Boosting Basket Size and Cart Conversions through Smart Pre‑Checkout Bundling
Client Overview
The client operates a prominent online food ordering and delivery service, reaching customers in over 6,000 cities around the world through a robust digital platform built for scalability. The company supports a variety of delivery options and serves millions globally
As a pioneer in the 'delivery-economy,' their platform empowers small businesses to reach new audiences while providing flexible earning opportunities. Their primary focus is on enhancing the entire ecosystem, ensuring a superior experience for restaurants, couriers, and end-users alike through data-driven insights and technological innovation.
Overcoming Stalled Growth in New Verticals of the Delivery Segments
The client, driven by their vision to “Get Anything” delivered, encountered two major challenges in scaling its high‑growth New Vertical (NV) categories, such as Grocery and Convenience:
01
Limited Basket Size
The existing ordering model restricted users to single‑store purchases, limiting the Average Basket Size (ABS) and overall transaction value.
02
Conversion Risk
Enabling multi‑store orders introduced added complexity that could disrupt the checkout flow, increasing friction and potentially lowering Cart Conversion Rates.
The goal was to harness data science to enable a seamless multi‑store purchasing experience, boosting both key performance indicators (KPIs) without compromising user convenience or checkout simplicity.
Customer Updates Depended on Back-and-Forth Coordination
The delays did not stay limited to one stage of the claims process. They added pressure throughout inspections, and customer communication activities.
Coordination Overload
Claims teams regularly reviewed updates and managed documentation workflows to keep cases progressing. A large portion of operational time went into coordination activities rather than actual resolution.
Inspection Delays
Inspection updates moved across multiple teams before claims could proceed to the next stage. Delays between dispatch coordination and inspection updates slowed claim processing timelines across the value chain.
Inconsistent Communication
Insured customers often depended on operational teams for claim status updates. Without a connected process, maintaining consistent communication across claim stages became increasingly difficult.
Operational Pressure
The existing claims process created inconsistencies between workflows. They found it harder to maintain processing speed between inspections and claim handling teams.
We Built a Faster Claims Process With AI-Led Automation
Using .NET, Angular, and React Native, Indium digitized key parts of the claims process through AI/ML automation solutions. It helped connect claims operations into an easier-to-manage process.
01
AI-Enabled Claims Dispatch
Automated claims dispatch workflows helped reduce dependency on manual coordination and improved how claims moved between operational teams.
02
Mobile Inspection Workflows
A mobile-friendly application enabled field inspectors to assess damage and update inspection details directly from the field.
03
Dedicated Insured Portal
A dedicated customer portal gave insured customers better visibility into claim progress and communication updates.
We Built a Faster Claims Process With AI-Led Automation
Using .NET, Angular, and React Native, Indium digitized key parts of the claims process through AI/ML automation solutions. It helped connect claims operations into an easier-to-manage process.
01
AI-Enabled Claims Dispatch
Automated claims dispatch workflows helped reduce dependency on manual coordination and improved how claims moved between operational teams.
02
Mobile Inspection Workflows
A mobile-friendly application enabled field inspectors to assess damage and update inspection details directly from the field.
03
Dedicated Insured Portal
A dedicated customer portal gave insured customers better visibility into claim progress and communication updates.
04
Digitized Claims Operations
Key parts of the claims process were digitized to reduce document-heavy workflows and improve operational coordination.
Results Achieved Through the New Claims Workflow
The implementation improved day-to-day claims operations through automated dispatch workflows and faster coordination between teams. The client could respond faster and manage claim movement with less operational effort.
01
100% Automated Claims Dispatch
Claims dispatch activities moved through an automated workflow and reduced dependency on manual coordination and repetitive operational follow-ups.
02
Automatic Claim Triggering
Claims management and inspection activities were automatically triggered based on workflow progression. This helped operational teams move claims forward faster.
03
Reduced Manual Work
Digitized workflows reduced dependency on scattered documentation and manual coordination between operational teams.
04
Faster Coordination
Operational teams could access inspection updates and claim movement information faster throughout the workflow.
Claims Teams Got Out of Coordination Mode
The client now manages claims operations through a more connected workflow across dispatch, inspections, and customer communication activities. Their teams spend less time coordinating updates manually and more time keeping claims moving through the process.
The new setup gives insured customers better visibility into claim progress and helps the client manage claims operations more consistently throughout the process.
Claims dispatch activities moved through an automated workflow and reduced dependency on manual coordination and repetitive operational follow-ups.
Data-Driven Solution Fuels Conversion Growth with ‘Second Basket’ Bundling
Indium’s analytics team led the A/B experimentation and measurement for the Pre‑Checkout Bundling (PCB) Minimum Viable Product. This feature enabled customers to place orders from two complementary merchants in a single checkout flow with no extra delivery fee creating a seamless “second basket” experience.
Hypothesis
Activating Customer Pay Platform (CPP) merchants especially Grocery stores within the bundling model would broaden selection, attract new users from emerging verticals, and increase overall Gross Bookings (GB), countering the assumption that added choice reduces conversions.
Methodology
An A/B test was conducted across the US and Canada to compare performance when CPP merchants were included in the PCB experience against a control group.
Targeted Merchant Strategy
Data insights were used to identify and test high‑synergy categories such as Grocery and Beverages to maximize conversion lift through relevant, value‑aligned pairings.
Basket Analysis
Findings showed the average PCB order value in the US was $40, with around 75% of PCB orders made up of lower‑value categories like Beverages and Snacks. This highlighted the opportunity to curate more high‑value category bundles to grow order size.
Basket Quality & Long‑Term Value Linkage
Analysis demonstrated that users who engaged in successful upsells, either single‑store or bundled, generated >27% higher Long‑Term Gross Bookings (LT GB), confirming the sustained impact of effective bundling.
Measurement
Performance success was tracked through key KPIs such as PCB Completed Orders (Cart Conversion), PCB Bundle Pair Scaled GB (Basket Size) and New Vertical First‑Time (NV FT) User Adoption.
Upselling That Delivers: 200% More Conversions, 27% Higher Lifetime Value
Indium’s analytics-led PCB feature showed that targeted cross-selling can dramatically improve e-commerce results. By introducing complementary merchant types at pre-checkout, the platform saw a >200% conversion increase for grocery merchants and a notable rise in basket size, especially among new vertical users.
These gains point to strong demand for bundled, cross-vertical shopping experiences that drive higher customer lifetime value.
01
Immediate Financial Uplift
Significant, measurable increase in both Cart Conversion and Basket Size from the new flow.
02
Strategic Growth
PCB is a critical tool for accelerating the adoption of high-priority New Vertical categories.
02
Sustainable Value
By fostering multi-category purchasing behavior, the feature generates customers who are inherently more loyal and valuable in the long run.