The most complete distributor of premium brands in the FMCG and Food
Advion is a trading company in FMCG & Food products for wholesalers in the Netherlands. They facilitate a distributing role in supplying more than 15,000 articles on behalf of 70 A-brand manufacturers for various customer segments such as cash & carry, catering, food service and cleaning.
Sustainability is an important factor for Advion. The business model they offer saves hundreds of thousands of kilometers on an annual basis. Where previously the customer was served several times a week with inefficient shipments and half-filled vehicles, Advion has fulfilled this role by taking over these order and transport movements with custom orders for the end customer.
More visitors, more leads and more conversion
Advion has invested little time in further development after the implementation of its previous eCommerce platform. For further growth and development of Advion, they had to reorient themselves in the market. Their former eCommerce platform Magento 1 was end-of-life and limited in the possibilities it could offer.
"Because we have fully integrated the CloudSuite platform with our ERP system through API, we see a decrease in data management activities, the number of support questions and we are handling a substantially higher volume of orders with fewer employees than before. "
Jeroen Sonneveld - IT & Digital Manager Advion
The renewed webshop offers various functionalities to unburden customers and to increase the ease of ordering. Order lists to quickly and easily stimulate repeat purchases and the barcode scanner with which the customer can now order products quickly and easily from the warehouse using a telephone or tablet. It is also possible to download all specific product content and product images from a product list page at the touch of a button. This data is then available for the customer relationship to place in its own eCommerce environment.
A unique functionality of the platform is the possibility to quickly switch between debtors in the webshop as account manager or back office employee of Advion. Manufacturers also use this feature to send promotional sample orders to end customers.
The renewed webshop has led to immediate results. Findability in Google has been optimized and improved, making the Advion webshop easier to find. An increase of 161% website visitors, 65% more leads and an increase of 55% in the number of conversions. The average order value has also increased by 12% , which is partly due to the extensive search functionality of the CloudSuite platform.
Advion is now developing further on the customer experience. Prices are only shown after login and they want to show them before login as well. This optimization should lead to better findability, more leads and ultimately more customers. There is also a redesign on the roadmap to generate more conversion.