The One With the Pickup Points

Context

Pickup-point adoption is affected by infrastructure coverage, customer value perception, trust, onboarding friction, pricing, and awareness.

Challenge

Pickup-point adoption is affected by infrastructure coverage, customer value perception, trust, onboarding friction, pricing, and awareness.

Objective

Develop a five-year growth and go-to-market strategy to improve pickup-point adoption in Singapore.

Approach

• Developed a 5-year, US$10 million growth strategy for Shopee Singapore.
• Segmented customers by coverage barriers, value barriers, and trust barriers.
• Designed interventions across infrastructure, pricing, onboarding, and marketing.
• Built a phased go-to-market roadmap.
• Developed a KPI model for adoption and operational impact.

My Role

Developed the growth strategy, customer segmentation, go-to-market roadmap, and KPI model for adoption and operational impact.

Analysis

• Customer segmentation by coverage, value, and trust barriers
• Infrastructure, pricing, onboarding, and marketing interventions
• Phased go-to-market roadmap over five years
• KPI model for adoption and operational impact

Outcome

Produced a comprehensive five-year growth strategy with a phased go-to-market roadmap and KPI model for pickup-point adoption in Singapore.

Key Takeaways

• Growth strategy requires segmentation across coverage, value, and trust barriers.
• Phased go-to-market roadmaps enable structured intervention design.
• KPI models help connect strategy to measurable adoption and operational outcomes.

Target Outcomes

• Increase pickup adoption from 9–14% to approximately 19%
• Reduce failed deliveries by 30%
• Reduce logistics cost per shifted parcel by 15–22%

These figures are project targets and projections, not claimed realised business results. This strategy was developed as an academic project and does not imply that Shopee adopted the proposed approach.

Skills