Serving Up Digital Efficiency: Optimizing B2B Ordering for Food Service
Industries
Food and Beverages
Solutions
SAP Commerce Cloud, SAP S/4HANA Public Cloud
Services
SAP ERP Solutions, SAP E-commerce
The story of our customer
Gunnar Dafgård AB, a leading Swedish food producer, needed to modernize the ordering and interaction process for its B2B customers, primarily restaurants and canteens, with its extensive product catalogue and promotions. Recognizing the crucial nature of timely delivery in the food service industry, their primary challenge was to ensure customers could easily order products while effectively managing complexities such as product availability, delivery dates, and potential substitutes. The company was looking for a reliable digital channel to improve its service and reduce the workload of its customer support team.
Their initial collaboration with Novarto began in 2010 with the implementation of a B2B customer portal on SAP CRM Web Channel. This partnership deepened over time, leading to the launch of a new, more flexible, and higher-performing e-commerce solution in 2015.
Consulting approach and project highlights
Novarto provided expert implementation services, focusing on highly customized and business-critical functionalities to address Dafgård's specific operational needs:
- Phased Evolution: The long-term partnership enabled the initial development of a web channel solution, followed by a major platform upgrade in 2015 to improve performance and flexibility.
- Customer-Specific Customization: Complex features were implemented, such as personalised product catalogues and access to special campaign and contract products, ensuring each customer saw relevant information and pricing.
- Advanced Availability Logic: Developed elaborate logic to handle scenarios of insufficient product availability. This critical feature allowed customers to check availability for an alternative delivery date or choose from product substitutes that were available on their desired date.
- Delivery Calendar Integration: Implemented an availability check based on the customer-specific delivery calendar, ensuring accurate and reliable delivery information.
- Inventory Management Tool: Created a special inventory tool to help customers keep track of purchased goods and effectively plan their next orders directly within the online store, streamlining the re-ordering process.
Customer solution and advantages
The final solution is a powerful, integrated B2B e-commerce platform that serves as the primary ordering channel for Dafgård's business customers.
Customer Solution: A comprehensive B2B web channel solution built initially on SAP CRM Web Channel and later upgraded to a new e-commerce platform (implied to be SAP-centric like SAP Commerce due to context), featuring advanced personalization and availability management tools.
Key Advantages (Problems Solved):
- Reduced Customer Service Workload: Achieved a significant drop in phone orders, with only a small percentage of customers now placing orders via the customer service team, allowing staff to focus on more complex issues.
- Increased Customer Satisfaction and Retention: The effective handling of insufficient availability (by offering alternatives and suggesting substitutes) led to increased customer satisfaction and helped retain sales that otherwise would have been lost.
- 24/7 Self-Service: Business customers gained the convenience of placing orders, checking availability, and viewing delivery dates online at any time.
- Improved Order Planning: The implemented inventory tool empowers customers to manage their stock levels effectively, leading to more accurate and timely future orders.
Learn more about Novarto’s partnership with Dafgård
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