Online Grocer Optimizes Supply Chain Commerce

Manhattan Associates’ warehouse management system increased RedMart’s fulfillment capacity by more than 50 percent


AtlantaNov. 12, 2013RedMart, a Singapore-based online grocery service, announced that it completed three months of operations post the successful implementation of Manhattan SCALE, a warehouse management system (WMS) developed by supply chain commerce solutions provider, Manhattan Associates. This is an important milestone for RedMart as this implementation can allow it to further accelerate growth while maintaining high service levels.

When asked why RedMart chose to implement a WMS, and in particular, Manhattan SCALE, Vikram Rupani, RedMart's co-founder, COO and CFO said, "Like many start-ups, RedMart was founded with little resources and a big vision—to disrupt traditional grocery retail by offering customers a better way to shop for their everyday household essentials. Shortly after we launched in October 2011, we realized that our manual fulfillment processes would not allow us to scale the business efficiently. Not only did Manhattan SCALE offer the necessary robustness needed for our business, but we were also impressed by the Manhattan implementation team."

Rupani continued, "Fulfillment capacity increased by over 50 percent in the week immediately following the implementation and we believe we can increase capacity by approximately 15 percent each month for the foreseeable future, without any significant increases in headcount."

With RedMart's technology strategy already leveraging Amazon Web Services' (AWS) cloud-based infrastructure, Manhattan SCALE was also deployed in the AWS cloud. RedMart worked closely with the Manhattan team to optimize performance and ensure there were no latency issues for on-premise devices, including printers and scanners. RedMart reported zero issues related to AWS or Manhattan's ability to deploy in this manner.

RedMart's WMS implementation coincides with the recent launch of its proprietary e-commerce web platform and iPhone application in early July. To cope with rapid growth, the company expanded its 12,000-square-foot warehouse by 50 percent to 18,000 square feet in June and plans to add another 47,000 square feet by the end of the first quarter in 2014. It also expects to launch an Android app toward the end of this year.

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