Omnichannel expansion and distribution architecture.
Turning a spreadsheet-led direct delivery model into a wholesale system that could support 35 retail accounts and a supermarket chain.
The constraint
A regional specialty food producer was transitioning from direct delivery into 35 regional retail accounts and one supermarket chain. Manual order entry lived in spreadsheets, fulfillment errors were frequent, wholesale billing was not standardized, and the order-to-cash cycle had stretched to 11 days.
What changed
- Deployed a centralized B2B wholesale CRM pipeline to track grocery accounts, retail buyers, and distributor terms.
- Automated wholesale order processing and invoice generation directly from retailer purchase orders.
- Engineered standardized packing, labeling, and delivery SOPs to meet supermarket intake compliance.
Result
The new operating path reduced friction at every handoff. Orders moved through one visible pipeline, invoices were generated from the source purchase order, and the delivery team had a repeatable intake standard.
Retailer chargebacks were eliminated, protecting 2.8 margin points on wholesale volume without adding back-office staff.