Oda scales customer growth by 5x with Fivetran

"Fivetran saves us time, letting our data team focus on driving performance and bringing insights to stakeholders. It speeds up our innovation, helping us deliver a better customer experience."
— Niklas Woxlin, Director of Data and Insights at Oda

Oda, a Norwegian online grocery delivery company with 2,100 employees, has rapidly become a key player in the e-commerce grocery industry. Founded in 2013 and active in Norway and Sweden, Oda uses advanced logistics, technology, and sustainability practices to provide an efficient and user-friendly experience for customers.

With a strong focus on innovation, sustainability, and customer experience, Oda looked to utilise data, consolidate its processes, and differentiate itself as a leader in the future of online grocery shopping. The company aimed to consolidate its foothold in the Nordics with greater efficiency before expanding internationally. 

Niklas Woxlin, Director of Data and Insights, leads a team of data scientists, engineers, and analysts tasked with driving the data aspects and business strategy for the end-to-end customer experience, including internal logistics.

One of the key challenges for Woxlin and his team is ensuring groceries are consistently delivered on time while meeting quality standards. This requires access to real-time, always-on data across Oda’s complex data architecture, ensuring critical processes run smoothly. 

However, Oda’s processes were inconsistent, relying on spreadsheets, manual data stitching and point-to-point integrations. This slow, error-prone approach compromised data integrity. To grow its customer base beyond 10,000 and solidify its position in the Nordics, Oda needed a solution to automate data movement and drive growth through improved data intelligence. 

Fivetran streamlines fulfilment from supplier to customer

Oda has been a pioneer in adopting cutting-edge technology, becoming one of the first Snowflake customers in the Nordics. Fivetran’s seamless integration with Snowflake made it an obvious choice, leading Oda to adopt Fivetran in 2019. 

Oda collects vast amounts of customer and supply chain data as goods move from suppliers to warehouses, through processing and into delivery vans before reaching customers. Woxlin notes there are countless data points to track, highlighting the scale of data they manage.

To streamline fulfilment operations, Oda leverages Fivetran to integrate data across its logistics processes. By connecting seamlessly with PostgreSQL databases that empower Oda’s in-house developed applications for warehouse picking and delivery, Fivetran modernised fulfilment tracking from a manual, error-prone task into an efficient process, enabling the team to focus on extracting business insights.

According to Woxlin, "With Fivetran, integrations were set up once, and we haven’t had to monitor or troubleshoot them since. This allows our team to focus on driving value from the data rather than managing pipelines." 

Centralising data on product availability, delivery times, and costs in PostgreSQL helps Oda better coordinate with suppliers and reduce delays. By combining supplier data with sales and inventory data, Oda optimises order fulfilment to ensure accuracy and timeliness. Additionally, analysing delivery data and order data together allows Oda to identify bottlenecks, improve delivery times, and reduce operational costs. With Fivetran’s high data throughput and low latency, the team accesses real-time insights that significantly enhance operational efficiency.

On the marketing side, Fivetran integrates with SurveyMonkey, automating the collection and analysis of customer feedback and survey data. This gives Oda’s marketing team actionable insights into customer sentiment. The team can also consistently track advertising performance across channels like Snapchat, Twitter, and Google, enabling more accurate reporting and better-informed business decisions.

Fivetran has become an essential part of Oda's data strategy, supporting both operational efficiency and customer insights. As the business and its use cases continue to grow, Woxlin anticipates further expansion to meet the evolving needs of the online grocery landscape.

96% time savings accelerate growth and innovation efforts

Woxlin says Oda’s biggest win with Fivetran has been time efficiency. A data analyst can now set up a pipeline from SurveyMonkey to Snowflake via Fivetran without requiring a data engineer. 

“If we built a custom integration ourselves, it would take two to three weeks. With Fivetran, we can do it in an afternoon and immediately access the data.”
— Niklas Woxlin, Director of Data and Insights at Oda

This shift translates to a 96% reduction in the time needed to integrate data into Oda’s workflows, enabling Oda to respond and pivot strategies quickly. "Teams can solve problems themselves with Fivetran without waiting on a central team with a backlog," says Woxlin. 

These time savings also allow Oda's data team to be more proactive, pushing insights to stakeholders rather than just responding to requests. For Oda, the ability to iterate and innovate quickly has been transformative, as Fivetran enables faster innovation cycles, leading to better customer experiences. 

Since adopting Fivetran, Oda’s monthly user base has grown 5x due to better use of data to procure and service customers. The relationship between Fivetran and Oda has been highly collaborative, helping Oda maximise the value of their online grocery solution. A strong data foundation has empowered Oda to innovate and adapt quickly in a competitive market, positioning the company for continued growth and success.

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