How a data-driven recipe helped retain customers for Henderson Foodservice Ltd.
In the competitive fast food industry, online and mobile ordering is now a must-have. B2B food suppliers have been slow to catch up, with many reliant on outdated legacy technologies and phones to process orders – but this is rapidly changing. Today’s digitally native B2B buyers want to order at any time, from any place and on any device - or they may jump ship to get what they want. Leveraging tech to inspire loyalty can be a tall order – even for a leading food supplier like Henderson Foodservice.
That’s why Henderson approached Made to Engage. For more than 50 years, it has used an offline system to deliver high-quality supplies to its 4,500 customers, from well-known brands like Spar to head chefs. As Episerver Partner Of The Year, we helped Henderson find its competitive advantage by creating a digital ordering model that supports real-time pricing and fast-moving inventories for its busy customers. It’s now helping Henderson to retain customers and grow revenue – every day.
Using our deep expertise in experience design and personalisation, we helped Henderson create a new recipe for success – a data-driven ordering model that optimises customer experience through automated systems. Leveraging Episerver Commerce, customers can use an intuitive tool to find products or order quickly with a product code. The new model provides accurate data on stock availability at regional level and access to new services including same day delivery.
Collaborating with the Henderson sales and IT teams enabled us to create a bespoke digital model - integrating product data from Henderson’s ERP and then enriching it with food safety and allergen data. Using Microsoft Azure, we were able to store up to 30 million custom prices – and deliver bespoke pricing for Henderson’s customers. What’s more, because we’ve built custom price providers into the digital model, we’ve made sure it will keep delivering into the future.
"Made to Engage's strong technical knowledge of Episerver CMS, Commerce and DXC Hosting has helped us achieve some ambitious integrations and automations, and offer a more personalised service to our customers"
Within just three months of its launch, Henderson saw results – an impressive 45% of its customers made repeat orders. The new digital ordering model provided by Made to Engage has enabled us to achieve some ambitious plans that put Henderson ahead in maintaining relationships with its customers. Made to Engage continues to innovate for Henderson and its customers. We’re currently using our deep knowledge of Episerver Campaign to develop a new multi-channel communications platform to support plans for a custom app in 2019, continuing a seamless experience across digital for Henderson customers.
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