Background: A Tech enabled Marketplace in Nigeria's Market
Manual processes were costing OyaNow time, money, and customers. Eddress delivered a complete digital transformation—and the results speak for themselves.
The Challenge
OyaNow Logistics Limited, a leading logistics and tech company operating in Lagos and Abuja, Nigeria, faced a critical operational bottleneck that threatened their growth trajectory. As Gloria, CEO of OyaNow, explains: their entire business ran manually through calls and WhatsApp messages.
Every customer request created intense pressure on their team. When bulk orders arrived simultaneously, staff struggled to manage requests sequentially while customers expected immediate attention. Since time is a core component of OyaNow's value proposition, these delays directly impacted customer satisfaction and retention. The company had no visibility into rider locations, no ability to track deliveries in real-time, and no centralized system to manage their growing customer base.
The manual approach meant OyaNow couldn't scale efficiently, had limited data insights, and risked losing customers to competitors offering more convenient digital experiences.
The Solution
OyaNow partnered with Eddress, an online ordering and delivery management platform designed specifically for logistics businesses operating in emerging markets. Eddress provided a comprehensive software solution that automated order management, delivery tracking, and customer communications.
The implementation included a customer-facing mobile app for iOS and Android, a robust backend management system, and integrated tracking capabilities that provided end-to-end visibility. Eddress automated the entire order flow—from customer request through dispatch, tracking, and delivery confirmation.
Key features deployed for OyaNow included automated order notifications, estimated time of arrival (ETA) tracking, real-time GPS monitoring of riders, comprehensive reporting and analytics, and a customer database management system. The platform eliminated manual data entry and provided OyaNow with actionable insights into every aspect of their operations.
Implementation and Adoption
The digital transformation required a strategic customer education campaign lasting approximately six to twelve months. OyaNow's team had to convince their customer base to transition from calling or messaging to using the mobile app.
Many customers initially resisted, citing concerns about phone storage space or unfamiliarity with app-based ordering. OyaNow addressed this through targeted advertisements, broadcast messaging, and emphasizing the benefits customers would gain—including faster delivery times, real-time tracking, and more competitive pricing.
The persistence paid off. As more customers downloaded the app and experienced the convenience firsthand, adoption accelerated organically.
The Results
The transformation delivered a measurable impact across multiple dimensions of OyaNow's business.
Operational Efficiency: Eddress dramatically reduced the human effort required to manage deliveries. Staff no longer needed to manually call riders to determine locations or relay order details through phone calls. The automated notification system ensured every order received immediate attention without overwhelming customer service representatives.
Enhanced Tracking and Visibility: Real-time GPS tracking provided complete visibility into every delivery. Customers could see exactly where their orders were at any moment, significantly reducing "where is my order" inquiries. The ETA tracking feature allowed OyaNow to proactively identify and address delayed orders before they became customer complaints.
Data-Driven Decision Making: The platform's comprehensive reporting capabilities gave OyaNow unprecedented access to business intelligence. Management could now track:
- Total orders delivered
- Revenue generated
- Customer acquisition trends
- Rider performance metrics including kilometers covered
- Order history for every customer since implementation
Improved Customer Experience: Automated order confirmations, transparent tracking, and faster delivery times elevated customer satisfaction. The seamless digital experience helped OyaNow compete more effectively against larger competitors and positioned them as a modern, tech-forward logistics provider.
Business Scalability: By eliminating manual bottlenecks, OyaNow gained the infrastructure to handle significantly higher order volumes without proportionally increasing staff. The platform created a foundation for sustainable growth across new markets and service categories.
Looking Forward
OyaNow continues to leverage Eddress to expand their service offerings and geographic reach. The company has identified API integration capabilities as their next priority, which would enable them to connect with enterprise clients seeking to integrate OyaNow's logistics services directly into their own platforms.
As the Nigerian logistics market continues its digital transformation, OyaNow's partnership with Eddress positions them to capitalize on growing demand for reliable, technology-enabled delivery services across West Africa.
