Flora Food Group, with well-known brands such as Becel, Phase, Flora, Violife, Rama and Solo, supplies a wide range of cheese, cream and butter alternatives for both consumers and professionals. The organisation sees an increasingly important role for the online presentation of its range in the webshops of wholesalers such as Solucious, Bidfood, Hanos and Sligro.

Wholesalers’ webshops are a crucial starting point in the customer journey of food professionals: the place where they discover new products, place their orders and get inspired. But only when the product pages are complete, attractive and brand-consistent can they truly fulfil their role as an effective touchpoint.

Flora Professional asked GROUP7 to help make this happen. To this end, we started a Perfect Store project: a structured process to create and implement the perfect product content for each product. The goal: online product presentations that inspire, inform and sell.

‘Thanks to the collaboration with GROUP7, our products finally have the look and feel they deserve in our wholesalers’ webshops.’ – Frea Van Vaerenbergh, Flora Food Group Belgium.

The challenge

At the start of the process, it became clear that there was still a lot to be gained. Product pages were often incomplete or inconsistent: descriptions were missing or too brief or general, and not all products had images, or the images did not meet the guidelines.

Flora Food Group knew this had to be improved, but there were some major obstacles:

• Lack of time: internally, there was simply no capacity to rewrite and coordinate all the content for dozens of products at multiple wholesalers.
• Complexity: each wholesaler has its own content requirements, formats and systems. This makes the process time-consuming and error-prone.
• Brand consistency: how do you ensure that all content is always on brand, despite the differences between platforms?

With our extensive experience in Perfect Store projects and our direct contacts with wholesalers, GROUP7 was the logical partner to take on this challenge.

The solution

We developed an approach that is both structured and customised, fully tailored to the needs of Flora Food Group and the requirements of wholesalers.
Our approach consisted of three pillars:

1. Unique product descriptions for each wholesaler
   For each product, we wrote a text that not only meets the technical requirements of the wholesaler in question, but also responds to the specific target group and tone of voice. For example, the presentation at Hanos is slightly different from that at Solucious, without losing the brand identity.
2. Eye for detail and smart content creation
   We carefully examined each product and all its specifications. Using smart (AI) tools and our own expertise, we developed descriptions that are both informative and inspiring. This approach resulted in consistent content that perfectly matches the needs of the professional target group.
3. Initiating the implementation process
   Good content only has an impact when it is actually live. That is why we not only created the content, but also actively ensured that its implementation in the wholesalers’ systems was initiated and carried out.

With this approach, we guarantee that the product content is not only improved, but also actually visible to the customer.

The result

The project is currently in the implementation phase, but clear results are already visible:
Complete and brand-consistent: each product now has its own appropriate description for each wholesaler that meets all requirements.
Better findability: thanks to relevant keywords and clear descriptions, products are easier to find in the webshop search function.
Professional appearance: consistent and attractive content means that the product pages are more in line with the Flora Food Group brand identity.

In the long term, Flora Food Group expects this to result in:

• Greater visibility and higher conversion rates in wholesalers’ webshops.
• Fewer customer service queries thanks to complete product information.
• An increase in turnover, as we have seen with other Perfect Store projects – sometimes as much as 4%.

‘We knew there was a lot to be gained from the online presentation of our products, but the amount of work and coordination with all wholesalers was a challenge. Thanks to GROUP7, we now have a strong, appropriate description for every product and every platform. The process was smooth and structured, with attention to our brands and our products.’ – Frea Van Vaerenbergh, Flora Food Group Belgium