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.