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The delivery guy can’t feature in this optimization. The technical and logistical systems are the only product that they can improve, optimize or even revolutionize. As product companies, their true offering is their unique system of efficiency. In this sense, all aggregators are at parity. What the app offers is the ability to pick up and deliver items, for a fee. The consumer placing an order on a delivery app does not actually order anything from the app itself. What is the urgency behind 10 minutes? The answer lies in the metrics of product design and branding.

As one tweeter so eloquently put it, it was not like users first turned on the gas stove and then placed a grocery order on Grofer. Behind a broken limit, lies the potential to exceed it. The collective mental model of the consumers updates and defines a new acceptable minimum.For the consumer, after the ETA, the 19-minute express delivery is the new limit that has been broken. It’s what happened with discounts on fashion sites. It’s what happened to front-facing cameras in smartphones. As time goes by, a ‘nice to have’ feature tends to become a ‘must have’. Once the consumer is used to ETAs on apps, there is no getting in line behind the old set limits of uncertainty again, not for companies, nor for consumers. Today, tracking a delivery person minute by minute on a map is acceptable - in fact, an expected feature on food and grocery delivery apps and aggregator services. Hence the success of tatkal tickets on the Indian railways. In fact, humans love certainty so much, we might even be willing to pay extra for it. People, then, opted for certainty, and rediscovered their neighbourhood kirana stores. We experienced a lack of control during the initial pandemic days, when most well-known grocery apps asked us to wait days for our slots. It is Ambiguity Aversion and a strong need to do something, the Action Bias which caused folks in the US to stock up on toilet paper during the beginning of the pandemic. That is how absolutely certain you are when it comes to booking a cab. They tell us the car type and even its colour for good measure. And years later, it is why Uber and Ola tell us how many minutes to wait until our cab arrives. This is why, years ago, Domino’s 30 minutes promise sold.

It is not knowing how long to wait that grinds our gears. Unlocking opportunities in Metal and MiningĮssentially, it means that we do not mind the wait.Life Insurance Made Simple Pharma Industry Conclave.

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