An outdated ordering process
ROTO, the market leader in Croatia's beverage distribution, held a 30% market share but faced significant challenges due to an outdated and manual ordering process. The call center and sales representatives were overwhelmed, while caterers faced uncertainties regarding their orders. The goal was to improve the process, reduce operational work, and focus on customer relations, sales growth, and cost reduction.
A user-friendly, efficient mobile app
The answer was a custom B2B mobile app tailored to cater to ROTO's specific needs, making the ordering process seamless for bar and restaurant owners. The app is fast, reliable, and easy to use, allowing customers to manage their orders, track deliveries, and access receipts and balances. Features like order history and customizable lists of frequently ordered items make the process even more efficient.
- 18% share of mobile orders within total volume in the first 6 months
- €1.3 million average monthly revenue from mobile orders
- 4.7 average app rating on app stores
- 17% of call center workforce reassigned to other sales activities
- Time-saving of 1-hour per worker per day for other useful tasks
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A comprehensive discovery workshop
To identify the core issues and devise a solution, a discovery workshop was conducted, where market research and in-depth interviews with employees, buyers, and stakeholders were carried out. The workshop helped to pinpoint critical areas of improvement and set the foundation for the development of a custom B2B mobile app.
The app was envisioned to address ROTO's unique challenges and streamline the ordering process for bar and restaurant owners. It needed to be fast, reliable, and easy to use, enabling customers to manage their orders, track deliveries, and access receipts and balances. Innovative features like order history and customizable lists of frequently ordered items were to make the process even more efficient.
Functionalities and design
The app's intuitive user experience is a testament to the hard work put in by the UX and UI design team. Their dedication to extensive testing and gathering feedback resulted in an app that is visually appealing, user-friendly, and highly functional.
The mobile app has several noteworthy features, including:
- Easy ordering and tracking: The app makes it simple for users to place orders and track deliveries in real-time, eliminating uncertainties and ensuring timely deliveries.
- Order history and customizable lists: The app saves users' previous orders and allows them to create lists of frequently ordered items, making reordering a breeze.
- Receipts and balances: Users can quickly access their receipts and account balances within the app, helping them keep track of their expenses and payments.
- Around-the-clock availability: The app works 24/7, allowing customers to place orders whenever it is convenient for them.
The conversational tone and app notifications
To enhance the user experience, a conversational and friendly tone was used throughout the app. This approach ensured that the app felt more personal and relatable to users, avoiding the stiffness of more formal language.
The mobile app also serves as a direct communication channel between ROTO and its customers, making it easy to send orderstatus updates and promotional notifications. This streamlined communication benefits both ROTO and its customers, fostering stronger relationships and improving customer satisfaction.
Impact on ROTO and its customers
With the app in place, caterers now have peace of mind, managing their orders independently and efficiently. ROTO's call center has seen a reduction in workload, allowing staff to focus on enhancing customer relations and other sales activities.
The custom B2B mobile app has transformed ROTO's business operations, leading to increased efficiency, cost savings, and improved customer relations. It has demonstrated the power of digital solutions in modernizing traditional industries, providing valuable lessons for other companies looking to optimize their processes.
Suitable for various businesses
The app is suitable for various businesses, including bars, restaurants, catering firms, event organizers, and even companies outside the HoReCa niche. Both the Android and iOS versions of the app have been well-received, proving the app's effectiveness in addressing the challenges faced by ROTO and its customers.
Performance and results
The custom B2B mobile app has exceeded expectations, showing impressive results within the first six months of its launch:
- Sales growth: The app achieved an 18% share of mobile orders within the total HoReCa volume, surpassing the initial KPI of 15%.
- Monthly growth trends: Exponential growth trends suggest a 23% share of mobile orders by the end of the year, indicating continued success.
- Order processing time: Processing orders through the app is twice as fast as phone calls and four times faster than emails or WhatsApp messages.
- App rating: The app has an average rating of 4.7 on app stores, reflecting high levels of customer satisfaction.
These results have had a significant impact on ROTO's operations, with the app contributing to an average monthly mobile order income of €1.3 million and a revenue growth of 5.43%. Moreover, the app has allowed ROTO to reassign 17% of its call center workforce to other sales activities and save one hour per worker daily for other productive tasks.
The custom B2B mobile app has revolutionized ROTO's beverage distribution process, delivering impressive results and setting a strong foundation for future growth. The success of this project highlights the importance of identifying the right issues, devising tailored solutions, and continuously improving based on user feedback. This approach ensures that both the company and its customers reap the benefits of digital transformation, leading to long-term success and sustainability.
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.