In the online store "VkusVill" appeared the function of re-order

2022: Implementation of the order pooling process

On June 6, 2022, VkusVill announced the introduction of a process for combining orders - "re-order, if you forget." The update allowed buyers, when re-ordering, to receive all their purchases for a flight of one courier, and the company to save about 10 million rubles over the past month and reduce the number of canceled deliveries by an average of 10%.

Combining orders is a process that allows you to determine when creating an order whether there is another order of the same buyer at the same address, and, if any, combine everything into one delivery. So, if the buyer forgot to put something in the basket, he can make an additional purchase and get two or more deliveries together, from one courier.

When forming a re-order, the system checks the user's card number, the exact match of the recipient's address, a single type of payment, the intersection of time slots and a number of technical nuances. After combining orders, the buyer receives a push notification that all his online purchases have been combined into one delivery and will be brought to the time slot selected in the last added order.

We strive to provide customers with the simplest and most convenient experience of interaction with our service. Many have come across a situation when they ordered food, you are already waiting for a courier and then you remember that you forgot something. As a result, you need to make a new order and spend time on the second courier. Or cancel the order and reassemble the cart to get all the goods together from one courier. This is all a minus and inconvenience for the buyer, so the team and I had an idea of ​ ​ how to facilitate this path - this only required the introduction of a process for combining orders, "said Natalya Tsebers, leader of service design at VkusVill.

Combining orders allows the company to improve customer experience and save courier resources. Every day the team records more than 2600 order associations, almost 30% of buyers who have used the services of re-order do this more than once. Since April, the number of additional orders has increased by 20% compared to the total number of orders, and the number of canceled deliveries has decreased by an average of 10%.

The buyer can make an additional purchase until the order changes its status to "collected." According to statistics 49% buyers who have made a re-order remember that they forgot to buy something no later than 10 minutes after the first order, and 80% do a re-order within an hour after the first purchase.

In 17% of cases, buyers make 3 or more additional orders. Record - 2 cases of 17 orders in one delivery - noted Vadim Kairov, leader of the product "Delivery and Order Management" VkusVill.

A small change in the delivery business process required us to set up many related processes and subsystems. For example, courier services began to need to transfer data not for one order, but for several, client support to display data on such combined orders and even delivery must be issued for several orders in one delivery. At the same time, from the point of view of the collectors, nothing has changed, since all orders are collected separately as buyers decide to buy something else in VkusVilla. Implementing order pooling is a great example of a data driven approach. After analyzing the data, we made conclusions about the frequency and speed of repeated purchases, after which the advantage for buyers was determined and the financial benefit for the company was calculated, - said Vadim Kairov.