Unlocking the Potential of Omnichannel for B2B Food Suppliers

Supply chain visibility

Over the years, B2B suppliers have managed their channels with a siloed approach, leading to many missed opportunities to optimise the increasing customer demand. To this day, suppliers still rely on fragmented sales channels such as phone calls, emails, e-commerce and marketplaces.

B2B food suppliers need to break down the silos by gaining visibility by reshaping the entire supply chain operating model. A new perspective on processes, structures, and people is required, which requires an effective omnichannel strategy.

B2B food and beverage suppliers face the same challenges as their consumer-facing counterparts: the need to innovate, evolve and become customer-centric, including the wholesale, retail, and catering channels.

Customers expect personalised service; that requires a multichannel approach and successful companies must operate across multiple channels to ensure customer retention and increase brand awareness.

According to McKinsey (2021), B2B customers use up to ten different channels to interact with their suppliers, and suppliers have to face the difficult job of obtaining their customers’ loyalty if certain expectations still need to be met in the digital world.

How can suppliers meet customers’ demands, offer a satisfying customer experience, maintain different channels, and retain new customers simultaneously?

The core of omnichannel is to offer high-end customer service and experience throughout multiple channels. Suppliers in the food and beverage industry must adapt to meet the needs of their customers. Shifting to a broader selling approach can increase opportunities to engage with customers in different ways.

Suppliers in the food and beverage industry face the unique challenge of meeting customers’ demands, offering a satisfying customer experience, maintaining multiple channels, and retaining new customers simultaneously. Integration and an omnichannel approach are vital to succeed in this complex environment.

In the food and beverage industry context, integration refers to the seamless coordination and synchronisation of various systems and processes within a supplier’s operations. It integrates procurement, inventory management, production, and customer service departments to ensure smooth and efficient workflows.

Integration eliminates silos, improves communication, and allows real-time data exchange, enabling suppliers to respond promptly to customer demands and inquiries.



An omnichannel approach takes integration further by encompassing all customer touchpoints and online and offline channels. It ensures a consistent and cohesive customer experience, regardless of the channel with the supplier. Whether ordering online or contacting customer support, the omnichannel approach aims to provide a seamless and personalised experience at every touchpoint.

The benefits of integration and an omnichannel approach are numerous. Suppliers can meet customer demands more effectively by having a holistic view of inventory levels and order history. They can offer a satisfying customer experience through personalised recommendations and targeted promotions that resonate with individual preferences.

The rise of customer expectations makes suppliers move faster towards digitalisation and automation. They must ensure they have the right tools and create a seamless integration across all channels. If done right, the opportunity that arises with an omnichannel strategy can grow the supplier’s customer base and create a long-term competitive advantage.

Seamless and effortless integration

Cerve’s bespoke integration can help suppliers manage their online distribution seamlessly and effortlessly. We ensure that the integration is customer-centric, offering rich data that allows suppliers to collect insights about their customers across all channels. We act as an extra layer to the supplier’s ERP solution, creating a unique way of integrating with their digital infrastructure.

Since customers demand information at their fingertips, the data must be as personalised as possible. That’s why we truly believe in focusing on the customer experience that will benefit suppliers and customers simultaneously.

Our integration enables transparency, real-time updates, and visibility through all channels, helping food and beverage suppliers make the right decisions regarding their products and services from one platform. We automate the manual work with a non-touch experience assisting suppliers in establishing a more prominent place on the market.


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