"Cost" in #4CsofQcom

In our last post, we discussed the 1st "C" in our series of #4CsofQcom. Let's explore how the definition of the 2nd "C" changes in the world of Q-Com-

Today's focus: "COST"

It’s been months since Mukesh left junk food, but suddenly this morning, he can’t resist his cravings anymore. He plans on preparing some chat-pati chaat. 

For the same reason, he flips through various Q-Com apps trying to find his absolute favourite ingredient- 1 kg Haldiram Aloo Bhujia assortment, because why not? Q-Com apps have been Mukesh’s saviour, looking at his super-tight schedule of 8 to 5. 

What’s interesting to note here is that it’s not just the monetary cost but shoppers like Mukesh weigh convenience fees, delivery speed, and even the mental cost of not having what they need in 10 minutes, which is more than a printed MRP for a customer.

"Maxx Saver", “Only on Blinkit” deals, and curated bundles help redefine value, not just price.

Consumer POV: Slashing the original quoted price for a commodity & projecting the discounted price not only catches the customer’s attention scrolling through different assortments, but also proposes a “value-offering” for an assortment. 

Hence, affordability drives loyalty- They are willing to pay a slight premium for speed, but not without visible value (like cashback, free delivery, or points).

Brand POV: Over the years, the definition for urban digital customers of smaller SKUs & sample-size has evolved into appropriate price & pack sizes that are just the right fit for their needs in the moment of urgency. 

These apt pack sizes help attract price-conscious users and drive repeat orders. Limited-time pricing, festival discounts, or platform-exclusive rates drive visibility for brands to act as a differentiator.

Platform POV: Optimising wallet share & driving demand by introducing the right set of attractive discounts. Not to miss catchy Headlines: “Limited time deals”, “Midnight sale is live”! This all fuels CTR, thereby clocking in successful conversion rates

Learnt something new today? Follow our series of #4CsofQcom to understand how 4Cs have been adapted in Q-com!