Powering Cross-Sell Success with Smart Stock Keeping Unit (SKU) Intelligence
Client Overview
The client is a leading global online food ordering and delivery platform with operations spanning over 6,000 cities worldwide. The company offers diverse delivery methods and serves millions of customers through its highly scalable digital platform. Headquartered in the USA, the organization has become a household name, connecting restaurants and consumers with a seamless, efficient, and fast service. The company is committed to providing superior user experience and improving the efficiency of its internal processes through advanced technological solutions.
Beyond the Plate: Cracking the Code to Everyday Essentials
The client looked forward to uncovering valuable insights hidden within a year’s worth of sales data, spanning across the US and Canada, focusing specifically on high-demand items (those with over 100 units sold). The goal? To let real purchase behavior guide smarter cross-category adoption and targeted user engagement.
Drive Cross-Category Adoption
Encourage users who frequently order meals to explore and adopt grocery, convenience, and retail product delivery, expanding the value of the app beyond just food.
Enhance Product Discoverability
Simplify the search experience by creating intuitive paths to popular items. Enable direct access to frequently bought products across multiple stores, regardless of inconsistent naming conventions.
Build Merchant Trust and Visibility
Surface high-performing, recognizable retailers (like big box merchants) within each delivery zone to instill confidence and encourage conversions from app browsers to buyers.
Leverage Smart Timing and Trends:
Analyze order data across different times of the day and week to identify product demand patterns, enabling hyper-targeted, timely marketing nudges that align with users’ real-world routines.
Smart Orders, Smarter Offers: The Data Behind the Push
The objective was to generate actionable insights from historical sales data to address key business challenges. The analysis was conducted over a 365-day timeframe, focusing on the US and Canada regions, and targeted high-performing items with sales volumes exceeding 100 units.
To address the client's multi-faceted goals, the following data-driven solutions were implemented:
SKU Parsing & Categorization
Analyzed 1000+ top-selling SKU names across the U.S. and Canada using Term Frequency techniques to identify the most common keywords and group them into broad, intuitive product categories like “milk,” “bread,” and “cleaning.”
Temporal Sales Analysis
Reran the category analysis over the most recent 90day and 30day periods. Mapped purchase behavior by time of day, identifying what users typically bought during different hours. For example, bananas and turkey were daytime favorites, while popcorn and chicken saw higher orders during nighttime, informing time-based promotions and app personalization.
Store-Level Popularity Insights
Identified top-performing and most trusted stores within each city to promote them within the app, ensuring users had confidence while shopping for non-food items.
Geo-Based Use Case Campaigns
Enabled creation of localized, occasion-driven landing pages (e.g., “Sunday Brunch Essentials”) based on city-specific popular product data, promoted via push notifications and emails.
Enhanced App Experience
Introduced dynamic billboards and carousels featuring high-demand categories based on time-of-day data, improving item discoverability and reducing shopping friction.
Pyramid of Success: A Four-Step Approach to Data-Driven Insights
Intent to Impact: Turning Scrolls into Sales
Boosted Cross-Sell Success
Users who originally came to the app for food started engaging more frequently with the grocery and retail sections, thanks to tailored item surfacing and intelligent nudges. As a result, the number of new grocery users increased by 70% and first-time order for grocery increased by 40% highlighting the impact of personalized cross-sell strategies.
Higher Engagement Through Personalization
Personalized landing pages and timely push campaigns created micro-moments of need, like “brunch cravings” or “midnight munchies” that nudged users to explore and complete more diverse orders.
Improved Shopping Experience
The introduction of item-first carousels and trusted merchant sections reduced friction in the buying journey, encouraging repeat purchases and long-term behavioral shifts.
Localized Loyalty
Featuring local favorites and top-performing stores increased trust and order frequency, reinforcing the app’s value as a holistic everyday shopping destination.
About Indium
Indium is an Al-driven digital engineering company that helps enterprises build, scale, and innovate with cutting-edge technology. We specialize in custom solutions, ensuring every engagement is tailored to business needs with a relentless customer-first approach. Our expertise spans Generative Al, Product Engineering, Intelligent Automation, Data & Al, Quality Engineering, and Gaming, delivering high-impact solutions that drive real business impact.
With 5,000+ associates globally, we partner with Fortune 500, Global 2000, and leading technology firms across Financial Services, Healthcare, Manufacturing, Retail, and Technology-driving impact in North America, India, the UK, Singapore, Australia, and Japan to keep businesses ahead in an Al-first world.
