BigBasket Leverages MoEngage to Enhance User Reachability

MoEngage’s advanced Push Amplification® technology boosts deliverability from 65% to 85-90% 

Bangalore. BigBasket, India’s largest online grocery brand launched in 2011, encountered significant hurdles in customer engagement. One of the most critical challenges was ensuring that the appropriate consumers received relevant content via the appropriate channels promptly. Bridging the gap between the brand and customers through personalized content and effective distribution to optimize marketing ROI and efficient use of resources was vital.

With a goal of exponential growth and scaling, the e-commerce brand partnered with MoEngage to enhance user reachability and operational efficiency. It leveraged MoEngage’s intelligent platform to improve user reachability and operational efficiency. With the advanced Push Amplification® technology, BigBasket boosted deliverability from 65% to 85-90%. Thus, significantly improving its ability to reach customers with the right messaging at the right time through the right channels.

BigBasket also adopted a personalized customer journey approach, utilizing MoEngage’s Dynamic Product Messaging (DPM) to run hyper-personalized campaigns across push notifications and emails. DPM proved instrumental in enhancing customization efforts beyond basic username personalization and category-based recommendations, resulting in clickthrough rates increasing from 1.8% to 2.5-3% and “Add to Basket” conversions rising by 28%. This strategy has helped BigBasket stand out among competitors in the crowded grocery delivery market.

Anand Bhaskaran, Head of Digital Marketing and Marketing Communications, BigBasket, said, “As a business, we usually run multiple campaigns simultaneously, often 20 or more. However, manually executing and analyzing these campaigns is time-consuming and inefficient. MoEngage has provided an automated solution, allowing us to enter campaign details and let the system do the rest. Previously, each campaign would have taken 45-60 minutes, but with MoEngage, we only need to spend 10-15 minutes uploading a catalog for all 28 campaigns, saving us approximately 28 hours. This demonstrates MoEngage’s capabilities as an intelligent and insights-led engagement partner.”

Yash Reddy, Chief Business Officer (APAC & EMEA), MoEngage, said, “BigBasket and MoEngage have been in partnership for over 4 years, and the journey has been phenomenal. As a partner, MoEngage has proven instrumental in providing great product innovation to BigBasket. Over the years, BigBasket has grown 20-25X, and MoEngage has scaled with the business seamlessly, cementing the partnership’s success.”

“BigBasket intends to explore more of MoEngage’s capabilities, such as Best Time to Send (BTS) and Most Preferred Channel (MPC), to optimize our engagement strategies. Additionally, it is considering using WhatsApp as a communication channel for our customers through the support of MoEngage. “We look forward to continuing our partnership with MoEngage, as they have been instrumental in driving our business success thus far”, added Bhaskaran.

About BigBasket (Innovative Retail Concepts Private Limited) is India’s largest online food and grocery store. With over 18,000 products and 1000+ brands in the catalogue, consumers can find everything they’re looking for. Right from fresh fruits and vegetables to rice and dals, spices and seasonings to packaged products, beverages, personal care products, and meats, among others. Customers can choose from a wide range of options in every category, exclusively handpicked to help find the best quality available at the lowest prices. Customers can select a time slot for delivery, and the order will be delivered right to their doorstep, anywhere in Bangalore, Hyderabad, Mumbai, Pune, Chennai, Delhi, Noida, Mysore, Coimbatore, Vijayawada-Guntur, Kolkata, Ahmedabad-Gandhinagar, Lucknow-Kanpur, Gurgaon, Vadodara, Visakhapatnam, Surat, Nagpur, Patna, Indore and Chandigarh Tricity. Customers can pay online using a debit/credit card or by cash/Sodexo on delivery. BigBasket guarantees on-time delivery and the best quality.