How we Enabled Rapid Growth for a Leading FMCG Brand

The customer, a leading UK egg supplier with multiple brands in their portfolio, had a luxury, B2B brand that had grown rapidly, and their existing processes could not keep pace.

• The B2B brand experienced high churn because sales teams were consumed with manual order taking rather than building relationships.
• Farmer recruitment and onboarding relied on spreadsheets, which made it difficult to scale supply at the required pace. 
• On top of this, the lack of integration with their ERP, JD Edwards, created silos between sales, service and supply.

The goal was to create one Salesforce system that served two very different groups: the B2B brand’s premium B2B customers and the customer’s network of 180+ independent farms. The system needed to connect smoothly with JD Edwards, communicate hyperpersonalised communications to each audience group and still be easy enough to use.

Solution Junkies designed and delivered a Salesforce-first solution so both the customer and their B2B brand have a single source of truth:

• B2B Commerce: provides the B2B brand's customers with a luxury self-service portal that makes ordering simple and enhances the brand experience.
• Sales Cloud & Service Cloud: give commercial teams and farmers one CRM for managing opportunities, orders, and support cases.
• Data Cloud & Marketing Cloud Next: enable smart customer segmentation, reduce churn, and run automated campaigns for both customers and farmers.
• Commercient Sync: connects Salesforce with JD Edwards through a bidirectional integration, keeping orders, pricing, and customer data consistent across both systems.

The customer now operates on a single digital platform that unites customer engagement, farmer recruitment, and supply chain management. The B2B brand's customers benefit from a premium ordering experience, sales teams spend less time on admin, and farmers onboard faster with digital contracts.

Prior to implementation, the customer's order management was a manual, resource-intensive process. A team of three people spent their time chasing and collecting data for approximately 200 orders per day. This task was completely automated with a new system built on Marketing Cloud Next.

The new solution streamlined the entire workflow, handling everything from data gathering and uploading to communications with the customer. This was all built with clicks, not code, making it easy for non-technical users to manage and edit the system directly. This flexibility freed the team to focus on more strategic sales initiatives and gave the company greater scope for scale. The sales team can now focus on what they do best, selling, rather than administrative tasks.

With professional, on-brand communications to both B2B and B2C clients without a dedicated marketing team, the sales team can deliver professional and branded comms to their clients, saving time and resources. Advanced personalisation even delivers tailored messaging based on whether the customer is a corporate or individual client, such as a local farmer. This ensures every recipient receives a relevant and professional experience, saving significant time and resources.

This transformation has not only enhanced efficiency but has also empowered the sales team to deliver professional and branded communications directly to their clients, saving both time and resources. And with a new data-rich CRM system at their fingertips, the customer has changed to a data-first business. The result is reduced churn, stronger farmer relationships, and a scalable foundation for growth.