About the Client
Starting in 1919, with the creation of the first-ever yoghurt in a pharmacy in Barcelona, Danone turned from a precursor to a world leader in four different areas. Our client is leading the business of Essential Dairy and Plant-Based Products, Early Life Nutrition, Medical Nutrition, and Waters. For decades now, Danone has been a key player in the food revolution, all the while building a unique health-focused portfolio.
Danone offers fresh dairy products as well as plant-based products and beverages, providing the best of both worlds. Not only is the company focused on the health of its consumers but also engages in issues concerning our planet, like going towards carbon neutrality, regenerative agriculture, water stewardship, or circular economy of packaging.
Challenge
Following new consumer trends and the company’s gradual growth over the years, Danone decided to take the next step by investing in a new market segment and implementing an eCommerce platform. The platform’s main purpose is to invest in a B2B segment by striking a relationship with a new type of client- owners of pastry and coffee shops or sports halls.
Furthermore, the platform’s purpose is not solely sales-related. Besides being another commerce channel for Danone, it’s also meant to be a place where interactions happen. A safe and easy space for sharing all the amazing recipes, discussing what different Danone products can be used in said recipes, or just giving overall cooking/baking tips.
Creating a solid foundation for future relationships is of utmost importance so customers return for good products and for the experience itself. By implementing the platform, Danone takes another step in its journey through the B2B market.
Solution
The platform Danone eShop was built solely with the use of Salesforce B2B Commerce Lightning. It was the first project where the Lightning solution was implemented and gained extra attention from Salesforce itself.
Additionally, a connector was added between the B2B Lightning and payment platform Adyen. The implementation of an "API Only" interface is a first in the integration of Adyen with a B2B Lightning solution that can be used for other projects from now on, making the payment process easier than ever.
Results
Together with Danone and Salesforce, our team created a platform with an outstanding level of design that meets not only the standards of the new B2B clients but also the B2C clients who have, and still are, greatly influencing Danone. The payment process on the platform is seamless, thanks to the integration implemented by our team. We can confidently say that the Danone eShop is a success!
Conclusion
Thanks to the successful implementation of the Danone eShop, our client has a dedicated platform to strengthen the relationship with their new target segment. The platform not only allows for the optimisation of the sales relationship and database but brings to its target a whole new sense of community by sharing recipes, tips, tools, and insights.
The Danone eShop has been launched in France, and Danone is planning to roll it out into different markets. The eShop has already been featured in the Le Paris Café Festival 2021. This project was a success, and it was only possible due to the consistent synergy of Danone, Salesforce and Waeg.
