RedMart, a Singapore based online grocery marketplace, has a mission to save shoppers time and money for the important things in life. It offers competitive prices on a wide range of groceries and household essentials with the convenience of home delivery seven days a week.
Founded in March 2011 by Roger Egan, Vikram Rupani, and Rajesh Lingappa, the company is backed by well-respected investors and advisors, including Toivo Annus (Skype Co-founder), Eduardo Saverin (Facebook Co-founder), Jason Ackerman (CEO of FreshDirect), Visionnaire Ventures, and SoftBank Ventures.
The company management believes that customer centricity is the key for any e-commerce company, and is constantly looking for ways to become more customer centric.
RedMart maintains a 100,000 square foot warehouse, which can store tens of thousands of items. The company regularly stocks more than 16,000 products, with more added on a regular basis. Fast, updated insight into inventory and shipment data is important to ensure RedMart meeting its customers’ expectations.
RedMart’s business intelligence (BI) team also wanted to keep close track of customer behavior on the web and mobile channels. They knew that data could give them insights necessary to deliver personalized experiences, determine optimal pricing, and improve customer service.
But while the team had the data they needed, they had no mechanism in place to get timely insights that could guide business decisions.
Earlier the team was using a SAAS-based business intelligence tool that had limited reporting capacity, supporting only canned reports.
Unfortunately, most of RedMart’s data was in different silos and the reporting mechanism allowed for only one report at a time from each data source. Even worse, business users were not able to access the data themselves—instead the IT department was required to handle report generation. Ad hoc reports took so long to create that the answers were stale by the time the reports were delivered. And if newer data became available, the report had to be run again—a process that could take days.
As a result, departments often resorted to producing their own analyses in Microsoft Excel, which isn’t an ideal tool for this function since it takes longer and brings down the reliability of data. This process prevented management from making fast, informed, data-driven decisions.
“We were keen on a tool that could produce useful, user-generated reports,” said Prashant Parashivapgol, BI Architect, RedMart. “From my experience, I knew Tableau was the best solution to help us transform data from multiple sources into useful information.”