Glovo: “Expanding quick commerce through product

innovation”
Case Analysis and questions

Please go through the use case provided and kindly respond to the questions below:

1. This use case shows that Glovo is more than just an app that helps customers get food
deliveries prepared from restaurants:

a) Outline what current Glovo’s service is all about. 2 lines maximum. (Score: 0,5 pts)

Glovo offers a home delivery service for a wide variety of products from different stores, quickly,
easily and economically.

b) Describe visually (using a scheme or a block diagram) and step by step how the
ordering process looks like through the app, from the moment the user opens the app
until the order is received. (Score: 2 pts)
I. Show user interactions with the app as well as those on the couriers’ side.

II. Don’t forget to also describe how the app is organized and how this
organization respond to the user’s needs.

The app or website is first organized by items (food, gifts, SuperGlovo, 24h pharmacy, markets,
messaging and everything) as it appeared in Glovo: Expanding Quick Commerce (April 2021), Today
on our mobile phones the division is a little different as follows: food; supermarket; Fast; beverages;
pharmacy and beauty; breakfasts and snacks; and courier In addition, you can search for a specific
store or restaurant.

If you select any of the items you want to buy, it makes a subclassification of different items and
takes you to what is sold the most and what is close to you, also at the end there is a section where
you can apply to work with Glovo.

Glovo states that "just ask for what you want and we'll take it wherever you want", the company's
goal is to make a fast delivery or purchase service, above all in which the user saves time by making
the purchase process intuitive. and easy. follow, continue.

III. Is the ordering process different depending on the item selected in the order?
Please, explain why.

To order a glovo order, the whole process is the same, you can even schedule the order, the only
difference is the delivery cost. If it is less than €10, a €2 delivery fee is charged, if it is more it
depends on the distance and the weather, it normally costs €0.99 but if you pay Glovo Premium
(€5.99 per month) the delivery is free , unless it rains since they charge you a plus.

Regarding the shipments that you can make in glovo, you can send from the charger of the mobile
phone that has been forgotten at home to pick-ups in stores.

c) In addition to the app and from the product viewpoint, is there any other way the user
can make use of Glovo’s service? Is the ordering process somehow different from the
app? (Score: 0,5 pts)

The only way to access the services offered by Glovo without using the application is the website:
https://glovoapp.com .

2. The food delivery industry is nowadays a crowded one and Glovo’s leadership team
envisions Q-commerce as main company’s strategy to keep growing and expanding its
multi-category delivery service: “Delivering ANYTHING under an hour and ideally, in less
than 10 minutes”.

a) What are the two activities that Glovo’s leadership team put in practice to realize the
implementation of Q-commerce for non-food deliveries? How do they relate to one
another if they are at all? (Score: 1 pts)

For the implementation of Q-commerce for non-food deliveries: First they have done many
partnerships from popular stores, this brings people interested in the items from that shop. Front
end . The second activity is the use of ‘dark stores’ owned by Glovo which are small fullfillment
centers in area of the city with a lot of orders, this places are hold the most popular items, they
focus on speed, small orders. Back end.

b) Based on the use case, how is the Q-commerce implemented in Glovo’s app and how it
is integrated with the rest of the food delivery options? (Score: 1 pts)

The partnerships are announced inside the categories, an example would be the multiple
partnerships with different florists inside the gifts section.
On the other hand the items from dark stores are not shown as coming from dark stores but from
categories like Express, which highlights the speed of the delivery, or categories like beauty and
pharmacy.

c) About users’ (or customers’) needs:

The company is trying to solve the following problem: in need of an item supplying not only food but
differents products which are needed now, or in an small period of time.

II. In your view, what kind of user ((i.e., brief description of the profile) the
company is trying to target with Q-commerce? (Score: 0,5 pts)
The company’s targer are user that has a limited amount of time, and who are comfortable buying
on the internet and has enough money to pay a little more for the item and the delivery. In concrete
a person who might be lazy or busy.

III. Do you think that Q-commerce can work anywhere or there are specific
locations where it can be best-suited for? Please argue your reply using
examples provided in the use case. (Score: 0,5 pts)

Q-commerve would not work in areas where people don´t value speed that much, like Africa or
Kenya in which people do not put such an emphasis on speed and places that are more disperse and
the distance between locations (dark-sotres or shops and the customer’s location is too big to make
it on time)

3. In addition to Q-commerce, Glovo is looking for other ways to provide users with new
services through the app. With this aim, P900 Project was born: “ultra-fast deliveries in
less than 900 seconds”.

a) Glovo’s founder (Oscar Pierre) and co-founder (Sacha Michaud) share different views
on the P900 project, and they specifically target two kinds of priorities that users
might need. Please exemplify each other views by choosing and featuring a potential
user who would be representative for each view, based on the need each user would
be sensitive to. (Score: 2 pts)

Oscar Pierre focused more on the speed of delivery while Sacha Michaud focused more on the
focused on the variety of products and options offered, in addition to the overall quality of the
experience, that is, focused on satisfying the customer in general

For example, user A is going to organize a party and he forgot to buy or ran out of some drinks or ice
and he needs it in a brief time because the guests will arrive soon or he wants ice, drinks, etc, so user
A needs the product now. Here is exemplified the need for speed of delivery (Pierrre).
Instead, user B wants to buy the entire shopping list for the week and wants an experience where he
can easily find all the items he wants and a selection that has all the items on his list. He doesn't care
about speed since he doesn't need the items right now.(Michaud)

b) In terms of product development and design, how would you offer the new P900
service through the app? Please do the exercise by mockupping screenshots (see
Exhibit 5 for reference). (Score: 1,5 pts)