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Using BigQuery to forecast demand and drive operational efficiency

FreshDirect

Challenge

Post-pandemic, FreshDirect was experiencing record demand – but the company also very quickly observed that many potential customers were abandoning carts when customers they saw no available delivery time slots at checkout

Post-pandemic, FreshDirect was experiencing record demand – but the company also very quickly observed that many potential customers were abandoning carts when customers they saw no available delivery time slots at checkout

Solution

By integrating GA4 and BigQuery, Napkyn was able to develop reporting dashboards to create a much deeper view of customer behavior, enabling marketing and operations managers to better understand and anticipate demand. Napkyn also used GCP to regularly push GA4 user activity data to FreshDirect’s Oracle systems, enabling FreshDirect’s operations team to immediately optimize delivery slots and corresponding truck capacity.

By integrating GA4 and BigQuery, Napkyn was able to develop reporting dashboards to create a much deeper view of customer behavior, enabling marketing and operations managers to better understand and anticipate demand. Napkyn also used GCP to regularly push GA4 user activity data to FreshDirect’s Oracle systems, enabling FreshDirect’s operations team to immediately optimize delivery slots and corresponding truck capacity.

Results

  • Immediate 3x conversion rate lift by optimizing delivery slots and delivery truck capacity to better align with customer behavior

  • Stable & sustainable process for analytics & operations teams to optimize all aspects of delivery workflow on an ongoing basis

  • Immediate 3x conversion rate lift by optimizing delivery slots and delivery truck capacity to better align with customer behavior

  • Stable & sustainable process for analytics & operations teams to optimize all aspects of delivery workflow on an ongoing basis

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