Business Situation

Spencer's is one of the most preferred brands of India and enjoys a reputation for its premium quality products and customer services. In Kolkata, Spencer's have set up multiple stores at the busiest parts of the city, catering to thousands of customers each day.

Those outlets, along with the Grocery and food items, sell the premium quality wine. Because of good reputation and product quality, such wine stores soon became popular within a short span of time after the launch.

In 2014, Spencer's Kolkata decided to test a new business model; the pivotal point being a mobile application through which clients could browse through the Liquor stores and place their orders, to get it delivered to their homes.

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Challenges

The app required being easy to use, flexible with back-end support of an agile supply chain management, to be a success.
Agile supply chain required a detailed overview of the sales process and human resource utilisation. For that, restructuring sales team hierarchy was necessary without overburdening anyone.
Moreover, the concept was relatively new in Kolkata; the user experience had to be of premium quality. Had the users not enjoyed browsing through, the entire plan would have fallen through.

Solutions

  • MaxMobility developer team focused on two distinct mobile platforms (iOS and Android) for wider customer acceptance and faster app performance. The designer team utilised the designing elements of native OS and familiar fonts so that customers feel comfortable while using the app. In this way, MaxMobility developed "Spencer's wine and liquor app" which later served as the core of Spencer's entire business model.
  • The application could generate both the order details report and status report. The admin could use those reports for assigning responsibilities to delivery personnel accordingly.To provide a solution for responsibility distribution related challenges and dividing the workload, three separate admin users were created with distinct privileges.
  • MaxMobility developed another android platform based application for delivery team. Through this app, they would receive an SMS on any new delivery assignment and could send the order delivery status to the admin directly from the field. This android application for delivery personnel helped MaxMobility to overcome the challenge of synchronising the supply chain and mobile application.
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Results

The acceptance of the mobile application based business model had exceeded the expectation and it is still serving very well. So far, the application has been downloaded tens of thousands of times and thousands of inquiries have been placed through it.

Because of transparency of sales operation, the efficiency of supply chain and optimum usage of the human resource have also improved. Briefly, based on the success metrics involved, MaxMobility successfully helped Spencer's to achieve their business target and stay ahead of the competition.

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