B2B eCommerce platform as the center of strategic plans for an optimal customer journey.
Van Gelder is a modern fruit and vegetable supplier that, with national coverage, delivers everything fresh to its customers in the field of potatoes, vegetables and fruit. The motto is: picked today, on the plate tomorrow. The company supplies both processed and unprocessed products and serves about 10,000 customers per week who are active in retail and catering.
Van Gelder operates as sustainably as possible and is therefore ISO 220000 / FSSC 22000 certified. In order to grow and to meet the new trends in the market, also in the field of sustainability, the first pile of the new commercial building has recently been driven.
Van Gelder uses many functionalities of the CloudSuite platform. We list the most important ones below:
Online lead generation has become increasingly important. The role of representative decreases in the process of acquiring customers. The following requirements were of great importance for the new platform. One eCommerce platform that facilitates the customer in all phases of the customer relationship (customer journey). In the old situation, various systems were used (website, webshop, external ordering system (inOne) and self-service platform). The strategy had to be adjusted per phase of the customer relationship / target group (customers vs. potential customers)
Van Gelder was looking for an active partner who continuously develops the (standard) platform and who can realize new specific functionalities. The platform had to have a CMS and an integrated PIM. By partnering with CloudSuite, the company can respond to new opportunities and serve its customers even better.
“Thanks to Cloudsuite we have an eCommerce platform with which we can facilitate the entire customer journey. Prospects and customers will see different content that can be steered towards different conversion objectives. At the same time, each user gets to see customer specific information about assortment, delivery dates, availability and prices without this being at the expense of performance. Customers also appreciate the ease of ordering that the platform offers. It is not without reason that no less than 99% of orders come in through this channel. The fact that Van Gelder received the Shopping Award for best B2B webshop in 2020 is perhaps the best reference. The platform was praised for being able to offer B2B customers a B2C experience.”
Robin Rietdijk - Marketeer Van Gelder groente & fruit
Because of the industry in which Van Gelder is active, high demands are placed on the eCommerce platform. For example, there are not only different price lists to which the customer is added, but specific price agreements are made for each customer on products. The range also differs per customer. When a customer logs in, the customer must therefore be shown specific information, while this should not affect performance. Each user can also create their own order list to order all products from, for example, the menu easily and quickly, with 1 click. It is also possible for Van Gelder to add order lists per user or to create an order list that is visible to all customers.
Ease of use, speed and inspiration all play an important role in the Van Gelder webshop. CloudSuite also supports specific functionalities, such as displaying vegetables in various forms. Furthermore, the delivery times functionality has been completely renewed in the new Van Gelder webshop. With this, a customer always has insight into which day an item / order can be delivered. A customer can then choose a desired delivery date for each product. Orders are split based on delivery dates. In addition, the order lists functionality has been expanded, whereby customers can (temporarily) change the order list and adjust the order within the order list. The order list can also be shared with other users of the same customer.
Currently, 98.4% of all orders arrive via the webshop, which in 2019 resulted in almost 500,000 online orders with more than 5,000,000 order lines. eCommerce is more than just an online purchase. With the complete CloudSuite eCommerce platform, Van Gelder has one place to facilitate the entire customer relationship. In addition, it has improved;
Van Gelder Groente & Fruit uses a number of interesting features of the CloudSuite eCommerce platform:
The Van Gelder webshop works with different availability schedules at product level. When the customer places an order with products that have different availability schedules, CloudSuite automatically splits the order based on delivery date. A separate order is sent to the ERP system per delivery date.
When you visit the Van Gelder webshop and do not log in, the emphasis of the homepage is on inspiration and on getting to know Van Gelder.
A customer is in a different phase of the customer journey and visits the webshop with a completely different purpose, namely placing an order quickly and easily. Van Gelder has therefore chosen to focus the homepage completely on the customer after logging in. The customer immediately sees his order lists, offers and products.
The various users of a Van Gelder customer can each create their own order templates to order for example all products from the menu, simply and quickly via 1 click. It is also possible for Van Gelder to add order templates per user or to create an order template that is visible to all users. Another interesting feature is that an order template is automatically generated based on the most sold products. In short, by means of the advanced order template features, Van Gelder offers an optimal shopping experience to their customer.
In addition to stock products such as cucumbers and tomatoes, Van Gelder also has products with a longer delivery time, such as a salad that must be prepared. In addition, (some) Van Gelder customers have their own fixed delivery days. In the webshop, the customer always and everywhere sees the the first available delivery date based on the combination of availability and delivery days. As a result, the customer knows exactly when the delivery will take place specifically. If a customer orders products with different delivery dates, CloudSuite automatically splits the order based on the delivery date. A separate order is sent to the ERP system per delivery date.
The ambitious Van Gelder is always improving. For example, they want to show all stocks in the webshop in order to be able to serve customers even better. Another efficiency improvement they want to make is to promote full packages to offer customers an advantage in the logistics process, for example if they purchase an entire crate instead of 10 pieces.