The Ligabue Group relied on the expertise of Anda and Ccelera to extend its business beyond the boundaries of B2B.
A historical player in the world of food service and catering, with a solid international presence and a strong focus on sustainability and social responsibility issues, the Ligabue Group chose to rely on Anda and Ccelera’s expertise to extend its business beyond the boundaries of B2B.
With a strong international presence and a long-standing focus on sustainability and social responsibility, starting with the brand claim “Better care, better living”.
The combination of a well-established value system that puts the well-being of the individual first and the constant drive towards innovation have led the Group to want to rethink its business strategy, in response to a new situation and a new market, with new needs and for which it has proved necessary to rely on new structures and solutions.
The need to meet B2B requirements while accommodating B2C needs was the focus of the collaboration with Ccelera, which led to the study of a project and the choice of integrating differentiated platforms and a veritable constellation of applications calibrated with each other to create a new CRM ecosystem.
The two requirements that guided the Ligabue Group in the development of the project were to improve its value system and to innovate its corporate strategy by extending business beyond the boundaries of B2B. Reasons that led Ligabue to call on the expertise of Ccelera, which was able to accompany the company through an extremely varied and challenging CRM project.
There were two main goals: a proactive reorganisation of the B2B CRM and an opening up to the new potential B2C consumer market.
A far-sighted vision on the part of the company, which was accompanied by an innovative technological response on the Ccelera side, with the creation of an ecosystem rich in all the SAP Customer Experience functions and solutions, including SAP Emarsys, designed to manage contacts and marketing campaigns in an integrated and organic manner at both the B2B and B2C levels: solutions never before implemented by the Ligabue Group.
The change introduced by the adoption of new platforms provided the opportunity to create something capable of catalysing customer interest and representing an important differentiating factor in the market, through the implementation of a configurator that allows the customer to make comparisons independently in order to identify the best solution, thus also opening a new channel of communication with Customer Care.
