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Platter of catered food.

Case Study

Leading UK Grocer Unifies Fragmented Customer Journeys with Smarter Promising and Enhanced Fulfillment Flexibility

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-5% Late Orders to Customers
30% Proactive Late Order Alerts
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Discover how Nextuple's domain expertise and Order Promise Accelerator transformed a leading UK supermarket's grocery business.

Executive Summary


A leading UK grocery retailer partnered with Nextuple to unify its grocery and food-to-order shopping experience. By implementing Nextuple’s Order Promise Accelerator, the retailer enabled seamless basket creation, expanded fulfillment options, and dynamic order promising—resulting in higher revenue, improved customer satisfaction, and greater operational efficiency.

Executive Summary

A major UK supermarket chain sought to elevate the customer experience for its specialty food ordering service to ensure fast accurate pickup and delivery times by seamlessly integrating it with its primary online grocery platform. Nextuple facilitated this transformation by configuring and deploying its Nextuple Order Promising Solution, resulting in a consistent, reliable, and user-friendly order capture and promise experience.
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The Customer

One of the UK’s largest grocery and general merchandise retailers, this company operates over 1,400 stores, serving millions of customers weekly. With annual revenue exceeding £30 billion, they have a robust presence in both brick-and-mortar and digital commerce.
 
Seeking to enhance their omnichannel experience, they aimed to unify the online journey for customers purchasing everyday essentials and specialty food items. Nextuple was chosen to optimize order capture and promise capabilities, ensuring a frictionless, integrated shopping experience.
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The Opportunity


The retailer’s food-to-order service—covering items like sandwich platters, sushi, and cakes—operated separately from grocery shopping. This disjointed experience forced customers to navigate two different purchase paths. Moreover, while grocery orders provided multiple fulfillment options, including home delivery, buy-online-pickup-in-store (BOPIS), food-to-order purchases were restricted to in-store pickup only.

This fragmented journey created friction and led to missed revenue opportunities:

  1. Reduced Basket Size & Cross-Sell Gaps: A customer shopping for a birthday party might add snacks and drinks but never see recommendations for a cake or party platter since food-to-order items were siloed. This lack of integration resulted in lost upsell potential.
  2. Limited Fulfillment Options & Customer Convenience: Grocery orders supported home delivery and BOPIS, while food-to-order items required in-store pickup. Customers wanting both groceries and catered food for an event faced an inconvenient split fulfillment, often leading them to abandon the purchase or seek alternatives.

To address this, the retailer sought a unified shopping and fulfillment solution that would integrate food-to-order seamlessly with their grocery platform.

The Opportunity

The supermarket faced challenges with its specialty food ordering service, particularly in the areas of order capture and promise. The legacy system operated independently from their main online grocery platform, leading to an inconsistent, disjointed, and less-than-ideal customer experience. This lack of integration prevented customers from conveniently ordering specialty items alongside their regular groceries, creating a split shopping journey. To address this, the supermarket sought to integrate its specialty food offering into its primary online grocery ecosystem, providing a single, unified, seamless experience for customers

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The Solution

Previously, the food-to-order website used static lead times to generate promise dates. To integrate with grocery, the retailer required an application or service that could provide accurate, real-time promise dates, factoring in item exclusions on specific days.

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Nextuple developed a tailored solution leveraging its Order Promise Accelerator, ensuring seamless integration with the retailer’s existing technology stack, that enabled real-time promise calculations across PLP, PDP, and Checkout by:

✅ Accounting for store-specific vendor lead times

✅ Dynamically adjusting based on day of the week, processing capacity, and fulfillment cutoffs

✅ Incorporating store processing capacity, and critical order creation and fulfillment cutoffs

✅ Minimizing disruptions to existing systems while improving website performance

With an ultra-fast response time (13ms avg, 20.5ms P95), the solution delivered accurate promises while preserving system stability and scalability.

Moreover, the cloud-agnostic solution provided deployment flexibility, allowing the retailer to seamlessly implement it on their AWS infrastructure without major system overhauls.

The Results


Nextuple’s solution transformed the retailer’s online shopping experience by seamlessly integrating food-to-order with grocery, eliminating friction and unlocking new revenue opportunities. Customers could now add all items to a single cart, increasing basket size through smarter cross-sell recommendations. Expanded fulfillment options improved convenience, reducing order abandonment. From an engineering standpoint, dynamic lead times ensured precise order promising, while the low-latency, high-scalability solution enhanced performance without disrupting existing systems. By bridging this gap, the retailer improved customer satisfaction, operational efficiency, and overall sales growth.

Nextuple empowers retailers to achieve these results with innovative micro-services-based Nextuple Order Management Studio accelerators and expert services.

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