Dayla Drinks are a leading drinks distributor specialising in
On-Trade business. In recent years they have become a leading name in the wholesale
drinks world, with more than 3000 products and almost 100 staff members.
Before SwiftCloud, what were the areas you found most challenging in the business e.g. manually processing of orders, repeat ordering, product information, convenience etc?
DG: As a company we are experiencing very strong growth – and as a result found the volume of incoming orders becoming a challenge. We had traditionally taken a relaxed approach to late orders or unusual orders – and those by voicemail as well as email. Our specialist telesales team was able to handle the growth in incoming phone orders but orders coming in after cut-off times or when the office was not manned were becoming too much to process and were having a knock-on effect on the efficiency of the transport fleet. There was always a rush to get through to the order team mid afternoon with some customers experiencing difficulty making contact – and the telesales team having to work at speed and unable to devote time to individual customers.
How has your experience with SwiftCloud impacted the following areas of your business: The ordering process, accuracy, and efficiency ?
DG: We re-launched our SwiftCloud offering to the sales team, and to the customer base. Now over 30% of our business comes in through this method. Customers can dwell online and browse for their orders. Telesales operators have more time to deal with queries and requests for information – and importantly, can upsell offers put in place by brand owners, as well as spend time resolving customer queries.
Customer Relationships ?
DG: A growing number of our customers either demand to order online or see the benefits to it. We can stress that we are a forward-looking business but will retain the human element. Customers have the choice as to whether they use SwiftCloud – however those customers who were leaving difficult voice messages or complicated or ambiguous email orders have been encouraged to use the system. This reduces input errors and allows the customer to check their order before sending.
Sales, Volume and Value ?
DG: Since we moved to encouraging use of the SwiftCloud App, our average order size online has increased each month over the last nine months. And our order total Online grows by over 20% each month. The number of lines ordered is up every month - and we find that the average order size is 41% higher than the average of all orders taken, by any method (phone, email etc).
Product Information ?
DG: When the customer browses, they can see a visual representation of the brand or pack – which isn’t possible when ordering by phone. This is an important tool for any sales operation. We have also been able to show a brief description of more complex products such as wine on the App, which also adds weight to the selling message and the customer’s decision making.
Stock and Pricing ?
DG: Users can see a net price for their chosen product. We can capture all orders in full. Occasionally we may be out of stock of a product, but by allowing the customer to place the order we can get an accurate gauge of demand and adjust our stock holding accordingly. In the event of an item being out of stock we are able to make contact quickly with the customer to offer an alternative or advise of an in-stock date.
Which of the many functionalities of SwiftCloud have had the greatest impact on the
customer experience?
DG: Customers particularly like the shopping lists – for ease of re-ordering and the offers line is useful for adding value to the customer’s order process. Customers report back ease of use – and once they start using continue to do so. This is reflected in the additional number of customers we see using the App each month. It is important for them to be able to use the additional information section before they finally check out – and we always check for any queries, requests for more information – or change to delivery instructions.
With regards to implementation and ongoing Customer success support, how would you describe your overall experience with the team at SwiftCloud?
DG: Very good – the response to questions and contact is first rate.
Are there any useful statistics that you could share with us?
DG: Since September 2022 we have focussed on presenting usage of this App to our customer base – and devoted a full time Online Manager to the exercise.
Each month since September 2022 we have seen growth in usage. Orders take on the App are 41% higher in value than the average for all orders taken. Now this may not all be purely as a result of the App – and perhaps the better, more “tech savvy” customer is more likely to use it. If that ‘s the case
then we have done the right thing by those customers by having the App in the first place. In terms of order processing time – take May 2023 – 1,833 orders came in through the App. If each order would have taken a telesales operator 6 minutes to input explain, check, confirm and send, then 184 valuable, expert person-hours has been regained by the company to use on customer service and profitable upselling. This can mean happier suppliers as well.
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