The pandemic has accelerated several digital transformations in the world by forcing employers from different industries to develop creative ways to keep their operations running. This was also true to food providers, but some of these companies, especially the ones who depend on schools, restaurants and catering, were more severely affected because their customers were all closed.
Therefore, companies like that had to choose between either shutting down for a few months or reinventing their business model. This was the decision that Brakes, a food provider in UK, had to face during the last Spring. They opted to shift their business from B2B to D2C, including features such as home delivery and click-and-collect instant ordering in a brand new ecommerce website.
Brakes hired SAP CX to help with the transformation and in an impressive amount of 7 days they had everything ready to start the D2C business. “This is where the pandemic has accelerated what people and projects can do,” said SAP CX Chief Revenue Officer Paula Hansen. “That is what was so exciting about this project, we got the call to start on March 26 after talking about it for a couple days and we just jumped into it and the project went live on March 30.”
One of the success factors that enabled both companies to meet the tight deadline was knowledge and features transferred from the B2B platform, including the ERP, check-out, product catalog and shopping cart. SAP CX also partnered up with an ecommerce agency, KPS, to help deliver the project.
“Companies have to put customer experience at the forefront and evolved with new ways, channels and options to engage,” said Hansen. “There have been clear benefits to those companies who properly invested in the right platform. They were unintentionally prepared to pivot and set themselves apart.”
The project brought several lessons learned to SAP CX, including a template of what features easily transfer over from a B2B to a D2C platform. “We learned that there are core commerce services that can be templated for future projects,” said Hansen. “The ability to offer that kind of speed allows us to focus on what the customer is doing to differentiate themselves from competitors so we can use our technology to support those initiatives.”
Source: https://marketingland.com/how-a-uk-food-provider-went-from-b2b-to-d2c-in-7-days-281624
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