HelloFresh uses data analysis to optimise fresh meal delivery experience worldwide

Data analysis of corporate database, website, distribution centres, customer care tickets and application usage

Berlin-based international food company, HelloFresh, has implemented a converged data platform for deeper data analysis in a bid to optimise customer experience and business operations worldwide.

HelloFresh operates in Germany, the UK, Austria, the Netherlands, Belgium, Switzerland, Australia, Canada and the USA. It serves over 7.5 million meals per month to more than 800,000 subscribers.

As part of its latest data- and technology-driven approach, the subscription-based meal delivery service said it has chosen MapR Technologies’ Converged Data Platform in order to carry out deeper data analysis with greater scale and flexibility.

HelloFresh chief technology officer, Nuno Simaria, said the company gathers data from a wide range of feedback points and analysis of this was previously done manually – an incredibly cumbersome exercise.

“Now the company has automated the process with the MapR Platform, enabling data analysis across multiple data sources including its corporate database, website, distribution centers, customer care tickets and application usage. Management teams also have the capacity to explore the data themselves in a platform geared towards self-service.”

Simaria said the platform enables HelloFresh to leverage weekly subscriber touch points, consistently manage supply chains and demand, and optimise customer experience as well as business operations.

“Since we first built our home-brewed BI system in 2011, HelloFresh has expanded into seven additional countries on three continents,” Simaria said. “What we had just wasn’t scalable, especially as our needs became more demanding. With the MapR Platform, we can process tens of millions of rows of data in a few minutes. We get results quickly, gain more valuable business insights and can act on them swiftly.”

Simaria said the company selected a data platform based on Hadoop and other big data technologies after realising its “home-brewed” business intelligence solution lacked scalability. He flagged the previous underlying data platform would quickly hit a limit as HelloFresh’s data analysis needs became more demanding.

He said deploying the MapR Platform was a clear choice after recommendations by other companies and based on the strength of the technology. It will transform operations and deliver real business benefits that optimise resources.

Key capabilities of the technology for HelloFresh include MapR NFS, disaster recovery features including Snapshots, and access to the responsive MapR support and professional services teams. Other technologies used in the HelloFresh solution include Tableau, Apache Impala and a number of third-party services hosted on Amazon Web Services.

Faster performance will enable business agility, he said. “Where it used to take nine hours to process two weeks of data, it now takes 20 minutes. This faster performance makes HelloFresh more agile, giving them more rapid access to business insights and the ability to innovate, try new things, and adjust as needed.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

I'm looking forward to Marketo moving toward providing these type of engagement metrics. The vision is there - what happens next to the p...

Emily Dick

Marketo CEO: Stop using outdated metrics, start basing marketing on engagement

Read more

Latest Podcast

More podcasts

Sign in