When we took on the task of enabling seamless B2B ordering for a leading global CPG brand, we knew it was more than just building another ordering platform. We needed to drive digital adoption in a traditionally offline ecosystem, to enhance retailer engagement, and make the supply chain more efficient—all while ensuring trust and ease of use.

Let’s walk you through how we tackled the challenge, step by step.

The Challenges We Tackled

Their retailers were used to placing orders manually through salesmen, and stuck to it because it was a familiar process. However, it was inefficient and inconsistent. Introducing a digital platform meant shifting behaviors, building trust, and ensuring adoption at scale—a task easier said than done.

We identified key hurdles that had to be addressed:

• Retailer Hesitation: Many store owners, especially in remote areas, were reluctant to shift from phone calls to an app.
• Building Trust in a Digital Platform: Salesmen had long been the face of order-taking; retailers needed assurance that they weren’t being cut out.
• Multiple Product Lines, One Unified Experience: The client operated across distinct business units—each requiring unique ordering workflows.
• Distributor Alignment: Ensuring that distributors and retailers worked in sync within the new digital ordering system was critical.
• Scalability Across Markets: The platform needed to work seamlessly across multiple countries, adapting to different business models and retailer behaviors.

How We Solved the Problem

The Discovery Phase

Understanding the retailer mindset was key. We worked closely with client teams, salesmen, and distributors to map out how orders were traditionally placed. It became clear that for this to work, we had to integrate, not replace, the existing system of trust.

We designed our B2B ordering platform with these priorities in mind:

The Implementation Phase

Rolling out a digital platform across multiple markets required careful execution. We focused on gradual adoption, market-by-market rollout, and real-time feedback loops.

• Retailer-Centric Promotions and Coupons: To encourage adoption, we introduced exclusive discounts and promotions—visible only within the retailer app—creating an incentive for retailers to shift to digital ordering.
• Loyalty Programs: We implemented a loyalty points system that not only rewarded orders but also gave retailers a unique way to reinvest in their business. Some even used their points for employee rewards, strengthening engagement.
• Cross-Team Collaboration: A structured approach involving the client’s global platform team, country teams, and Vxceed ensured smooth transitions across markets.

The Magic Moments

One of the most powerful insights came from retailers in Southeast Asia. While they were accustomed to promotions and discounts, they saw loyalty points as a tool to reward their employees—something they hadn’t been able to do before. This unexpected use case reinforced the impact of thinking beyond just transactions and considering long-term retailer engagement.

Another milestone was during the COVID-19 pandemic, when physical visits by salesmen were limited. The app became a lifeline for retailers who suddenly found themselves needing a way to order without in-person interactions. Adoption skyrocketed, proving the real-world value of our solution.

The Impact and Learning

• Adoption at Scale: The platform reached 1.4 million users across seven countries, becoming a preferred ordering method.
• Stronger Distributor-Retailer Connection: The integration of salesman details reassured retailers and drove higher engagement.
• Operational Efficiency: The client saw reduced logistics costs as the need for frequent in-person order-taking declined.
• Data-Driven Decision Making: With analytics in place, the client could now track buying behaviors, optimize promotions, and refine strategies based on real-time insights.