If your business is serving people drinks, better make sure you are stocked up on the good stuff. Actually, whatever business you are in, if you have plans for growth and serious efficiency upgrades, make sure you keep on reading. Useful digital strategy takeaways comin’ up.
ROTO has an unmatched catalog and a well oiled distribution network. With a 30% market share, these people literally rule beverage distribution in Croatia. But their ordering process was tedious, unreliable and manual. Call center and sales representatives were under increasing pressure and in constant need of more staff, and caterers were uncertain their phone placed orders would be processed and delivered in time.
Roto offers delivery across the country within 24 hours. Tons of operational work is necessary to deliver on that promise. We were determined to reduce that part of the operation. But in order to do so, we had to make sure we were tackling the right issues. Instead of downing a double tequila we doubled down on the facts, and held a workshop. We researched, interviewed people and questioned all insights. We’ve put these questions high on our discovery workshop agenda and checked out different perspectives: employee’s, buyer’s and stakeholder’s.
We found out we had different types of goals. On one hand, we really wanted bar and restaurant owners to stop worrying by giving them an easy way to order and track. And we also wanted to cut the Roto call center some slack and have them work on customer relations for a change, instead of being entangled in manually solving order problems. And then there were the business goals (which we also love):
But not just any app. A fast, clever one. A B2B beverage problem solving app that is so natural to use, these customers will not believe they could have lived without it until now.
The app is snappy, it’s stable, knows where you last left off, makes ordering a breeze and tracks your orders all the way. You can see all your receipts and balances, and best of all, it works around the clock. You can also save yourself some time by repeating the order or creating a list of commonly ordered items. Splendid!
In a single stroke we got rid of most obvious paint points within Roto’s process. The app took the strain off the caterers, because they can order whenever, whatever and be aware of where the booze is at all times. They now basically manage themselves. Who doesn’t want customers like that?
At Roto’s end, bliss. The call center is shrinking together with the number of phone orders and opened tickets. The team can focus on smart, constructive stuff instead of straightening out the cock-ups of manual processing.
The app is super intuitive to use. Human’s UX team slayed this project. Designing a UX UI combo seems so straightforward if you get it right. Easy peasy, right? Lol. The easier it is to use, the more planning and testing went into it. Today's app is a result of a long testing period, where we gathered information and feedback and improved on the way. And although the product is highly functional at this stage, the process doesn't really end for designers and frontend developers. Ok, backend guys deserve some credit too. Kudos to all of them. Btw, the whole thing looks great, too.
Another great thing with apps like this one - clients get a new communication channel towards their customers. Sending a push notification with order status or informing on recent promotions is just so eeeeeasy now. And everyone benefits from it.
It was essential not to sound like a bank. Or the government. Therefore we left our official tonality outside and made sure only normal sentences are used, like when you are talking to a buddy. Direct, conversational, up to the point. CTAs tend to work when you phrase them like that. Honestly.
Ladies and gentlemen of the jury, here is the evidence! The app exceeded sales goals. Achieved share of mobile orders within total HoReCa volume was 18% in first 6 months, while KPI was 15%.
Monthly growth trends show exponential characteristics. If we apply the linear trend, we can expect at least a 23% share of mobile orders by the end of the year. Woohoo.
As for average monthly metrics that make Roto people grin:
Btw, average order processing time via the app is twice as fast as a call and four times faster than an email or a Whatsapp message.
Average app grade is 4.7 and app feedback is great. No, really, it’s even better than we expected. And being fired up from the start of the project, we expected a lot.
Caterers are happy, all they needed was peace of mind.
Roto crew is super happy! 17% of the call center workforce got reassigned to other sales activities and there is now 1h allocated daily toward other useful tasks for the entire Roto workforce.
Some would call it optimism. We call it optimization.
If you are a bar, restaurant, catering firm or any type of event organizer, you should really take the Roto mobile app for a spin.
Actually, you don’t even have to be in that business niche. Any company can order their beverages through the app. Both the android and the iOS versions work like a charm.
Of mobile orders within total volume in first 6 months
Average monthly mobile orders income
Average app grade on stores
Of call center workforce got reassigned to other sales activities
Daily per worker allocated toward other useful tasks