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Coca-Cola, Grow your Digital Revenue Via an Extended Product Range with a Cutting-Edge B2B Marketplace

Take a Taste of the Future of B2B Commerce

Dear Coca-Cola,

We are excited to have the opportunity to work with you and help you create an enjoyable B2B experience for small and medium-sized retailers. Our B2B marketplace platform is designed to provide a seamless buying experience, enabling retailers to easily browse and purchase products from various suppliers in one central location. We are confident it can help streamline your operations, reduce costs, and improve customer satisfaction.

With our solution, you can expect:

  • The One-Stop-Shop Perks
  • Increased Share of Wallet and Customer Lifetime Value
  • Leverage Merchants
  • Efficiency & Process Optimization throught Automation
  • Increase Conversion Rate & Revenue
  • Increase Customer Satisfaction & Stickiness
  • Cost Reduction Through Self-Service
  • Efficiency on Buying & Selling Sides

Spryker is one of only two providers that fill every criterion in the marketplace matrix of functionality in the Gartner guide for marketplace. B2B marketplace platform, powered by Spryker's B2B suite, provides a rich set of out-of-the-box functionalities that enable Coca-Cola to sell to your B2B customers seamlessly. In today's market, B2B buyers expect the same level of transparency, convenience, and speed as B2C transactions. Waiting for a salesperson, calling a hotline, or sending a fax is no longer the ideal customer experience. With our platform, Coca-Cola can provide your retailers with a modern and streamlined buying process that meets their expectations and frees up your company's valuable resources.

Thank you for considering our solution. We look forward to partnering with you to achieve your business goals.

Gregory Guiblin

Build the Leading One-Stop-Shop for your Vertical with a B2B Marketplace Under your Umbrella Company

Benefits of a multi-brand marketplace:

  • Launching a marketplace using brands from  the same parent company creates a complimentary revenue stream out of existing resources.
  • It allows your brands to align better and communicate customer insights. This will result in data that can directly impact your bottom lines, such as a better understanding of customer needs and recognizing opportunities for cross and upselling and product bundles.
  • It's possible to launch quickly with a minimum viable product (MVP) because all brands are already ‘preapproved’, meaning you can go to market faster.
  • Onboarding brands is easy and fast since each organization keeps their existing fulfilment and supply chain processes, with minimal additional costs for the operator.
  • B2B marketplaces are currently a wide open space meaning that if you act now you can establish your marketplace as the one-stop-shop for your niche vertical.

Your B2B Marketplace Concrete Feature Options

It’s important when considering a marketplace solution to choose a platform provider which offers you the flexibility and composability to add features based on your complex business needs. Below we have outlined merely a small selection of potential feature options that are particularly beneficial to B2B enterprises to give you an idea of what’s possible.

  • Order splitting: Orders on marketplaces can be split between multiple merchants. This means that each order can be independently fulfilled by different merchants, from different warehouses, at different times. Return management is then handled by each original merchant.
  • Volume pricing: Within the marketplace model, you have the option to utilize a volume pricing feature in order to incentivize your buyers to make bulk orders. This particularly appeals to B2B buyers who are historically used to negotiating bulk dealers with sales representatives.
  • Multi-Currency pricing: If you have a global business or are looking to expand into an international market, this feature allows you to add net and gross prices in multiple currencies.
  • Customer-specific pricing: This feature allows you to specify pricing according to contractually agreed negotiations with specific customers. This is especially useful for B2B companies, where prices may have large variations between customers. For more information about complex pricing in B2B, we have a guide which includes real customer stories and how they solved complex pricing which you might find useful.
  • User roles & permissions: By allowing multiple carts per user, specific cart roles and permissions, your buyers can reflect their company structure within the marketplace and share carts between employees. This helps to mimic the real-life buying process in many B2B industries.
  • Approval process: Enable an approval process feature from within your marketplace to help your B2B customers follow their internal buying processes and purchasing limits.
  • Request a quote: With this feature, customers can request a quote for certain products and enter into several negotiation rounds all conducted through the marketplace platform.
  • Cross and up-sell: This feature is particularly relevant for the multi-brand enterprise use case. While several sister brands under the same umbrella operate as merchants on the same marketplace, they can share customer data which better informs cross and upselling opportunities. 

Enhance Your Offering with Complementary Products

A limited product offering is not able to satisfy all customer’s needs. Gain trust and attract more customers by adding third-party complementary products to your marketplace with minimal investment.

Marketplaces are online platforms where sellers and buyers converge to offer and purchase a number of products. Onboarding third-party suppliers with complementary product lines increases convenience for your customers who have the chance to order a wide variety of products from one single source.

  • The One-Stop-Shop Perks
  • Increased Share of Wallet and Customer Lifetime Value
  • Increased Revenue
  • Leverage Merchants
Read More

Improve Customer Experience with Digital Self-Service

Solve the issue of fragmented buyer experience with a B2B customer portal that enables a smooth after-sale process. Digital Self-Service is a portal that manages the after-sale process by consolidating all information and services related to the customer. It supports the full customer lifecycle by providing complete visibility into the business relationship.

  • Increase Customer Satisfaction & Stickiness
  • Cost Reduction Through Self-Service
  • Increase Revenue & Share of Wallet
  • Efficiency on Buying & Selling Sides

read more

Lower your Operational Cost Through Self-service

Recessions, inflation, pandemics, wars are ultimately out of our control. The key to weathering any storm is ensuring that your company is efficient and cost-effective. A B2B portal saves money and increases revenue potential by enabling customers to self-serve.

  • Increase Customer Satisfaction & Stickiness
  • Cost Reduction Through Self-Service 
  • Increase Revenue & Share of Wallet 
  • Efficiency on Buying & Selling Sides

Read More

Increase Efficiency Through Order process Automation

In the B2B world, manual order processes are no longer sufficient. New technologies, including automation, telemetrics, machine learning, and service platforms, are required to make operations more efficient. Technology saves costs while boosting productivity, accelerating growth, and enabling your business to keep up with the growing demands of the B2B digital purchasing process. 

  • Cost Reduction
  • Conversion Rate increase through recurring orders
  • Customer Satisfaction

Read More

Spryker was ranked #1 out of 18 vendors for the Composable Commerce Use Case in the Gartner Report

Best-of-Breed
Spryker’s best-of-breed approach allows you to build a customized tech stack that meets Coca Cola's unique business requirements and offers the necessary flexibility for you to succeed. We enable you to integrate only the specific features needed in order to serve your market best.

Adapt Quickly
High flexibility in choosing the best-suited vendors and scaling your business at any time enables you to adapt fast to market changes. In this way, Coca Cola can be agile and effective.

Read the full Report

Customer Highlight

How METRO supports small and independent retailers with a customized online shop

Background: Digital Services for Different Customer Groups
In the HoReCa industry, B2B buyers primarily search online for prices and offers before making a purchase decision. A large majority of them prefer a B2C-style online shopping experience with a user-friendly interface and customer-centricity. METRO AG focuses on the omnichannel approach in order to make customer purchases as fast and efficient as possible. This is where analog shopping merges with digital components, regardless of their preferred touchpoint.

Challenges: Mass-Personalization
To optimize customer experience and promote customer loyalty, digital services must adapt to each group of customers, their location, and individual needs. For instance, one restaurant might not necessarily pay the same price for flour as another. Depending on factors such as the purchased quantity, customers have an individual price model. However, in order to collect and evaluate such data, it must be possible to map the ongoing personal communication with the customer and a large amount of data in the group’s digital tools. That’s why METRO was looking for a fully-fledged integrated solution that would benefit from this immense data set while providing the required customer personalization.

 

Solution: Guiding Customers on Their Journey via API
As METRO is present in numerous countries, many different customer requirements come into play. Consequently, METRO utilizes an API-first approach. This is why METRO and Spryker teamed up to launch a second shop with a different set of functions that is aimed specifically at small retailers, the so-called traders. This concept is based on a standardized back-end. The APIs enable shops to be accessed internationally on a 1:1 ratio and simultaneously allow for adaptations based on local needs. The “Advanced Services” offer a high degree of flexibility. Accordingly, the API-based back-end allows for modifications if a country requires changes or in case they don’t comply with the Corporate Standard or Advanced Services.

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We use the Spryker solution as a front-end tool and connect it to our back-end systems via our APIs. The motivation for this cooperation was to amplify our technology, to scale faster and to provide our customers with this diversified range of functions. – Timo Salzsieder, CIO/CSO at METRO AG and CEO at METRONOM

Customer Highlight

Gastivo – How Spryker reduces the complexity of building a marketplace in the hotel industry.

DEPT® is developing a new e-commerce solution based on Spryker Commerce OS for the hospitality marketplace Gastivo. The goal is to make the complex technical basis of the platform fit for the exponential growth of the marketplace and, thus for the future.

With high demands on a B2C customer experience and a high degree of automation, it should be made as easy as possible for the restaurateur to do without the fax machine and answering machine for ordering from suppliers in the future.

As an open marketplace, Gastivo offers restaurants and hotels a convenient digital ordering option via webshop and app for all their individual suppliers – whether it is a large beverage or food supplier or the small regional fruit and vegetable supplier.

In addition, there is the possibility to make use of a wide range of needs-based solutions and services. 

At Gastivo, restaurants get everything from a single source to make their everyday life as simple as possible and thus have time again for the passion as a host. 

Customer Highlight

Lekkerland

Background: A platform for maximum convenience
Lekkerland is a specialist for on-the-go consumption in Europe. On-the-go consumption is one of the areas with the greatest growth prospects in the food business. Growing mobility is also driving the demand for out-of-home food products that consumers can handle easily on their way from point A to B.

Lekkerland sees itself not only as a B2B retailer but also as service provider that meets all the needs of its customers and partners with digital solutions. The use of macro-partial substitution means digital services are treated as separate modules, always with the goal of launching the best possible products that are also scalable.

Challenges
Lekkerland first looked at platform solutions that focus on the B2B world, i.e. that offer more functionality in areas only indirectly connected with the order. However, it became clear here that a standard system, which always has a monolithic character, would only be of limited use as a solution. Ultimately, the standard would have to be extended or changed here as well. That means the solution needed to be so modular that Lekkerland could also implement requirements on the platform, which were not yet known at the time the platform was developed, with a strong cost-benefit ratio and minimal technical debt.

Another requirement was for the new technology to support Lekkerland‘s component-by-component development approach on the new platform – this was limited by the old technology. This would ensure that Lekkerland, for example, would not lose sight of its customer-centric approach, even with a supposed technical architectural issue.

Solution: How Spryker addressed the problem
To address the problem, Spryker migrated the monolithic architecture onto its platform. This allowed Lekkerland to benefit from rapid delivery through packaged business capabilities. In addition, Spryker offers a rich B2B feature set that is also extendable towards B2C use cases. With these features, Lekkerland can streamline their operations and take advantage of the modular and flexible architecture of Spryker. The platform enables Lekkerland to quickly adapt to changing market needs while maintaining a high level of functionality and performance.

Results
Since adopting Spryker, Lekkerland has experienced significant benefits. The platform has allowed Lekkerland to become fully integrated into their high-complex IT stack, streamlining their operations and increasing efficiency. They have also achieved significant gains in speed, allowing them to bring products to market faster and improve their go-to-market efficiency. Spryker's flexible architecture has also provided Lekkerland with the ability to create a seamless customer experience, increasing convenience for their customers. Overall, the adoption of Spryker has helped Lekkerland to stay competitive in the market by offering a comprehensive, efficient and seamless service to its customers.

We differentiate ourselves by providing full-service support to our customers, which is why it is very important for us to proactively try out new digital services and be able to react flexibly to changing customer needs. The Spryker-based delivery tracking system is a very good example - iteratively tested together with a few customers and now being scaled. – Niels Bungenstock, Head of Digital Innovation, Lekkerland

Key Arguments for Your Management Board

We found that the success of a complex commerce project like a B2B Marketplace depends on the overall buy-in of the organization. Accordingly, based on our experience with customers, we have collected key arguments for different stakeholders in your business in order for you to provide them with a relevant briefing:

Finance

  • Marketplaces are a great opportunity for us to grow our business as we can focus on owning the platform while letting the merchants operate and run the business.
  • Other than contractual or project orders we can forecast a recurring revenue stream which grants us a consistent cashflow.

Sales

  • Instead of starting to compete with our contractors and partners in our ecosystem, building a centralized marketplace puts us in a unique position to combine forces and create a new sales stream that we were notable to build yet.

Marketing

  • With each additional marketplace merchant our overall marketplace awareness will rise, as it’s in our common interest to grow the marketplace business.
  • Secondly, we can lower the customer acquisition cost while increasing their customer lifetime value.

Operation

  • As the main operator we can run and scale the marketplace with a small and dedicated internal team, supported by our vendor and partner, while specializing on the overall marketplace experience.

IT

  • Running the marketplace on a Platform-as- a-Service such as Spryker will grant us access to the modern standard of software such as headless, API, and Packaged Business Capabilities, out-of- the-box features and integrations to best-of-breed technologies and platforms.

Compose Outcomes Beyond Technology

Digital Commerce is facing constant change, higher customer expectations and increasing complexity. Take control or risk falling behind. Solve your business challenges with our Composable Commerce platform and future-proof your success.

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Your contact

GREGORY GUIBLIN

Global Sales Lead CPG

+49 15290001445
gregory.guiblin@spryker.com
LinkedIn

About Spryker

Spryker is the leading global composable commerce platform for enterprises with sophisticated business models to enable growth, innovation, and differentiation. Designed specifically for sophisticated transactional businesses, Spryker’s easy-to-use, headless, API-first model offers a best-of-breed approach that provides businesses the flexibility to adapt, scale, and quickly go to market while facilitating faster time-to-value throughout their digital transformation journey. As a global platform leader for B2B and B2C Enterprise Marketplaces, IoT Commerce, and Unified Commerce, Spryker has empowered 150+ global enterprise customers worldwide and is trusted by brands such as ALDI, Siemens, ZF Friedrichshafen, and Ricoh. Spryker is a privately held technology company headquartered in Berlin and New York backed by world class investors such as TCV, One Peak, Project A, Cherry Ventures, and Maverick Capital. Learn more at spryker.com.

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