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Increase of resales conversion of online grocery delivery store \"Deliver to home\"

Student: Shumikhina Elizaveta

Supervisor: Olga Yur'evna Andreeva

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2020

Considering growing competition and low conversion of resales attracting consumers is not enough. It is necessary to build and structure relationships with existing customers who are acquainted with the company and its services. This graduation qualification project is devoted to the development of customer communication scheme for the food delivery service "Deliver to home" in order to retain clients. During the research, the customer database from March 2016 to December 2019 was analyzed, RFM-analysis and activity segmentation were conducted. Based on the segments received there was organized a telephone interview with 130 customers. The results of this interview allowed creating the classification of order circumstances and revealing existing problems in business processes. Additionally, the competitive analysis and the analysis of existing customer communication were conducted. Outcome of the project is the development of a customer communication scheme based on two received classifications and the results of database analysis and aimed at customers retaining. In addition, the project contains the recommendations on improving business processes and resuming activity on social networks

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