Tiger Global

Grofers acquired a Delhi NCR based grocery delivery mobile app, My Green Box, for an undisclosed amount. A 15 member team along with Varun Khurana (Founder – My Green Box) joined Grofers with Varun Khurana as the CTO.

Objectives

  1. To establish customer base and provide a higher quality and reliable service.
  2. To make individuals get used to the service through lot of promotions and 90 minutes guaranteed delivery of products.
  3. To become the delivery service of choice for local customers and merchants & enable shoppers to order everything from groceries to stationery items from smartphones.
  4. To expand their operation by adding more categories and serving more cities.
  5. To ease the shopping experience for individuals.

Implementation

Grofers knows its customers well and strives hard to reach them through social media.Grofers uses the power of Facebook & Twitter to reach potential audience.Grofers has developed their app which is slick and easy to use and promotes it on Facebook and Twitter. Grofers has launched many campaigns on twitter and facebook giving exciting offers to their customers and inducing them to avail the offer by simply downloading the app.Grofers offers Flat 20% discount to new users to attract more leads.

Capture (2)

Grofers started a campaign on Twitter and Facebook offering 30% off to their customers which would eventually bring them new customers and more conversions from existing ones.

In spite of so many shopping app available these days and many even promising a guaranteed same day delivery. Grofers seems to be pushing the limit by promising the delivery within 90 minutes of placing the order and good discount percentage. This strategy gives them an edge over the existing companies.

asAnother campaign by Grofers offering free umbrella with every order over  Rs 500. This campaign went well and bought them  unexpected sales.

Grofers not only strives hard to build a quality user base but also encourages their customers to come forward and help them grow. They welcome unique ideas and also awards the participants.This helps them creating good awareness and ensures customer engagements.

Here’s one campaign initiated by Grofers which brought a great response.

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 Radio ad created by one of the participants.

Grofers initiated a hastag with Oyo rooms #AFewClicksAway

Asking people to tweet about the one thing they want to be a few click  away and the top 10 creative answers were awarded with prizes worth Rs. 2,000/-. This trending hastag bought them amazing response and great number of organic engagements.

Results Achieved 

Grofers is growing fast with an increase in number of customers and good engagement rate on social sites.Grofers now is valued at $115 million and increasing.Grofers is now planning to add more categories,products,retailers and accessories which would eventually bring them more customers.Grofers knows its audience and it has used the right approach to engage with them through their marketing strategies. It has been constantly evolving around user experience.

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