Challenge:

From print to digital purchases

AB Catering, a Danish food wholesaler serving restaurants, canteens, and large kitchens, faced the challenge of maintaining customer engagement in an increasingly B2B digital marketplace.

Only using printed catalogs were no longer sufficient for AB Catering to capture attention or facilitate quick decision-making.

AB Catering needed a digital solution to:

• Show off their assortment of products and inspire customers
• Streamline the online purchasing process
• And, ultimately, increase sales.

They needed a format that could do all that in one go…

Solution:

Digital catalogs made shoppable

AB Catering continuously creates catalog PDFs for printing, so it was therefore a low-hanging fruit to take the catalog online and increase the catalog ROI.

AB Catering now publishes five regional digital catalogs ten times a year, providing targeted, region-specific promotions.

This enabled them to increase their reach, compete in a crowded market, and reach customers online with a familiar format.

But ultimately, for AB Catering, the question is whether the digital catalog format can facilitate sales.

And it can:

AB Catering implemented shoppable catalog features, which allows customers to add products directly to their cart with just one click and then buy.

As Claus Beck, former Marketing Manager at Dansk Cater, explains:

“With the shopping feature in the catalog, we make it easy for customers to go from inspiration to purchase. They don’t need to spend time noting product numbers or searching for the item elsewhere, but can simply add the item to the cart with one click. And we are happy to see that customers often do so.”

Results:

Inspiring content and increased sales

The combination of easy-to-navigate, engaging content with the easy shopping experience resulted in customer engagement increasing.

Engagement is necessary, but ultimately it’s about whether that turns into sales.

And it does:

25% of customers who visit the digital catalog make a purchase directly from it.

That is about 10x higher than average ecommerce conversion rates.

For every 400 persons that visit the digital catalog, AB catering makes around 100 sales.

On top, iPaper’s analytics help AB Catering track customer behavior and make data-driven decisions. They better understand what resonates with customers, which allows them to improve future flyers.

Conclusion:

AB Catering's adoption of iPaper’s digital catalogs demonstrates the power of a well-executed digital transformation.

By providing customers with a smooth and intuitive shopping experience and leveraging real-time data, AB Catering has been able to…

• increase sales
• enhance customer engagement
• optimize their marketing strategy

The success of AB Catering’s approach speaks to the potential of digital catalogs for B2B companies.

Taking the catalog online is often a low-hanging fruit for B2B companies - the catalog PDF is already created, so why not increase the ROI of it?