Scaling up: How we helped Scottish SME Fishbox solve a customer conundrum.
Fishbox – Seafood subscription service delivering fresh fish to customers around the UK working along side Scottish Sea Farms.
Professor Rachel Norman – Chair in Food Security and Sustainability
Professor Herve Migaud – Personal Chair
Fishbox is a subscription-based service that delivers fresh seafood packages directly to consumers. Thanks to their rapidly-growing subscriber base, the process of tailoring each Fishbox to suit customers’ stated preferences demanded a complex, mathematics-led solution.
Fishbox was founded in 2014 with the aim of delivering fresh, sustainable seafood from Scotland directly to subscribers across the UK. The popularity of their product range saw Fishbox’s customer base grow from 50 to 1,000 in less than a year, making their original method of manually checking their database and hand-picking the contents of each individual Fishbox unworkable. There were several logistical challenges for them to overcome:
With hundreds of new customers being added, Fishbox really required an automated system that showed them exactly what stock they needed to order at market. Only then could they maintain their values of freshness and sustainability into the future whilst still satisfying the unique wishes of every subscriber.
Fishbox shared their problem with the University of Stirling, and we wanted to help. To kick-start our collaboration, we applied for a Standard Innovation Voucher of £5,000 from the Scottish Funding Council.
Staff in our Computing Science and Mathematics division then set about working on an algorithm that would draw from statistical analysis of Fishbox’s customer database and information on fish availability and cost to create real-time, automatically generated shopping lists for the company. The resulting mathematical framework has dramatically increased the automation in Fishbox’s ordering process without sacrificing any of their trademark personalisation – allowing them to scale more easily and unlock their potential for growth.
Our positive relationship with Fishbox has already paved the way for further collaboration with the company, and the advanced algorithm our team created has potential to solve other real-life business problems.
We knew we needed a really bespoke solution to our problem, and we have thoroughly enjoyed working with our academic partners at Stirling – the team are so enthusiastic, knowledgeable and resourceful, and we are looking forward to continuing our collaboration.