CASE STUDY

Olymel

more sessions during the first month after a raise (YoY)

B2B market segments

+12

specialized tools to find the right product

FIND OUT HOW WE DID IT

I’d like to give a big thank-you to the entire team at Adviso that helped us with this project. As a professional team with competencies in many disciplines, you were able to understand our challenges and needs. I really appreciated the synergy of our relationship and would enthusiastically recommend you as a collaborator.

Jérémie Gingras

Digital Marketing Manager

DIGITAL STRATEGIC PLANNING FOR THE B2B PRESENCE

The B2B food service market can be reached by leveraging sector-specific features, specialized content and an exclusive portal made for both distributors and the institutional, hospitality and restaurant (HRI) market.

Olymel, a Canadian leader in the poultry and hog production and transformation market with revenues in excess of $3.6B, asked Adviso to plan and support the evolution of its online presence for the B2B food service sector. After interviewing numerous stakeholders at the company and in its customer segments, which ranged from distributors, restaurant chains and hospitality groups to institutions, our team was able to provide a detailed online strategy and tactical roadmap to execute the mandate.

Adviso provided guidance to the client’s internal teams in the selection of an appropriate digital platform and website development firm, as well as during the content development and preparation phase. In addition, Adviso partnered with Olymel’s internal team and the web development firm to design a customer experience that would be relevant to Olymel’s different types of B2B customers and that would highlight Olymel’s innovative offering. Adviso also supported its partners in the creation of an exclusive hub to enable B2B commercialization and lead-generation tactics for Olymel’s structured, Canada-wide B2B salesforce and the efforts of its food service distribution partners.

CHALLENGES RELATED TO THE PROJECT

Need to create a platform to support the Olymel sales force and its distributor partners in the marketing of its product catalog.

Varied offer of products, requiring an adapted online sale, created in accordance with the agri-food market and the constraint of clear, verified and adequate labelling.

Complexity of product characteristics and management of different formats (types of portions, storage, handling, etc.)

Satisfy B2B end users, influencers and decision makers with specific needs, related for example to process productivity in commercial kitchens and their equipment, uniformity, capacity, etc.

Satisfy multiple market sub-segments with their own requirements: distributors, restaurant chains, schools, hospitals, hotels, etc.

Need for simplicity in the product information process, with the integration of an internal archiving system.

Efficiency expectations of several internal teams.

Need relevant decision support tools in the catering market.

STRATEGIES DEPLOYED BY
ADVISO

Creation of different spaces to reach specific segments and distribution channels of the market, with content based on a selection of criteria for each of the segments, and a selection of tailor-made products.

A catalog consolidated around the characteristics and filters reflecting the real expectations of consumers in catering.

Use of categories to identify information sought (i.e. gluten-free, allergen-free, etc.) and a selection of other important attributes.

Creation of detailed product pages, including relevant B2B visuals.

Set up a logic for obtaining leads online via enriched information requests

Design of an exclusive portal including tips, calculation tools and other functionalities accessible only to identified users