Field Notes
Field notes on grocery delivery measurement
Practical notes on baskets, courier clocks, substitutions, and reorder definitions for Malaysian grocery delivery apps.
Short articles from our reviews — written for operations and product pairs who share the same Monday meeting.
When does a grocery basket actually count as complete?
Substitution acceptances and partial picks often inflate or deflate completion rates — here is how Malaysian operators settle the definition.
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Start the courier clock at pick-complete, not at assignment
Assignment-based SLAs punish riders for packing delays they do not control — a common mismatch on Malaysian grocery routes.
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Minimum-order banners that fire phantom funnel events
A banner that blocks checkout can still emit a “reached payment” event — quietly breaking basket funnel reviews.
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Defining a “skipped week” for staple grocery reorders
Households that buy rice monthly are not lapsed shoppers — reorder metrics need grocery-specific windows.
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Rain codes and condominium waits: separating delay causes
Without delay reason codes, grocery courier “late” rates blur weather, access control, and true travel problems.
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