In the competitive landscape of B2B commerce, standing out from the competition is a necessity, especially for bakeries vying for attention among consumers. Dawn Foods, a family-owned bakery products distributor, has recognized this challenge and is actively working to empower its customers with the tools they need to differentiate themselves in the marketplace. As Gireesh Sahukar, vice president of Digital at Dawn Foods, articulates, customers are clamoring for assistance to grow their businesses and elevate their offerings against nearby competitors.

One pivotal shift in achieving this goal lies in the revamped B2B ecommerce strategy and technology platform that Dawn Foods has developed over the past year. The company has replaced its previous approach, which consisted of two separate websites handling content and ecommerce transactions, with a single integrated system. This change facilitates a more personalized and valuable experience for each customer, enabling bakeries to access tailored content and purchasing experiences that align with their specific needs.

Dawn Foods caters to a diverse customer base, consisting of bakeries that specialize in different product areas including cupcakes, pastries, and various types of bread. This variety poses a challenge: how to meet the unique requirements and preferences of each bakery segment. The solution lies in the integrated technologies offered by Dawn, including the Contentstack CMS and Salsify product information management system, integrated with a commercetools ecommerce platform. This advanced setup enhances the customer experience and drives engagement.

Customers have responded positively, with approximately 75% of them now utilizing Dawn’s online platform, leading to triple-digit percentage increases in online sales. The incorporation of an API-driven architecture within the commercetools platform is instrumental in creating a seamless shopping experience that resonates with buyers. Busy bakers often seek ingredients during early morning hours, and it is essential that they receive the information they need at the right time. By offering helpful web content and easy navigation, Dawn Foods is successfully catering to these customers’ demands.

A standout feature of Dawn’s ecommerce platform is the concept of “shoppable recipes.” Customers can browse a variety of recipes designed by in-house culinary experts and easily select the ingredients they wish to purchase from those recipes. Expanding on this feature, customers can also view a catalog of available food products, complete with suggestions for relevant recipes. To further support their clients, Dawn adds value by providing online how-to videos for more complex recipes, creating a comprehensive resource that empowers bakers to innovate their offerings.

Managing a vast array of products is no small feat for Dawn Foods, which manufactures and distributes around 10,000 SKUs across the U.S. market. Each product is rich with information—between 600 to 700 attributes per item—covering vital aspects such as nutrition and allergens. With the API-driven, headless architecture of its platform, Dawn can efficiently produce and update web content, ensuring accuracy while also enhancing customer engagement. This technological leap allows Dawn to deliver personalized content tailored to each customer’s specific business type upon login, showcasing only relevant products and recipes. For instance, a cupcake shop will not be presented with irrelevant information about donuts, illustrating the precision and care put into the customer experience.

Continuous improvement is at the forefront of Dawn Foods’ mission. They are actively collaborating with technology partners to refine the platform further. In the near future, they anticipate enhancing their content-personalization capabilities and introducing visual content-building features. These updates will allow content developers to instantly see how new content appears on their website, ensuring that the customer experience is always aligned with modern expectations.

As Sahukar noted, Dawn Foods prioritizes its customers’ voices. The company has developed a strong voice-of-customer program to ensure that all decisions and strategies are deeply rooted in customer feedback and requirements. This commitment to understanding the customer landscape is what ultimately drives the innovations behind their ecommerce offerings.

In conclusion, by integrating advanced technology and focusing on personalized customer experiences, Dawn Foods is transforming the way bakeries engage in B2B ecommerce. Their innovative approach not only drives their own business growth but also empowers their customers to thrive in a competitive environment. The future looks promising as they continue to refine their strategies and develop tools that truly meet the needs of their diverse clientele.