Headless commerce, PWA, Multi-sites, Composable Commerce, Middleware
Jimmy Brings, the Uber of Alcohol
For those in Australia, Jimmy does not need any introduction. For everyone else, Jimmy Brings is Australia’s first on-demand alcohol delivery company, bringing their customers a range of great value products. They are the Uber of Alcohol: delivering cooled wine, beer and spirits to wherever you are in just 30 minutes (or under).
The idea of alcohol delivered within 30 minutes may seem simple, but it needs a lot of clever technology, including a complicated network of delivery and stock management to make it happen. All of that combined with cool branding proved to be very successful. Two years after their launch in 2015, Jimmy Brings was acquired by Woolworths, Australia’s largest retailer. Today Jimmy Brings forms part of the Endeavour Group Limited (EGL), where they continue to grow. They are considered one of the most successful and fastest growing startups in Australia.
Luke Calavassy, Head of Jimmy Brings
Challenge
In a short period of time, Jimmy Brings expanded across Australian territories. Their growth was extraordinary. Fuelled by edgy marketing, an easy to use service and probably also a bit due to the Covid lockdowns, Jimmy’s striking purple delivery vans were all of a sudden spotted everywhere.
While the growth was going without friction, their systems started to hit their limits.
"Our technical infrastructure had evolved organically over time as the business grew from modest beginnings." said Luke Calavassy, head of Jimmy Brings. "The mobile apps and website were technically fragmented and our commerce platform overall was not built for performance and reliability at scale. It was also physically hosted which meant we were literally ordering servers every year before Christmas. We knew we had to focus on where we wanted to be, not just patching the holes, so we could deliver on customer expectations at scale. We believed that Deity was the solution to help us get there.”
With the help of Deity’s software architects and tech leadership team, Jimmy Brings was able to establish what they needed.
The Solution
“Providing our customers with an amazing experience is imperative for us at Jimmy Brings.” said Luke Calavassy, Head of Jimmy Brings. “We are proud to be the largest on demand alcohol retailer in Australia, underpinned by an intricate logistics business that operates at speed. Despite these complexities, we are focused on making every online interaction localised and seamless for our customers - irrespective of what device they are using”
With Deity as their foundation, Jimmy Brings was able to build a complete composable digital experience platform, across all devices. They could pick the right tools to map their business processes 100% to what their customer needed, while Deity provided them with connections and orchestration between all services.
Jimmy Brings uses Deity as the core composer and utilizes their PWA storefront to deliver a unified web and native app experience. The app, based on the same codebase, is available on the web as a PWA, and on both the Google and iOS Store as a native app. By launching the PWA in a native environment, Jimmy Brings has access to native functionality, including Push Notifications.
On the back-end, BigCommerce connects to Deity’s Commerce Composer to deliver core commerce functionalities, while at the same time using the promotion engine Talon.One to provide campaigns based on valuable and high-quality data. Additional services completing Jimmy Brings’ tech stack include Contentful for extensive content management, Algolia for search optimization and Stripe and WPay for payments.
By using Deity’s unique Commerce Composer, not only could they utilize modern SaaS products, but they were able to combine all of this with their own, tailor made and highly customized commerce services.
Thorunn Devoy, Head of Partnerships at Talon.One
A Milestone in MACH
The launch of the Jimmy Brings new web experience is a true milestone in the world of Composable Commerce and MACH. It proves without a doubt that with a strong vision it is possible to create an ecosystem that is truly best for the business.
We made a selection of best in breed technologies, custom made services and combined that all with an excellent front-end experience. Standing in the middle you can find our Commerce Composer, the true force and ‘secret’ behind successful Composable Commerce projects.
With the use of Deity technology, Jimmy Brings can take control and orchestrate the entire ecommerce journey. They are now equipped with a platform ready to accelerate their future growth, without limitations.
