SmartRoutes > Case Studies > Enhancing Grocery Home Delivery: A Case Study on Musgrave's Implementation of SmartRoutes

Enhancing Grocery Home Delivery: A Case Study on Musgrave's Implementation of SmartRoutes

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Technology Category
  • Analytics & Modeling - Real Time Analytics
  • Cybersecurity & Privacy - Identity & Authentication Management
Applicable Industries
  • Retail
  • Transportation
Applicable Functions
  • Logistics & Transportation
  • Procurement
Use Cases
  • Last Mile Delivery
  • Time Sensitive Networking
Services
  • System Integration
About The Customer
Musgrave is Ireland's leading food retail, wholesale, and food service company. With a 146-year heritage in food and brand innovation, Musgrave is one of Europe's most successful family-owned businesses. The company feeds one in three people in Ireland through its 11 market-leading food and beverage brands, including SuperValu, Centra, Frank and Honest, and Musgrave MarketPlace. These brands are developed in collaboration with local entrepreneurs based in the communities they serve. The case study focuses on the grocery home delivery service offered by 10 of their SuperValu stores in Dublin, Limerick, Waterford, and Kilkenny.
The Challenge
Musgrave, a leading food retail, wholesale, and food service company in Ireland, faced challenges in managing its grocery home delivery service across its 10 SuperValu stores. The company was using routing software in four of its larger stores, but it lacked essential features like a driver app, leaving them without a direct link to their drivers. In the remaining six stores, the delivery planning was done manually using a 'Daily Delivery List'. Drivers would scan the list, discuss the routes among themselves, and then decide which orders to take based on their local knowledge. This process was time-consuming and lacked efficiency. Furthermore, drivers would sometimes contact customers to check if they could deliver their orders earlier to group nearby orders together. Musgrave aimed to improve the delivery experience for their customers, gain more control and visibility over their delivery operations, reduce the time spent on manual route planning, and ensure deliveries were completed within the chosen delivery windows.
The Solution
Musgrave implemented SmartRoutes, a route planning software, to streamline its delivery operations. The software automatically plans and assigns routes to drivers based on customers' chosen time windows, location, and delivery vehicle capacity. This implementation significantly reduced the administrative overhead of planning routes and increased the efficiency and productivity of the delivery process. The software also includes a Drivers Mobile App, which sends routes directly to the drivers, allowing them to start their day immediately without spending time organizing their routes. SmartRoutes also introduced customer notifications, providing customers with an SMS containing a live tracking link when their driver is 30 minutes away. This feature significantly reduced customer wait time and almost eradicated queries coming through the help desk. The software also includes a live tracking dashboard, allowing management to monitor driver progress, identify delays, and make informed decisions in real-time. The drivers can also update incorrect Eircodes and other customer information in the system, streamlining the delivery process and improving customer service.
Operational Impact
  • The implementation of SmartRoutes has significantly improved Musgrave's grocery home delivery operations. The software has provided the company with total oversight over their drivers, which was crucial for the success of their delivery service. The introduction of a lane system in their warehouse, facilitated by SmartRoutes, has allowed for better organization of deliveries and reduced the likelihood of leaving parts of orders behind. The company can now accurately estimate capacity and reduce where necessary, improving customer service, particularly in cases where they had previously overestimated their capacity. The software has also improved communication with customers, who are now kept well-informed about their deliveries. As a result, Musgrave has seen an overall increase in their Net Promoter Score (NPS), indicating improved customer satisfaction. The ability to track key metrics like 'Sequence' and 'Delivery on Time' has also enabled the company to identify areas for improvement and enhance efficiency.
Quantitative Benefit
  • Saved 1-1.5 hours per store, per day by automating route planning and assignment.
  • Reduced fuel consumption by approximately 12% per delivery.
  • Increased delivery capacity by approximately 15%.

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