Routes needed more flexibility
Customer ordering patterns were changing, creating an opportunity to plan rounds around the customers actually needing a delivery each week.
Customer story
From half a day of month-end admin to around 20 minutes.
How a family-run egg producer and distributor modernised its delivery operation with RouteMagic, bringing route optimisation, mobile van sales, ePOD and Xero-connected invoicing into one connected workflow.
“The end of the month used to be a big time for sending out statements. Now it’s 20 minutes, probably from half a day.”
Business
Family-run egg producer & distributor
Live since
October 2025
RouteMagic modules in use
- Telesales Scheduling
- Customer-Specific Pricing
- Analytics
- Route Optimisation & Monitoring
- ePOD
- Accounts
- Xero Integration
½ day → 20 min
Month-end statement admin
≥30%
Admin & data-entry time saved
100%
Van-sale orders recorded via mobile
≈97%
Delivered orders with signed ePOD
The company
A family-run egg producer and distributor.
Jim Blakemore's Farm Eggs is a family-run business in Pavenham, Bedfordshire. The family has been producing eggs since the early 1960s, supplying farm shops, cafés, local shops and other customers through its own delivery operation.
Its delivery model depends on regular customer contact and an experienced team. Any new system therefore had to make the operation easier to run without disrupting the personal service customers already knew.
The opportunity
A successful operation ready for more flexibility.
Blakemore Eggs had built a long-established and successful delivery operation supported by its own Microsoft Access-based system. As the business evolved, the team wanted technology that could offer greater connectivity, flexibility and integration across the office, vans and accounts.
The existing system continued to hold the core operational information, but some processes still relied on printed paperwork, manual data entry and fixed ways of working. RouteMagic provided an opportunity to modernise those workflows while retaining the experience and processes that already worked well.
More information could move digitally
Load sheets and van-sale tickets still involved paper, creating an opportunity to connect more of the delivery workflow digitally.
Accounts needed a more connected handoff
Operational information still had to be entered into Xero manually, taking additional bookkeeping time.
Route knowledge could be easier to share
When a regular driver was unavailable, another person still needed enough route and customer knowledge to step in confidently.
Why RouteMagic
Two priorities: more flexible routing and a more connected accounts process.
Route optimisation was one of the main reasons for changing system. Blakemore Eggs wanted each round to reflect the customers actually ordering that week, including delivery timing requests, instead of simply repeating the same historic sequence. The second priority was removing the manual handoff into Xero.
“Another major issue was the amount of manual data entry into Xero. Removing that has freed up a significant amount of bookkeeping time.”
The solution
One connected flow from call schedule to delivery, proof and accounts.
Blakemore Eggs went live with RouteMagic in October 2025. Telesales, route optimisation, mobile van sales, ePOD, payments and invoicing now sit in one connected workflow, with Xero integrated from the start. Instead of information being passed between paper and separate systems, each stage feeds the next.
Sales calls are organised in RouteMagic
The team uses the call-sales and call-schedule workflow almost every day to manage customer ordering activity.
The route can change with the week's demand
Stops can be sequenced around who actually needs a delivery rather than simply repeating the same historic round.
Van sales are captured digitally
Every van-sale order recorded in production since go-live originated in the mobile app, replacing paper tickets at the point of sale.
Proof and finance follow the delivery
Signatures, payment records and invoicing sit inside a connected process, with Xero handling the accounting side without the same manual re-keying.
The rollout
A realistic, phased rollout.
Tom describes the transition as “realistic”. Moving the legacy data exposed gaps such as incomplete addresses, while long-standing working habits meant the drivers needed time to adjust. Rather than change everything at once, the business introduced the new process in stages and kept the day-to-day operation stable.
01
Prepare the data
Accurate customer and address information made the move smoother.
02
Coach the team
Long-serving drivers needed practical support to adjust to a new way of working.
03
Change at a workable pace
New processes were introduced in stages to keep the operation stable.
“The support has been very good. Barry has been particularly responsive whenever I’ve had a problem, helping us work through questions and get things resolved.”
How it works now
One lean team. One connected workflow.
By May–July 2026, three active RouteMagic users and two vans were running the core digital workflow through the system. The figures below show the typical monthly scale being handled without presenting that volume as RouteMagic-created growth.
≈677
delivery + van-sale orders / month
≈686
invoices / month
≈676
payments recorded / month
≈30.5k
units sold / month
Production source: May–July 2026, the three most recent complete months in the RouteMagic analysis.
The impact
Less admin. Faster month-end. More digital proof.
The clearest gains are in the time spent on administration, the move from paper van-sales tickets to the Driver App, and the availability of electronic delivery evidence.
½ day → 20 min
Customer-reported month-end statement time.
≥30%
Tom's estimate of admin and data-entry time saved.
100% mobile
1,979 of 1,979 van-sale orders recorded via the app since go-live.
≈97%
4,747 signatures captured across delivered orders.
“The end of the month used to be a big time for sending out statements. Now it’s 20 minutes, probably from half a day.”
Operational resilience
A round no longer has to live in one driver's head.
Sickness or holiday cover used to be difficult because so much of the round knowledge sat with the regular driver. RouteMagic puts the route and delivery information on the tablet, reducing the handover needed when someone else has to step in.
“Before RouteMagic, covering a driver’s round was difficult if they were off sick. Now, with very little coaching, someone can step in and simply follow the tablet.”
Beyond the paperwork
Records are easier to reach and verify.
Because delivery records are no longer tied to the old office server, Tom and his family can retrieve information and handle admin from home when needed. That gives the small team more flexibility when following up deliveries or customer queries.
Cash collection is also easier to trace. Around 96% of recorded payments are cash, and each collection is logged against the transaction, giving the office a clearer audit trail when reconciling the van and the money.
“The record keeping is so good that we can go back and we’ve got proof of everything. It’s made the whole process much more streamlined and easier to manage.”
Advice & recommendation
Start with clean data.
Tom's advice to other distributors is simple: get the data right before implementation. The project exposed gaps in the old records, so cleaning customer and address information first would make the move smoother and help the team get more from the system sooner.
8/10 customer recommendation
“RouteMagic has really helped improve the business. We’re continually improving, and we’re moving in the right direction.”
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