Analytics & dashboardsFood · Retail
Food delivery customers: who buys where
Which channels customers really use, and which ones overlap, from 2,022 delivery customers
23,474in-store purchases, vs 16,634 on the web
Proof you can check:Public data
Analytics & dashboards
In-store still beats the web
- 23,474Store
- 16,634Web
- 10,690Catalog
Lubo Bali · lubobali.com
The problem
Delivery companies push digital channels, but don't always know where customers really buy, or which channels reach the same people.
What I built
An Excel analysis of public customer data (2,022 customers, 41 columns), a customer segmentation by channel: purchases (store, web, catalog), how the channels relate to each other, and how household makeup shapes spending.
Tech & why
Excel with pivot tables and charts, the tool a marketing team already has, so they can rerun it themselves.
- Excel
- Pivot tables
The result
In-store purchases led with 23,474, ahead of web (16,634) and catalog (10,690). Catalog and store buyers overlap most (R² 0.32), web and catalog least (0.17): bundle the first pair, run separate plays for the web.
Data: iFood marketing dataset (GitHub) (public dataset).
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