BigBasket – Driving Incremental Orders through Reward Gamification

Objective

BigBasket set out to reactivate dormant users, enhance basket size, and strengthen repeat purchase behaviour. Despite robust acquisition, engagement had begun to plateau, and the brandneeded a sustainable solution that could turn everyday grocery purchases intohabit-forming, rewarding experiences.

Challenge

While new user acquisition was strong, many customers completed just one or two orders before dropping off. Average order values remained steady, and a significant share of dormant users reduced overall activity levels. BigBasket needed a strategy that not only reignited engagement but also encouraged repeat orders through meaningful, ongoing rewards.

Solution

In collaboration with Cheggout, BigBasket introduced a gamified reward ecosystem designed to make each transaction rewarding and to foster long-term engagement.

Key solution components included:

• In-App Reward Layer: Seamlessly embedded Cheggout’s gamified reward engine into the BigBasket checkout journey.
• Personalized Incentives: Offered instant, tailored rewards on order completion—redeemable on future purchases.
• Habit-Forming Gamification: Created recurring engagement loops through points, badges, and milestones.
• Data-Driven Personalization: Curated offers based on user segments, shopping categories, and historical behavior.

This initiative transformed rewards from a one-time offer into an ongoing motivator that blended seamlessly with daily grocery shopping.

Execution Highlights

• Rolled out across BigBasket’s app ecosystem with targeted in-app prompts, emails, and push notifications.
• Reward placements integrated within checkout and post-purchase screens to ensure maximum visibility.
• Category-level gamification designed for grocery essentials, household products, and fresh produce.
• Comprehensive analytics dashboards provided transparent insights into engagement and redemption patterns.

Impact

Within a short span of launch, the initiative delivered significant uplift across key growth levers:

• Average order values grew substantially, driven by higher engagement and reward-led upselling.
• Active user base expanded, with a notable share of dormant customers returning to shop.
• Repeat purchase frequency increased, supported by habit-forming reward cycles.
• Daily offer visibility multiplied, amplifying both brand interaction and conversion.
• Overall, BigBasket achieved a measurable improvement in user retention and transaction depth, turning casual shoppers into loyal, engaged customers.