Kraaijeveld is a rapidly growing supplier of fruit and vegetables. Based in Maasland, the trading company is active in more than 35 countries. With the slogan ‘Surprisingly arranged for you’, Kraaijeveld always wants to exceed the expectations of customers.
To achieve this, Kraaijeveld had put a webshop online. It was not a success: ordering online turned out to be too difficult for customers. They preferred to call their regular salesman. GROUP7 was asked to assess the webshop and make proposals for the follow-up.
Kraaijeveld now has a new e-commerce environment, where 30% of orders are now received. A number that is impressive in this traditional industry.
The challenge
Having invested in a webshop, but not seeing any returns, makes you feel disappointed. At Kraaijeveld, the management did not give up. It wanted to know why customers dropped out and how this could be solved.
GROUP7 made its own analysis of all functions in the webshop. We then also interviewed a sample of customers by telephone. The results:
- The way in which the product data was delivered from the ERP to the webshop caused uncertainty and order errors;
- The webshop itself was functionally insufficient.
The webshop was closed. GROUP7, together with Kraaijeveld’s marketing team, set to work to make e-commerce a surprising success.
The solution
Starting is more important than perfection. We quickly sent customers a daily, digital price list and an email newsletter. A little later, the digital price list became an order list, on which the ordered quantities could easily be filled in online. We not only achieved quick wins, we also learned from customers what they thought was important.
In the meantime, we worked on the requirements and wishes for a new technical e-commerce partner. After a careful selection process, it was found in Incentro. Less than a year later, the customer portal was actually implemented. It offers much more than just ordering: such as inspiration, administration, notifications and registration of returns.
The result
The new way of ordering is very clear. It is efficient due to the personal order lists. A number of industry-specific smarts ensure ease of ordering. Meanwhile, sellers can trade 2 to 3 times more per person, because part of the orders are placed online.
The young team of Kraaijeveld has learned a lot from the collaboration with GROUP7 and is now continuing its further development.
Joost Eggebeen: “We set up the e-commerce project in small steps. Always together with GROUP7. In this way we built a good foundation, on which we could always set up new building blocks. There is now a great e-commerce solution that we are proud of.”