Large online grocery retailer achieves 360° customer view, business agility with Cloud-based Data Warehouse and Clickstream Analytics

Mindtree’s SolutionMindtree built a Cloud-based Data Warehouse solution leveraging the on- demand scalability and massive parallel processing

capabilities of the Cloud. Mindtree also implemented Snowplow, an open source analytics platform to capture Clickstream data

comprising enriched, event-driven contextual data. The entire data was re-platformed and re-designed to deliver an analytics solution

leveraging big data, Amazon AWS and Amazon Redshift technologies.

Executive summaryA large online grocery retailer was struggling to offer personalized services to its customers across 30 citiesin India. Mindtree built a Cloud-based Data Warehouse Solution and implemented Snowplow, an open source Clickstream Analytics Solution. As a result, the company has been able to achieve 360° customer view enabling increased personalization and business agility.

Client OverviewThe client is a large Indian online grocery and food products provider with a customer base of 6 million. The company sells fresh

fruits, vegetables, grocery, staples, beverages, dairy, meat, branded food, personal care and household items through its website and

mobile apps across 30 cities.

The ChallengeOffering a personalized view to customers is a task easier said than done. This becomes all the more challenging when you need to

provide personalized services to millions of customers across billions of touchpoints.

In order to retain its position as one of the top online grocery retailers in India, it was imperative for the client to know the pulse of the

customer to offer personalized services. The company was using a traditional Data Warehousing (DW) system to access customer data

from across various customer touchpoints. With 50,000 new visitors every day apart from existing customers, the client was

generating close to 75,000 orders in a day. This was across 25,000 products, 1000 brands and 30 cities amounting to several terabytes

of data.

Given the huge growth in data, it was becoming increasingly difficult for the client’s analytics team to get a comprehensive view of the

data using the existing infrastructure. Deep dive analytics needed to improve customer reach was also a problem as the DW system

did not offer a complete view of transactional and Clickstream behavioural attributes.

Lack of information was leading to limitations in supporting campaign management requirements and making improvements across

customer touchpoints. In addition, was the high lead time required for extracting information and making the entire data set available

for business reporting and advanced analytics. The existing platform’s inability to scale up to accommodate new data sources was yet

another issue coming in the way of the client’s ambitious growth plans.

Mindtree also enabled historical data ingestion and multiple APIs for downstream consumption. The solution leverages Mindtree’s

Big Data Extract, Transfer, Load (ETL) framework and Audit Balance Control (ABC) Framework for Data Integration and Automation.

Business Benefits

n 360° customer view for increased business agility: The new solution provides an integrated, enriched and pragmatic 360 degree view of the customer, based on the customer’s buying patterns, trends, inventory touchpoint interactions and other operational parameters. This has resulted in increased business agility for the client in terms of reacting swiftly to changing buying patterns and competition scenario. n Reduced lead time for data processing: The client has significantly reduced the lead time for data processing from 1 day to 5 hours. This has helped teams focus more on data analysis for newer business insights and increased competitive advantage. n Clickstream information for online predictive analytics: The new solution comprising Snowplow implementation for Clickstream enables processing of around 10GB of event data everyday. Snowplow also has the ability to provide clickstream information to online predictive analytics engine for customer analysis. This in turn helps optimize channel campaigns, build campaign journeys and personalization. n Product recommendation to customers: The team went ahead, with Mindtree’ s suggestion to design/deploy a recommendation engine on top of the new data mine. This has resulted in providing relevant recommendations to millions of its customers. This move has further increased opportunities to cross-sell and upsell in addition to providing enhanced value to customers.n Scalable Data Warehouse system: The revamped DW system is a scalable model in keeping with the client’s ambitious growth plans. The new infrastructure is also well equipped to help the client remain on top of its game for years to come.

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ptimize your IT into a strategic asset. Whether you need to differentiate your company, reinvent

ABOUT MINDTREEMindtree [NSE: MINDTREE] delivers digital transformation and tecompetition. “Born digital,” Mindtree takes an agile, collaborative approach to creating customized solutions across the digitaexpertise in infrastructure and applications management helps obusiness functions or accelerate revenue growth, we can get you there. Visit www.mindtree.com to learn more.

Know more about our services and solutions in Retail.

Questions? Write to us at info@mindtree.com.

Data Warehouse and Clickstream Analytics architecture

Trackers Collectors Enrichment Storage

One of the largest online

grocery retailers

Server Side & JavaScript Tracker

EC2

EC2Elastic Beanstalk

Amazon S3 Bucket Amazon EMR

Amazon S3 BucketAmazonRedshift

EC2

Android Tracker

iOS Tracker

Clojure App

Clojure App

Clojure App

Mindtree’s SolutionMindtree built a Cloud-based Data Warehouse solution leveraging the on- demand scalability and massive parallel processing

capabilities of the Cloud. Mindtree also implemented Snowplow, an open source analytics platform to capture Clickstream data

comprising enriched, event-driven contextual data. The entire data was re-platformed and re-designed to deliver an analytics solution

leveraging big data, Amazon AWS and Amazon Redshift technologies.

Client OverviewThe client is a large Indian online grocery and food products provider with a customer base of 6 million. The company sells fresh

fruits, vegetables, grocery, staples, beverages, dairy, meat, branded food, personal care and household items through its website and

mobile apps across 30 cities.

The ChallengeOffering a personalized view to customers is a task easier said than done. This becomes all the more challenging when you need to

provide personalized services to millions of customers across billions of touchpoints.

In order to retain its position as one of the top online grocery retailers in India, it was imperative for the client to know the pulse of the

customer to offer personalized services. The company was using a traditional Data Warehousing (DW) system to access customer data

from across various customer touchpoints. With 50,000 new visitors every day apart from existing customers, the client was

generating close to 75,000 orders in a day. This was across 25,000 products, 1000 brands and 30 cities amounting to several terabytes

of data.

Given the huge growth in data, it was becoming increasingly difficult for the client’s analytics team to get a comprehensive view of the

data using the existing infrastructure. Deep dive analytics needed to improve customer reach was also a problem as the DW system

did not offer a complete view of transactional and Clickstream behavioural attributes.

Lack of information was leading to limitations in supporting campaign management requirements and making improvements across

customer touchpoints. In addition, was the high lead time required for extracting information and making the entire data set available

for business reporting and advanced analytics. The existing platform’s inability to scale up to accommodate new data sources was yet

another issue coming in the way of the client’s ambitious growth plans.

Mindtree also enabled historical data ingestion and multiple APIs for downstream consumption. The solution leverages Mindtree’s

Big Data Extract, Transfer, Load (ETL) framework and Audit Balance Control (ABC) Framework for Data Integration and Automation.