The Morning Market Application

Our experience developing a personalized online shopping experience for over 250 shops

Customer Profile:

Our Client is a traditional Morning Market organizer based out of Japan. The Morning Market boasts approximately 250 stores offering take-home souvenirs, seafood, vegetables, fruit, sweets, and other FMCG products. The Morning Market is open for business from as early as 5 am (6 am during the winter) and closes at noon.

Problem Statement:

The outbreak of Covid 19 forced the morning market to close temporarily, causing a hard time for both the customers and shop owners. Senior citizens represent a major share of customers who aren’t very familiar with online grocery shopping and might take a lot of time building their order, leading to a high percentage of abandoned baskets. As to help with the situation, an online shopping platform enabled with AI & ML and an easy-to-use user interface will address the problem. The platform should be capable enough to suggest personalized shopping lists depending on the customer buying pattern. The suggested online platform with an easy-to-use user interface and personalized shopping list can reduce the resistance for customers over new technology and make sure that the market is functional digitally with 25% more efficiency.

Project Background:

With the pandemic still ongoing, the number one priority for the client wanted to limit their customer’s exposure to outside as much as possible to reduce any possibility of catching the virus. The Morning Market organizers came to us, asking for suggestions on how to implement a disruptive business model to help their customers and shop owners. We suggested an application that can be used on smartphones to help affiliated stores to sell their products online. Online shopping is more convenient as the customers can purchase all items in the morning market. All they have to do is set up your accounts for online payment methods, place the orders, and wait for the order to arrive on your doorstep.


  • Evolving market trends
  • Boosting storage and delivery cost: One of the main problems faced is that their storage cost might fluctuate rapidly. Many elements are affecting the attributes like taxes, rent of the storage space, maintenance issues, electricity, and many more. Apart from the same, the Delivery cost can vary according to the expansion of the transportation maintenance costs, fuel costs, etc.
  • Non-tech savvy customers


Development language: Java spring Database Server: MySQL File Storage: AWS S3 Hibernate Content Delivery: AWS CloudFront


Innovature proposed a personalized digital experience that focuses on the customers’ needs and goals throughout their shopping experience. From the moment they start searching to the moment they check out; their user experience is optimized based on their preferences. To the customer, it will seem like a personal shopper takes them by the hand and leads them along shelves that are stocked with products, deals, and content specifically selected for them. We provided a bigger and higher value shopping basket as retailers with a personalized experience notice their customers tend to put more value in their shopping basket, and they do it faster – leading to more and higher value check-outs. We also helped to do targeted promotion of their brand products to specific groups of customers. This is the online equivalent of displaying a brand on the most visible shelves to the customers who are most interested in specific products. Innovature has gone its way to collect and interpret data to implement personalization with two main components: data collection and data interpretation. Data collection helps to understand the customers’ behaviour including the location of the customer, commonly used search terms, popular products, the path to purchase. Data interpretation- Interpreting the data should help answer questions like: What kind of customer buys what kind of product? Who is more likely to buy through which channel (e.g., desktop/laptop, mobile device, et…)? What affects the buying decisions of consumers who live in a specific region or city? How can we obtain more value from our customers? The answers to these questions will allow the online store to provide a personalized experience to customers – helping them to spend more on products they want.


  • Better Inventory and Order Management.
  • Enhanced Convenience.
  • Analysing consumer behaviour & delivering personalized offers.
  • Order Tracking.
  • Different Payment Options.

Return on Investment:

The E-commerce platform enabled with a personalized digital experience and an easy-to-use user interface was able to break the resistance of the customers over online ordering platforms and provide a seamless experience for the customers, store owners, and the organizers with 25% more efficiency and operating 100% virtually.