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Instacart Grocery Basket 

Instacart, an app-based online grocery store with commendable sales, seeks a deeper understanding of its sales patterns. To achieve this, an initial data and exploratory analysis was conducted, aiming to unearth insights and propose improved segmentation strategies based on the specified criteria;Explore additional details regarding grocery sales patterns on Instacart, with the goal of deriving valuable insights with the objective of proposing refined segmentation strategies based on the provided criteria to enhance the overall understanding and optimization of sales strategies.

At the Grocery Shop

Overview

PROBLEM:

• Instacart is considering a targeted marketing strategy.  In order to target the right customer profiles with the appropriate products, they want to learn more about their sales trends and purchasing behavior.

​OBJECTIVE:

• Perform an initial data and exploratory analysis of some of Instacart data in order to derive insights and suggest strategies for better segmentation.

Skills

Data wrangling

Data merging

Deriving variables

Grouping & Aggregating data

Reporting in Excel

Population flows

Tools

Python

Jupyter

Excel

Data

Orders

Products

Departments

Customers

Key Observations

Order Distribution by day of week

  • The traffic on the app tends to recede during the middle of  the week and return towards the weekend.

  • The two busiest days of the week are Sunday and Monday.

  • Most customer spending occurs during the hours of 8  am to 4 pm.

  • The highest orders are placed at 10 am

  • The most popular order times may have some connection to  the average workday, with most people placing orders before  they leave for work in the morning and others waiting until  their lunch breaks or until after work to order groceries.

  • In this visualization, singles preferred items in the produce, dairy eggs, and snacks department and this is the marital status group that orders the most

  • Produce, dairy eggs, and snacks are the top 3 departments with the highest frequency.

Recommendations

  • Direct marketing efforts towards boosting weekday and early morning shopping, especially between   midnight and 6 AM, to enhance Instacart's user engagement during these periods;

  • Optimize ad targeting during early morning hours, considering that most orders typically occur later in the   morning and early afternoon;

  • Streamline pricing categories into two segments: "$15 or less" and "Over $15," a strategy that can be   effectively implemented by the marketing and sales teams;

  • Recognize that essential foods (produce/dairy and eggs) are consistently popular purchases, unaffected by   demographic factors. This trend suggests a universal appeal, guiding marketing strategies;

  • Emphasize the promotion of non-essential products, as data indicates that users consistently purchase   essential items regardless of demographic or geographic factors, offering a strategic avenue for marketing   and sales efforts.

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