The 4C’s Framework in Quick Commerce

The 4C’s Framework — Customer, Cost, Convenience, and Communication — not only provides a sharper approach to brand building but also aids with optimisation in the world of quick commerce.

In future posts, we will discuss every C from the perspective of the Platform, Consumer, and Brand.

1. CUSTOMER WANTS & NEEDS

Q-Com's success starts with decoding hyperlocal and real-time needs. It’s not just about what sells, but why it sells in that moment—impulse, urgency, or utility.

2. COST

Cost goes beyond price; this includes time, effort, and emotional cost. It portrays perceived value from how pack sizes, promotions, and margins are optimised for low AOV, high-velocity baskets. 

3. CONVENIENCE

Speed is expected, but seamless access is demanded. Stockout (= lost wallet share + platform downgrade) in that precise moment of need makes access terrible, don’t you think?

4. COMMUNICATION

It’s about effectively communicating the pack size, product name, and pricing while offering multi-channel support (in-app chat, WhatsApp, SMS) and proactive issue notifications.

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