Licious turns customer data into actionable, cohort-driven growth

Licious is India's first D2C unicorn, built with a vision to bring trust, honesty, and joy to the meat and seafood category. Backed by India's only fully integrated 0–4°C cold chain, backward integration through bio-secure poultry farms, and rigorous controls across freshwater fish and seafood, Licious has set new benchmarks for safety, freshness, and quality. The brand continues to elevate everyday meals and build a thriving ecosystem for farmers, meat technicians, supply partners, and delivery heroes.

Licious’ biggest challenge lay in truly understanding its customers. While data existed across systems, there was no single trusted view of each customer. This fragmentation made it harder to pull reliable insights and led to downstream issues -  limited personalisation, inaccurate attribution, and an incomplete view of Customer Lifetime Value (CLTV).

Adding to this, the previous analytics setup wasn’t designed to support self-service. The BI team relied heavily on predefined templates and static, table-heavy reports that offered limited visualisation and little flexibility for users to explore insights on their own. Answering new questions often meant waiting for reports to be rebuilt, slowing decision-making. 

For a high-transaction business like Licious, this lack of flexibility became a constraint. They needed analytics that supported rapid discovery -  enabling employees to explore customer behaviour and performance trends independently, respond to changes in real time, and act with confidence, without being held back by reporting cycles.

Unified dashboards improve inventory planning and reduce wastage from 11% to 3%

Licious operates in a category where products are highly perishable, and demand fluctuates rapidly across weekdays, weekends, and festivals. But with Agentforce Tableau, teams now have granular visibility into delivery networks and supply chain operations, allowing them to see what’s happening across locations in real time as orders are being fulfilled - and respond proactively when conditions change.

A centralised analytics layer was set up so teams could work from one source of data. The layer pulls inputs from Trino (SQL-based data warehouse), Google Sheets, flat files, and operational systems. Agentforce Tableau dashboards created on top of this layer allows teams to use the same base data for day-to-day decisions, instead of relying on static, template-style reports. 

Licious has also structured the dashboards around decision workflows, with supply chain dashboards for inventory balancing, performance monitoring dashboards for day-to-day KPIs, cohort analytics views for retention work, and SLA tracking with threshold-based alert triggers.

This end-to-end visibility also enables more accurate inventory optimisation, which is especially critical during festivals. For example, Navratri tends to be a slow period, while Eid and Holi can cause a sharp spike in demand. Using Agentforce Tableau dashboards, teams can track delivery performance and supply chain execution by location, which helps them identify stock gaps, delays, and exception patterns early enough to take action during operations.

After deploying Agentforce across its supply chain, Licious cut product wastage from 11% to 3% in five years. The platform brought smarter demand forecasting, real-time cold-chain visibility, and tighter processing controls into one integrated system.   

For Licious’ B2B business, the same real-time inventory visibility translates directly into stronger service outcomes. Agentforce Tableau-powered monitoring helps teams proactively and consistently manage inventory to meet pre-agreed SLAs with B2B customers.

In select workflows, Agentforce Tableau also integrates with Slack to trigger alerts when predefined thresholds are crossed, enabling teams to act quickly and prevent service disruptions.

Self-service analytics and real-time KPI tracking reduce time to action by 35%
Licious wanted to make analytics easier to use across teams and to support self-service.

“At the leadership level, Agentforce Tableau provides a unified, real-time view of business performance across growth, operations, and customer metrics,” says Mehak Gupta, Director - Founders' office, Licious. This enables faster strategic decisions as leadership no longer waits for weekly rollups to understand performance, early risk identification before they impact end-of-month numbers, and more confident investment in high-performing cities, categories, and customer segments.

To scale self-service, Licious ensured that governance was in place from day one. The team consolidated data into governed datasets and standardised KPI definitions, so teams worked from a single version. Role-based access limits what each function can view, and fine-grained security keeps commercial and partner data protected. 

Teams can still drill in and explore, but certified metrics stayed locked. Admins monitor usage and performance to maintain compliance as adoption grows. 

Today, more than 100 users across Growth, Planning, Category, Customer Experience, Last Mile, and the Founder’s office rely on function-specific, team-level dashboards for constant monitoring and deeper KPI analysis.

Teams can track KPIs such as app and website traffic, revenue attainment, conversion, add-to-cart, and SLA performance in near real time. 

“Earlier, getting to the ‘why’ behind a KPI change could take time,” says Gupta. “Now, we can see inventory and demand patterns across regions and key dates. That helps us reduce wastage, honour SLAs for partners, and avoid losing orders when stock runs short in specific locations.”

This visibility enables faster responses to shifts in performance. Instead of waiting for reporting cycles to close, teams can intervene during the day and review the impact of their actions within hours, resulting in a 35% reduction in time to action since adopting Tableau. Over time, this has made day-to-day decision-making more data-led across growth and operations.

Customer cohort analytics increase repeat orders by 10-12%

Beyond operations, Agentforce Tableau also supports a structured view of customer behaviour. Cohorts created by the Licious team are analysed in Agentforce Tableau and used for promotion planning, segmentation, and loyalty actions. 

“The cohort view makes it easier to see which customers are slipping and which ones are already loyal,” says Gupta. “That helps us plan the right kind of targeted offers and measure whether behaviour changes.” 

For example, frequent customers may be prioritised for rewards, while lower-frequency cohorts may receive discounts or nudges designed to increase repeat purchases over time. Using these cohort insights, Licious tracks changes in order patterns over time. Since rolling out Tableau, the team has seen an increase of around 10-12% in repeat orders.

Licious partnered with Scatterpie to support its initial Agentforce Tableau implementation, with a clear objective: move away from fixed, static reports to self-service dashboards that business teams could use independently in their day-to-day work.

In the initial phase, Scatterpie worked on 30-40 use cases while Licious built additional dashboards internally. The rollout focused on practical use cases like delivery network tracking and inventory optimisation - ensuring analytics drove real-time action, not just reporting.

Next: Expanding Tableau across more supply chain workflows

Licious sees the next five years as a strong phase for digital transformation. The plan is to digitise more supply chain use cases and keep improving how teams use data in day-to-day operations.

Salesforce will support this plan as a key enabler. The idea is to keep the foundation stable as Licious expands, with solid infrastructure and minimal disruption.

Licious wanted more people to use data, not just a small analytics group. But this only works if access is controlled and consistent. Salesforce made it possible through enterprise-grade controls, like governance and role-based security in the analytics layer. That helped teams use data with confidence while keeping ownership and access clear. 

It also supported Licious’ setup, which uses data from different sources. Agentforce Tableau can connect to sources like spreadsheets, databases, cloud warehouses, and other systems used by the business. That flexibility mattered as the company brought more data into dashboards and made analytics part of day-to-day work.