An Omnichannel Story

Royal Canin’s B2B2C Triumph: Seamless Same-Day Delivery Through an Innovative Retail Network Integration

introduction

Royal Canin, a global leader in pet nutrition, recognized the growing demand for a rapid and convenient online purchasing experience among pet owners. Typically, pet owners purchase food at the last minute when they run out, necessitating a swift and reliable delivery service. However, as a principal, Royal Canin faced a significant challenge—they did not have permission to sell directly to customers, and they wanted to avoid creating channel conflicts with their existing retail partners. To address these challenges, Royal Canin collaborated with ICUBE, a leading technology partner, to develop an innovative B2B2C solution.

objectives

The primary objective for Royal Canin was to create a robust online brand presence that catered to the urgent needs of pet owners, enabling them to order pet food online and receive it within a three-hour window. Additionally, Royal Canin aimed to maintain harmony with their retail partners, ensuring that the new online business model would complement rather than compete with existing sales channels.

the B2B2C solution

ICUBE designed a unique B2B2C approach that enabled Royal Canin to own the online platform while ensuring that order fulfillment was handled by their retail partners across Indonesia. The solution was built on Magento Open Source and integrated with the SWIFT Omnichannel system.

Here’s how it worked:

  1. Order Placement: Customers visit the Royal Canin website, browse products, and place orders. The system then identifies the nearest retail pet shop that has the requested items in stock.

  2. Order Validation: Once the order is paid for, the system sends an automated WhatsApp message to the identified pet shop, asking for confirmation to fulfill the order. Pet shop owners simply respond with a “Yes” or “No.”

  3. Fulfillment: Upon confirmation, the system automatically dispatches a GoJek rider (instant delivery via motorcycle) to pick up the items from the shop and deliver them to the customer within three hours.

Royal Canin’s commitment to customer convenience has resulted in rapid growth and enhanced satisfaction, without compromising their retail network.

challenges

The primary challenge was ensuring the system was user-friendly for both customers and pet shop owners. Many pet shop owners are not tech-savvy, so ICUBE focused on creating an intuitive interface that required minimal technical knowledge. The stock updating process was simplified, allowing shop owners to update their inventory every morning with ease. Furthermore, by integrating WhatsApp for order validation, a platform already familiar to most, ICUBE minimized the learning curve and maximized adoption.

results

The results of this innovative approach have been impressive. Within the first year, Royal Canin’s online service expanded from covering Greater Jakarta with around 40 stores to nearly 300 stores across Java and Bali. This expansion was driven by the seamless integration of technology and retail operations, ensuring that customers received their orders promptly without any disruptions to Royal Canin’s existing retail relationships.

conclusion

Royal Canin’s collaboration with ICUBE has not only allowed them to meet the urgent needs of their customers but has also reinforced their commitment to supporting and empowering their retail partners. By embracing a B2B2C approach, Royal Canin successfully navigated the complexities of online sales in the pet food industry, achieving rapid growth and customer satisfaction without compromising their retail network.