Service Ideation & Blue Print of Beyond Basket

Group Project

GROUP - 7
Arnav Ajit PGMA2209
Hritik Shaw PGMA2223
Jigyasa NaharPGMB2229
Nidhi Nahar PGMB2240
Roma Advani PGMA2248
Sunny Baid PGMA2257

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PARTICULARS PAGE NO
Report Overview 1
Overview of E-Commerce Industry 2
Major Players in the Market 3
Emerging Trends in the Sector 4-6
Technology Role 7-10
Challenges & Opportunities 11-12
New Service Startup
Conclusion
Bibliography

Table of
Content
s
REPORT OVERVIEW
Market Share

Top Key Players

Report
Overview

Major Hubs for E-

Commerce

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OVERVIEW OF E-COMMERCE INDUSTRY:
In India, the e-commerce market is witnessing heightened competition due to the increasing
adoption of online sales channels by customers. This growth is facilitated by the expanding
internet penetration. Brands such as Amazon, Flipkart, and others are broadening their
customer reach by offering services tailored to enhance the online shopping experience.

E-commerce, or electronic commerce, refers to the buying and selling of goods and services
via the internet. It has gained immense popularity, with global e-commerce sales projected to
reach $5.5 trillion in 2022.

There are three primary types of e-commerce:

1. Business-to-consumer (B2C): This is the most prevalent form of e-commerce, where

businesses directly sell products and services to consumers. Notable examples include
Amazon, eBay, and Walmart.com.

2. Business-to-business (B2B): In this model, businesses sell goods and services to

other businesses. Prominent examples encompass Alibaba and Encompass
Technologies.

3. Consumer-to-consumer (C2C): Individuals engage in selling goods and services to

fellow individuals, with platforms like eBay and Craigslist serving as notable
instances.

E-commerce boasts several advantages over traditional brick-and-mortar shopping. For

consumers, it offers greater convenience, enabling shopping from the comfort of one's home
at any time of day or night. Additionally, e-commerce provides a broader array of products
and services, allowing consumers to easily compare prices across different retailers.

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For businesses, e-commerce represents a more cost-effective means of reaching customers. E-
commerce enterprises are not burdened with the expenses associated with physical stores,
leading to significant savings in terms of rent, utilities, and staffing costs.

MAJOR PLAYERS IN THIS INDUSTRY:

Some of the major players in the e-commerce industry include:

 Alibaba

 Amazon

 eBay

 JD.com

 Shopify

 Walmart

 India Mart

 Snapdeal

 Flipkart
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  Shopclues

CURRENT TRENDS IN E-COMMERCE INDUSTRY:

Trends within the e-commerce sector evolve as a result of diverse factors, encompassing
customer shopping behavior, purchasing preferences, and their reactions to marketing
strategies implemented by companies. Over the past ten years, numerous novel trends have
surfaced, significantly impacting the industry. Prominent e-commerce entities such as
Amazon, Walmart, and Alibaba have actively embraced and reaped the rewards of these
trends.

1. Contextual and Programmatic Advertising: Contextual and programmatic

advertising is poised for increased prominence in the current year. Social media
platforms are already undergoing redesigns to align with these emerging trends. The
novel phenomenon known as programmatic advertising relies on data sets to select the
target audience. These advertisements are displayed to an audience chosen based on
their consumption habits and are subsequently retargeted over time to yield a higher
return on investment (ROI).

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 2. Marketing Automation: Marketing automation, traditionally associated with tasks
like automating email campaigns and scheduling social media posts, has evolved into

a burgeoning trend. With nearly half of businesses (49%) now utilizing marketing
automation, its growth shows no signs of slowing down. This expansion encompasses
various aspects, including the creation of customized landing pages and the
simplification of shopping cart access.

3. Artificial Intelligence for Personalization: Personalization, involving the tailoring

of user experiences based on a company's insights into individual preferences, holds

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 significant importance. According to a survey, 80% of consumers are more likely to
become repeat customers if a company provides a personalized shopping experience.
The future of AI in the e-commerce arena appears promising.

4. Zero-Party Data: Data privacy concerns are paramount, with 86% of consumers
expressing a strong interest in transparency and control over how businesses utilize
their data. Approximately 47% of respondents have switched companies due to
unsatisfactory data policies and practices. Addressing these concerns, Apple
introduced the App Tracking Transparency feature, allowing internet users to opt out
of data tracking for purposes such as affiliate marketing or Facebook advertising.

5. Fast and Free Delivery Options: Prompt delivery is a customer expectation in online
shopping. Research indicates that 62% of online shoppers anticipate free shipping
orders to arrive within three business days. Alongside speed, cost-effective or free
shipping is another e-commerce trend business owners should monitor closely. The
Jungle Scout Consumer Trends report reveals that 72% of U.S. online shoppers
actively seek products with the most budget-friendly shipping options.

6. Voice and Visual Searches: Advancements in AI have ushered in the era of voice and
visual searches. These AI-driven site search systems employ machine learning and
natural language processing (NLP) to discern the intent behind search queries,
presenting the most relevant results. Visual search empowers online shoppers to
conduct searches using images, with a projected compound annual growth rate
(CAGR) of 17.5% and an anticipated market value exceeding $32 million by 2028.

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HOW TECHNOLOGY HAS SHAPED UP THE BUSINESS MODEL IN THE E-
COMMERCE SECTOR??

Technology has had a profound impact on the ecommerce sector, shaping business models in
a number of ways. Some of the key ways in which technology has shaped ecommerce
business models include:

 Lowering the cost of entry: Technology has made it easier and more affordable than
ever to start and operate an ecommerce business. This is due in part to the rise of
cloud-based commerce platforms, which allow businesses to get started with a low
upfront investment. Additionally, the development of open-source software has made
it possible for businesses to create custom ecommerce solutions without having to
spend a lot of money on development costs.

 Expanding the global marketplace: Technology has made it possible for businesses
to reach a global customer base without having to invest in physical stores in multiple
countries. This has led to the rise of cross-border ecommerce, which is now a major
growth driver for the industry.

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  Creating new opportunities for personalization: Technology has given businesses
the ability to personalize the shopping experience for each individual customer. This
includes features such as personalized product recommendations, targeted advertising,
and one-on-one customer service.

 Improving operational efficiency: Technology has helped businesses to streamline

their operations and improve efficiency in a number of ways. For example, automated
inventory management systems can help businesses keep track of their stock levels
and ensure that products are always available to customers. Additionally, order
fulfillment systems can help businesses to process and ship orders more quickly and
efficiently.

Specific examples of how technology has shaped e-commerce business models:

 Subscription services: Subscription services have become increasingly popular in

recent years, thanks in part to the rise of streaming services like Netflix and Spotify.
E-commerce businesses are now using subscription models to offer a variety of
products and services, such as clothing, food, and beauty products.

 Social
commerce
: Social
commerce
is the
integration
of social
media
platforms with e-commerce websites. This allows businesses to reach potential
customers directly on social media and makes it easy for them to purchase products
without having to leave the social media platform.

 Live shopping: Live shopping is a new and emerging trend that allows businesses to
sell products in real-time through video streams. This allows customers to interact
directly with businesses and ask questions about products before they buy them.

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  AR and VR: AR and VR are being used to create more immersive and engaging
shopping experiences. For example, customers can use AR to try on clothes or
furniture before they buy them. They can also use VR to take a virtual tour of a store
or product.

 Big data and AI: Big data and AI are being used to personalize the shopping
experience for each customer. For example, e-commerce businesses can use big data
to track customer purchase history and preferences. They can then use this
information to recommend products and services that are likely to be of interest to
each customer.

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  Mobile commerce: Mobile commerce is rapidly growing in popularity. E-commerce
businesses are developing mobile apps and websites that make it easy for customers
to shop on their smartphones and tablets. This is making it even more convenient for
customers to shop online.

 ERP systems: ERP systems are being used to manage all aspects of the e-commerce
business, from inventory management to order fulfillment. This is helping e-
commerce businesses to become more efficient and scalable.

 Security: E-commerce businesses are investing in security measures to protect their

customers' data. This includes using encryption to protect data in transit and at rest.
Additionally, e-commerce businesses are using fraud detection tools to identify and
prevent fraudulent transactions.

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CHALLENGES & OPPORTUNITIES IN THE E-COMMERCE SECTOR:

Challenges

 Cyber & Data Security: E-commerce businesses collect a lot of sensitive data about
their customers, such as credit card numbers, addresses, and phone numbers. This data
is a target for cybercriminals, and businesses need to invest in security measures to
protect their customers' data and prevent fraud.

 Customer support and loyalty: It can be difficult to provide high-quality customer

support and build loyalty among customers in tier 2 and tier 3+ cities, where many
people are new to online shopping and may not be familiar with how e-commerce
works.

 Converting shoppers into paying customers: Many people in tier 2 and tier 3+
cities browse e-commerce websites but do not actually make a purchase. This can be
due to a number of factors, such as concerns about security, lack of trust in the
retailer, or difficulty finding the right products or services.

 Competition & Competitor Analysis: E-commerce businesses in tier 2 and tier 3+

cities face competition from both large and small businesses, both online and offline.
It can be difficult to stand out from the competition and attract customers.

 Product Return & Refund Policies: E-commerce businesses need to offer flexible
return and refund policies in order to build trust with customers in tier 2 and tier 3+
cities, where many people are used to shopping in brick-and-mortar stores. However,
generous return and refund policies can also lead to high return rates, which can cut
into profits.

 Logistics: It can be difficult and expensive to deliver products to customers in tier 2

and tier 3+ cities, especially in remote areas.

Opportunities:

 Growth in tier 2 and tier 3+ cities: The e-commerce market in tier 2 and tier 3+
cities is growing rapidly, as more and more people in these areas gain access to the
internet and smartphones. This presents a significant opportunity for e-commerce
businesses to expand their reach and capture new customers.

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  New technologies: New technologies, such as AI, ML, and AR, can be used to
improve the e-commerce shopping experience for customers in tier 2 and tier 3+
cities. For example, AI can be used to personalize product recommendations and
provide better customer support. ML can be used to prevent fraud and improve
logistics efficiency. AR can be used to provide customers with a more immersive
shopping experience.

 Partnerships with local businesses: E-commerce businesses can partner with local
businesses in tier 2 and tier 3+ cities to improve their reach and visibility. For
example, e-commerce businesses can partner with local kirana stores to offer pickup
and drop-off services.

 Investment in logistics: E-commerce businesses can invest in their own logistics

infrastructure or partner with third-party logistics providers to improve their delivery
capabilities in tier 2 and tier 3+ cities. This can help to reduce shipping costs and
deliver products to customers more quickly and efficiently.

 Leveraging data and analytics to drive growth in the e-commerce sector: Data
and analytics are essential tools for e-commerce businesses of all sizes. By collecting
and analyzing data on customer behavior, product performance, and other key
metrics, e-commerce businesses can gain valuable insights. E-commerce businesses
can use data to understand what their customers want and need. This information can
then be used to personalize the shopping experience, improve product
recommendations, and resolve customer issues more quickly and efficiently. E-
commerce businesses can use data to make informed decisions about everything from
product development to marketing campaigns to logistics. For example, data can be
used to identify which products are most popular with customers, which marketing
channels are most effective, and which areas of the logistics process need to be
improved. E-commerce businesses can use data to track their progress over time and
identify areas where they can improve. This information can then be used to develop
and implement strategies to drive growth and profitability.

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BEYOND BASKET

Beyond Basket is a pioneering initiative that aims to redefine the whole online shopping
ecosystem, not simply an e-commerce business. Beyond Basket emerges as a light of change
in a world where service failures in the e-commerce sector are all too typical. Our goal is to
offer a purchasing experience that goes above and beyond the norm and corrects the flaws of
the industry's top players.

Beyond Basket's continuous dedication to providing superior customer service is at its heart.
Our platform has been rigorously built to guarantee that every client engagement is nothing
less than extraordinary.

Our main goal is to satisfy our customers. Our 24-hour customer service staff is here to help
with any questions or concerns you may have, so consider them more than simply a hotline.
We have optimized our logistics and delivery systems since we are aware of how frustrating it
can be to wait for deliveries; as a result, your purchases will always arrive on time.
Additionally, our hassle-free returns and refund guarantee gives you peace of mind.

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Beyond Basket caters to its customer's needs and preferences:

Beyond Basket is devoted to ensuring that every item offered on our marketplace satisfies
strict quality requirements. In order to meet the needs of our customers for high-quality
products, we carefully collaborate with dependable suppliers.

Affordable Luxury: We appreciate the value of a good deal. Beyond Basket aims to provide
a carefully chosen range of goods that achieve a mix of value and luxury, making high-
quality goods available to everyone.

User-Friendly Experience: Beyond Basket is all about convenience. Our easy-to-navigate

website and mobile app are built for quick product searches and a smooth checkout
experience.

Personalized suggestions: To give our consumers personalized suggestions, Beyond Basket

uses cutting-edge technologies. We are aware that every person has different preferences, thus
we customize product recommendations to suit each person.

Transparent Policies: This is a fundamental tenet. Our straightforward and easy-to-

understand pricing, returns, and refund procedures make sure that consumers know precisely
what to anticipate when they buy with us.

Responsive Customer Support: Customer service that is prompt and courteous is a strength
of Beyond Basket. The crew is ready 24/7 to answer questions, address problems, and deliver
first-rate assistance.

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SERVICE CONCEPT

• Personalization: Beyond Basket uses sophisticated algorithms and data analytics to present
customers with personalized product recommendations that are catered to their individual
interests.

• User-Friendly Platform: Our mobile app and user-friendly website allow for simple
product searches, smooth navigation, and a quick checkout. Convenience is important, and
we've built our platform with that in mind.

• Ordering Taking: At Beyond Basket, ordering is a quick and customer-focused procedure.

Customers enjoy a smooth shopping experience because to our user-friendly platform, which
makes it simple for them to browse, choose, and customize items.

• Service Vision: Beyond Basket aspires to be a ground-breaking e-commerce platform that

goes beyond typical online buying. Our service philosophy focuses on creating a
comprehensive shopping experience that thrills clients and meets their requirements, rather
than just selling things.

•Responsive Customer Support: Beyond Basket's customer support staff is on call 24 hours
a day, ready to answer questions, handle problems swiftly, and offer first-rate assistance.
They are important representatives of our service philosophy in our eyes.

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7P’s OF MARKETING MIX

A framework known as the "7 P's of marketing" is used to evaluate and develop marketing
plans. They relate to "Beyond Basket" as follows:

1. Product: Through its online store, Beyond Basket provides a variety of goods. These
goods fall under many categories, giving clients a wide range of options. The product
dimension must include crucial elements like quality control and product integrity.
2. Price: Beyond Basket has a pricing approach that strikes a balance between cost-
effectiveness and quality. By delivering affordable rates for superior goods, the pricing
structure seeks to deliver value for money. The pricing approach may also involve
subscription services.
3. Place: Beyond Basket offers clients a simple and easily accessible platform to explore and
buy items through its user-friendly website and mobile app. The location dimension might
also include the platform's reach and accessibility in other markets or areas.

4. Promotion: Beyond Basket advertises its products using a variety of marketing methods,
such as social media, email marketing, internet advertising, and collaborations with brands

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and sellers for special promotions. Customers are engaged with personalized suggestions and
targeted marketing.

5. People: Both customers and staff are included in the people dimension. Through an
attentive and skilled support staff, Beyond Basket places a strong emphasis on delivering
great customer service. The organization's employees are crucial in preserving brand
integrity, quality, and customer pleasure.

6. Process: The steps and practices involved in providing goods and services are included in
the process dimension. Transparent policies, effective logistics, and a flawless purchasing
experience are highly prioritized by Beyond Basket. Sustainability practices and quality
assurance procedures are also part of the process.

7. Physical Evidence: In this context, the term "physical evidence" can apply to branded
goods, packaging, and other visual aspects of the purchasing experience. To strengthen its
brand identification, Beyond Basket may provide branded items and also the packaging is
pleasant to the eye.

A. Service Blueprint for Beyond Basket - E-commerce Website:

Customer Actions:

 Visit the Beyond Basket website.

 Browse products and services.
 Select desired items.
 Add items to the virtual cart.
 Proceed to checkout.
 Provide shipping and payment information.
 Confirm the order.

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  Receive an order confirmation email.
 Wait for delivery.
 Receive the ordered items.
 Use the products or services.

Frontstage Actions (Customer Interaction Points):

 Website Interface: Customers interact with the website to browse, select, and purchase
products/services. This interface should be user-friendly, visually appealing, and
responsive.
 Customer Support: Customers can access support through live chat, email, or phone
for inquiries or issues related to their orders.
 Order Confirmation Email: Customers receive an automated email confirming their
order details.
 Delivery and Post-Delivery Experience: This includes the delivery process, packaging
quality, and customer experience upon receiving the order.

Backstage Actions (Processes and Operations):

 Product/Service Catalog Management: Maintaining an up-to-date catalog of offerings.

 Order Processing: Handling order verification, payment processing, and order
fulfillment.
 Inventory Management: Managing stock levels and restocking products.
 Shipping and Logistics: Managing the shipping process, including order packing,
labeling, and tracking.
 Customer Data Management: Securely storing customer information for order
processing and support.
 Payment Processing: Ensuring secure online payment processing.
 Return and Refund Handling: Managing returns, refunds, and exchanges.
 Feedback and Review Collection: Gathering customer feedback and reviews for
continuous improvement.

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Support Processes:

 Customer Support Training: Continuous training of customer support agents to handle

inquiries and issues effectively.
 Quality Control: Ensuring product/service quality and accuracy.
 Returns and Refund Handling Procedures: Established protocols for handling returns
and refunds.
 Feedback Analysis: Analyzing customer feedback to identify areas for improvement.

Physical Evidence:

 Product/Service Packaging: Ensuring products are well-packaged and labeled.

 Order Confirmation Email: A professionally designed email confirming order details.
 Delivery Packaging: The quality and appearance of the packaging in which the
products are delivered.

Service Encounters:

 Product/Service Selection: Customers browse the website and make selections.

 Checkout and Payment: Interaction with the website to complete the purchase.
 Delivery and Post-Delivery Experience: Receiving and using the ordered items.

Possible Fail Points and Strategies:

 Website Issues: Regular maintenance and responsive IT support.
 Order Errors: Rigorous quality control processes and clear communication channels.
 Delayed Deliveries: Efficient logistics and proactive communication.
 Returns and Refunds: Well-defined return and refund policies and procedures.
 Customer Support Quality: Ongoing training and performance monitoring of support
agents.
 Product/Service Quality: Continuous monitoring and improvement of quality
standards.

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B. Identify the important service encounters and possible fail points.

For a brand-new startup business like Beyond Basket in the e-commerce industry, the
following are undoubtedly some significant service interactions and potential failure points:

Web/App User Interface:

Service Encounter: Customers' initial engagement is via the app or website interface.

Possible Fail Points: Users may become irritated by lengthy loading times, unclear
navigation, or technological issues.

Selecting and Finding Products:

Service Encounter: When consumers look for and choose products.

Possible Fail Points: Unhappiness might be caused by incorrect search results, inadequate
goods details, or a small selection of products.

Placing an order:

Service Encounter: The procedure of adding things to the shopping cart and finishing the
transaction.

Possible Fail Points: Abandonment may be brought on by declined payments, challenging

checkout procedures, or security issues.

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Security and payment:

Service Encounter: The method of payment.

Possible Fail Points: The company's reputation may suffer as a result of payment problems, a
lack of confidence, breaches in data security or transaction security.

Order processing and shipping:

Service Encounter: Delivery and order fulfilment in terms of speed and accuracy.

Possible Fail Points: Dissatisfaction may result from late shipments, harmed items, or
inadequate delivery communications.

Customer Service:

Service Encounter: interactions for complaints, questions, or assistance with customer

support.

Possible Fail Points: Long response times, inadequate support channels, or useless or
unresponsive customer service.

Exchanges and Refunds:

Service Encounter: Processing of refunds and returns.

Possible Fail Points: Customers may become irritated by challenging return policies, lengthy
refund processes, or disputes over returns.

Customer Reviews and Feedback:

Service Encounter: Customers posting reviews and comments.

Possible Fail Points: The company's reputation may suffer if unfavourable reviews are
ignored or handled improperly, there are fraudulent reviews, or there is a lack of openness.

Promotions and marketing:

Service Encounter: Interactions involving advertising and promotion campaigns.

Possible Fail Points: Trust can be damaged through deceptive advertisements, aggressive
spamming techniques, or broken promotional claims.

Price competition:

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Service Encounter: Discounts and pricing policies.

Possible Fail Points: Customers may be turned off by overcharging, deceptive pricing
strategies, or a lack of competitive pricing.

Ethical behaviour and sustainability:

Service Encounter: Commitment to moral business conduct and sustainability.

Possible Fail Points: Customers who are socially concerned can become enraged if businesses
fail to follow these principles or engage in greenwashing.

For Beyond Basket to be successful in the cutthroat e-commerce market, it is essential to

address these customer interactions and minimise potential fail spots.

REFERENCES

https://www.manufacturingtodayindia.com/emagazine/how-is-technology-reshaping-
ecommerce

https://vue.ai/blog/ai-in-retail/ecommerce-challenges-in-2021/

https://tarjama.com/in-the-face-of-the-deteriorating-economic-situation-worldwide-
companies-worldwide-are-making-continuous-efforts-to-overcome-these-challenges/

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