How Coop took control of grocery delivery with Mover

When the carrier owns the plan, the shipper owns the blame

Coop used to deliver groceries the way most retailers still do, by handing the order to a carrier and letting the carrier plan and drive it. From inside that setup, Coop couldn't promise an exact delivery window at checkout and had no way to guarantee delivery accuracy against its own SLA. Each carrier ran its own TMS, at its own level of sophistication, so Coop's customer support had no way to get ahead of a problem. It could only react once a customer called asking where an order was.

That single WISMO call set off a chain nobody enjoyed. Coop called the carrier. The carrier called the driver. The driver came back with incomplete information or none at all. Coop called the customer back, often to field a second question the first call didn't answer. And because the carriers held the delivery data, Coop couldn't even audit its own SLA or SOP adherence. It was managing a national grocery delivery operation without owning the facts of that operation.

Taking the wheel

Coop decided to bring distribution fully in-house, with Mover's TMS as the infrastructure. Mover won the tender for how the system is built. Whereas most TMS platforms are really assignment systems, designed to hand order and delivery data to carriers who plan and manage their own operation and share back only high-level events. Mover was built for those owning the operation directly, and it was highly configurable, matching a nationwide, high-volume operation whose needs keep changing.

"It is very valuable that the system is designed for complex logistics operations with various," says Lars Rasmussen, Commercial Director at Coop.

The route optimization engine paid for itself early. Efficiency gains showed up immediately, and continuous learning across thousands of daily deliveries kept lowering cost from there.

The part that wasn't simple

Coop's existing systems weren't built for this. Old legacy infrastructure needed work to connect with API adapters, data enrichment tools, and ongoing development to keep pace as Coop's operation kept evolving.

"Mover's assistance in integrating our legacy systems has been instrumental," Lars Rasmussen says.

It wasn't a plug-and-play switch. It was Mover's configurability, and its order tagging capabilities in particular, that let Coop apply automation across that complexity once the integration work was done, and that same flexibility orchestrate a mixed fleet of owned vehicles and external carriers in one system.

One person, hundreds of routes

Automation gave Coop consistency and fewer headcounts. Thousands of deliveries and hundreds of routes run daily under a single FTE, whose job isn't dispatching or firefighting but reviewing data and deciding what to improve next.

"I would say Mover's TMS has been instrumental in driving down the cost of our operations," Lars Rasmussen says.

Mover's team brought more than software to that role. Its logistics background meant Coop could draw on Operational Excellence, Data Analytics, and Software Development as needed, turning findings into operational changes and tangible business improvements.

Auditing carriers Coop can trust

Visibility cut both ways. Where Coop once had no access to carrier or driver-level data, it now has enough to hold every partner to the same standard.

"It has always been a top priority for Coop to ensure good conditions for our drivers," Lars Rasmussen says. "Mover's data at the carrier and driver level made it much easier for us to audit our carriers to ensure full compliance with our code of conduct."