From orders to outstanding payments, EMIAC connected the systems behind MACOBS brands so teams can work together and founders can see the bigger picture.
An end-to-end commerce operations implementation.
Not another spreadsheet. Not a disconnected set of tools.
Five-brand implementation history
01 / THE BUSINESS PROBLEM
The business already had processes and some scripts. What it needed was a connected operating system, not more copy-paste between teams.
The change was operational, not cosmetic. The described Airtable operations flow replaced the shared-sheet workflow without giving every teammate storefront-admin access.
02 / FOLLOW THE WORK
Click a stage to see how the work moves. Every connection exists to solve a practical business problem.
A new storefront order arrives in Airtable with the details each team needs. No spreadsheet download-and-import round.
Interactive workflow illustration. No live customer or order data is displayed.
03 / WHAT EMIAC BUILT
A connected implementation spanning storefronts, teams, warehouse activity, customer communication and collections.
ORDER OPERATIONS
Storefront orders flow into a central Airtable CRM with customer, product, billing and campaign details.
Calling, logistics, tracking, marketing and finance work through relevant tables, views and access. Menhood and Nayab also had WordPress workflows before moving to Shopify.
SHIPPING & TRACKING
One-click partner shipping, customised labels and branded tracking pages connect fulfilment to the CRM.
Airtable scripting creates brand-specific labels. Shipment statuses update Airtable and trigger relevant customer WhatsApp messages. Shopify receives fulfilment updates after a post-delivery buffer, then automatically archives fulfilled orders. Cancelled or overdue orders receive the configured void/cancel updates.
WAREHOUSE CONTROLS
Orders and scanner records are checked both ways for SKU and quantity mismatches.
A mismatch marks the affected SKU, stops its successful scan and alerts the inventory group. The responsible teammate corrects the issue and rescans. Scan-in/out events also update inventory balances.
FINANCE & RECONCILIATION
PRD matches expected collections to settlements, including split payments across gateways and couriers.
Courier settlement emails and gateway integrations feed reconciliation. Received and pending components stay visible against an order. Discrepancies and unmatched entries alert finance. Line-item taxes configured in Shopify support detailed GST-preparation exports; the system does not file GST.
RECOVERY & RETENTION
Abandoned checkouts, COD-to-prepaid offers, review requests and replenishment journeys connect the customer lifecycle.
GoKwik webhooks and Shopify integrations capture abandoned-customer records. Independent purchases move into Orders with a recovery tag. Team-assisted purchases use Razorpay links, payment confirmation and a controlled Create this order button. Offers and message timing follow brand rules.
INFLUENCER OPERATIONS
Website applications enter an influencer base. Approved creators and products move into Orders with one button.
The influencer team selects applicants and products. Automation transfers details and addresses into the existing shipping workflow. Content submissions, reels and posts remain manually managed. This is separate from URBANAURA’s CreatorOS.
Brand-group notifications give founders order, product and coupon/discount visibility without opening Airtable.
Dedicated views expose recorded source identifiers such as Meta, Google, Instagram, Linktree, WhatsApp and ChatGPT.
Enter the product and amount to generate a Razorpay link with a branded WhatsApp request. Paid links update the CRM and notify the team group, distinguishing pre-booking plus COD from full-prepaid conversions.
04 / WAREHOUSE & BATCH CONTROL
Counting inventory is only one part of the job. Teams also need to know where it is, which batch should move first and what needs attention.
Illustrative labels only, not actual warehouse records. FIFO and expiry visibility are separate controls.
Illustrative amounts only. This is not MACOBS financial data.
05 / PAYMENT CLARITY
A payment can arrive in parts, from different sources. PRD keeps each component visible so a settlement total is not mistaken for a reconciled order.
06 / CUSTOMER JOURNEYS
Keep customers informed, ask for real feedback and give the marketing team control over the next product they see.
Shipment updates stay connected to the brand experience.
Interactive illustration, not a live store. Marketing changes product combinations in its admin tool; tracking pages update automatically.
Automated WhatsApp messages share a review form after delivery, collecting feedback on the brand and the delivered product.
Product-specific WhatsApp journeys prompt replenishment. COD conversion offers follow the brand’s approved strategy.
Human control stays where it belongs: approved offers, marketing choices and influencer selection. Automation carries the repetitive work between them.
07 / THE FOUNDER’S VIEW
A founder should not need to visit every marketplace dashboard and warehouse base just to understand sales and stock. The MACOBS Command Centre brings those questions into one custom web experience.
Separate from the team CRM and PRD. Uses recorded source data, not necessarily real-time feeds. Manufacturing and detailed in-transit coverage are part of ongoing expansion; incoming quantities and ETAs depend on available records.
Schematic feature preview. No actual business figures are shown.
08 / SMART ERROR HANDLING
A missing input should not become a developer ticket. Technical failures should not wait for someone to notice.
For example, a payment-link request without an amount tells the teammate what to fix before proceeding.
Route to the responsible teammateTechnical failures notify the automation developer through the configured alert system for investigation.
Route to the technical owner09 / WHAT CHANGED
Practical operational outcomes. No invented savings, conversion rates or revenue guarantees.
Automatic order capture and connected workflows replace repeated exports, imports and re-entry. People handle decisions and exceptions instead.
Order-level payment components, pending collections and tax breakdowns become visible, with a consolidated alternative to separate settlement totals.
A consolidated sales-and-stock view reduces the need to jump across dashboards to understand performance and replenishment priorities.
We don’t automate for the sake of it.
We connect the work that holds a business back.
This case study is based on the implementation account supplied by the project lead. The approximate 80–150 daily-order range is a reported operating range, not a capacity benchmark. The five brands reflect implementation history, not a claim that all are currently operating. Diagrams and interactive amounts are illustrative; no private client records are included. Inventory and reporting outcomes depend on source data and team processes. Product-level taxes are sourced from storefront configuration; GST filing itself is not automated. Specific improvement percentages, revenue uplift and zero-error performance are not claimed.
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Senior Associate, Tech & Innovation · Automation Developer · EMIAC
