Online Grocery Analysis

Making suggestions for better segmentation through analysis of Instacart’s product, order, and customer data.

Tools

Goals & Data Overview

Project Goals:

  • Determine the busiest days of the week to improve targeted ad campaigns​

  • Discover which products are more popular than others to determine which sectors could be improved

  • Understand customer behaviors to improve marketing strategy

Data Used:

  • Over 32 million rows of order and product data including prices, order times, and store location​

  • Data on 206,209 customers and their spending habits

Findings

Timing of Shopping

Customers are most active on the Instacart app during business hours. Most orders happen during the day and on the weekends.

Most Popular Products

The most-ordered products for the customer categories that made the most purchases were very similar.

Key Takeaways

The busiest days of the week are Saturday and Sunday, and the busiest hours of the day are 10am-6pm. Instacart should focus marketing efforts during these times to have the most effect.​

People Order More on the Weekends

Product, Dairy, Eggs, and Snacks are Popular

For the customers with the profiles that make the most orders, produce and dairy eggs are the top departments they make purchases from, followed by beverages, snacks, and frozen. Marketing should focus efforts on products in departments with less orders to increase sales.​

Customers Over 40 Have Higher Incomes

Customers above the age of 40 tend to have higher income than customers below the age of 40. This means that higher-priced products should be marketed to people over 40 years old.​