Deliverect Drives 70% Online Sales Growth for One Stop Stores by Transforming On-Demand Delivery

Summary

PROBLEMS AND CHALLENGES: Before partnering with Deliverect, One Stop ran into several problems with their on-demand delivery (ODD) operations, including: 

• Inefficient manual stock management leading to frequent missing items from orders and disappointed customers

• Inconsistent customer ordering experience with different menus and offers available on each delivery platform

• Complexity in financial reporting with data having to be collated manually from multiple sources

SOLUTION: One Stop Stores turned to Deliverect to streamline its on-demand delivery operations (ODD) at over 600 stores. Deliverect provided one hub to manage ODD operations, enabling One Stop to offer a consistent customer experience across the three delivery platforms and manage menus and special offers from one dashboard.

Deliverect automated stock management by integrating with One Stop’s POS system to automatically update inventory levels. Deliverect collates all sales data in one place to give a singular reporting stream for accurate sales numbers.

RESULTS

• 70% increase in weekly sales

• 30% reduction in missing item claims

• 15% increase in menu conversion rate

• Average customer rating 4.5/5

Adding on-demand delivery led to significant problems 

Starting on-demand delivery from scratch proved challenging from the beginning. The combination of the many items on offer at different stores and dealing with three separate delivery platforms complicated things. 

“Managing on-demand delivery was complex. For both my central online team here at Head Office and our colleagues in stores.” Tim reveals. 

He continues: “From our perspective, we managed three different online menus. Because of the differences of each system, we had variation in product range available and certain offers and bundle deals that could only be offered on certain platforms.” 

Tim pinpoints three significant problems that One Stop was looking to solve.

1. Inconsistent customer experience

Using three different platforms meant three different customer journeys. Without a way to standardise menus and availability, customers would see different offers and products on different platforms.

On top of that, there needed to be more control over bundles, time-limited offers, and the range of products, which made it difficult to stay relevant in the competitive on-demand delivery market. This had to be fixed for a brand built on convenience and reliability.

Tim reveals the impact this had on customers: “The customer experience across platforms was varied, and this was reflected in the customer feedback and net promoter scores we received across each.” 

2. Manual processes for staff and missing items for customers

The experience wasn’t much better for the staff either. With sales coming through online channels and in-store purchases, keeping track of stock levels was time-consuming and tedious.

“From our colleague’s perspective, we were reliant on them to manually manage stock levels. They had to scan out all products sold online differently to products sold at the till,” Tim says.

Errors with this tricky process led to orders being placed for items that weren’t available. And that meant customers were frequently disappointed by missing items on their deliveries.

“This manual process meant that we couldn’t reflect stock on the online menus, and online sales were not feeding into financial reports or our POS system,” Tim explains, “This, again, resulted in poor customer experience as customers could order products that we simply didn’t have on the shelves, and were not replenished in high enough volumes to meet online demand.” 

3. No single source of truth for sales numbers

Another consequence of using different platforms that couldn’t share data was that sales figures and other performance metrics came in various formats from different sources. 

“Online sales data was coming in through three separate sources,” Tim reveals, “Making financial reporting and forecasting a real challenge.”

There was no easy way to look at the daily performance at each store to get insights and make critical business decisions.

30% reduction in missing items

With stock levels automatically updating, Deliverect eliminated some manual work for the in-store staff. And with proper inventory levels, far fewer customers were disappointed by missing items on their orders – missing item refund claims are down 30% since using Deliverect.

Tim is delighted with the impact on the staff and the customer experience:

“Automatic stock updates with a feed directly into our POS system across all menus was the dream! This would reduce tasks in store while improving customer experience.”

The automation has also reduced the time staff spend picking the items from the shelves for delivery orders, with the average pick time down to three minutes from four and a half. Saving 90 seconds per order has reduced the average delivery time to 25 minutes.

Customers are happy with the service, with the average customer rating at 4.5 out of 5.

Enhanced customer experience leads to a 15% conversion rate increase.

Managing menus centrally led to a consistent customer experience, whichever app they used. But the benefits didn’t stop there. Deliverect’s menu management tools enabled One Stop to offer a much more extensive menu with more customer choices. One Stop now offers 3,000 SKUs, meaning stock-keeping units or unique items, a 100% increase since using Deliverect – which translates to twice as much choice for customers. 

Tim says that increased menu controls also allowed One Stop to run more short-term campaigns and competitions and offer different menus depending on the time of day. For example, making breakfast items available in the mornings, alcohol available when licensing allowed it to be sold, and moving to a more snack and drinks-focused menu in the evenings.

This better control and customisation led to an higher menu conversion rate of 39.3%, an increase of 15%.

Consolidated sales data for better decision-making

With all the sales and inventory data tracked and stored on one system, Tim’s team gets the business intelligence needed daily to report on performance and improve operations.

For management at Head Office, it’s easy to compare performance across the network of stores and get company-wide insights to act upon.

Tim reveals that the Deliverect analytics dashboard is his favourite feature because “getting estate-wide data across all platforms at your fingertips is useful.”