How Sligro Orchestrates their Omnichannel B2B E-commerce Experience

Who is Sligro Food Group?

Sligro Food Group is a leading Dutch food service company specializing in the wholesale of food and non-food products for businesses, including restaurants, hotels, and catering companies.

Founded in 1935, Sligro Food Group has grown into a key player in the Benelux region, offering a wide range of high-quality products and services. The group includes several well-known brands such as Sligro, De Kweker, Van Hoeckel, Sligro-M and JAVA Foodservice, each serving distinct segments of the market. With a focus on innovation, sustainability, and customer satisfaction, Sligro Food Group operates both physical cash-and-carry outlets and an online platform, making it a go-to partner for the foodservice industry.

Challenges

As a leader in the foodservice industry, Sligro Food Group continuously seeks to enhance its digital capabilities to better serve its customers. With an expanding portfolio and a growing emphasis on personalized service, Sligro Food Group identified several areas where its e-commerce platform could evolve to meet future demands.

Improving performance—especially around customer-specific pricing and promotions—is a key focus to ensure a smoother and faster user experience. Sligro Food Group also aims to increase transparency and control over its platform to enable quicker iterations and more flexibility in responding to customer needs.

In addition, modernizing the platform’s architecture and design would allow Sligro Food Group to scale more effectively, integrate new brands with ease, and deliver a consistent, high-quality experience across both its online and offline channels.

Solution

To address these challenges, Sligro Food Group partnered with AmeXio, SQLI and Accenture, moving from a traditional customer-supplier relationship to a collaborative approach. This partnership provides greater transparency, teamwork and control over the platform’s development.

By combining Sligro Food Group’s deep industry knowledge with the technical expertise of its partners, the team was able to rebuild the platform from the ground up—ensuring it is future-proof and scalable. The architecture enables Sligro Food Group to add new formulas, brands, and components more efficiently. Additionally, advanced analytics tools are integrated, providing deeper customer insights for personalized content and targeted promotions. The website is also optimized to meet Google Core Web Vitals standards, delivering a fast, responsive, and seamless user experience across all devices.

“AmeXio played a pivotal role in Sligro Food Group’s journey toward building a scalable, multi-tenant, and multi-language platform,” said Michiel Mertens, Domain Architect at Sligro Online. “Their experienced AEM experts and strong local presence provided exceptional guidance, helping us overcome our content challenges.”

Results

The partnership resulted in a modern, efficient e-commerce platform. The new architecture improved site performance, reduced load times, and enabled customer-specific content and promotions to load seamlessly. This enhances the overall shopping experience.

Since the platform’s launch, five new brands have been successfully integrated into the platform, with new additions now taking less time to implement. This flexibility allows Sligro Food Group to adapt to market demands and expand its offerings.

Advanced analytics empower Sligro Food Group to gain valuable customer insights, enabling personalized content, promotions, and product recommendations. These improvements have increased user satisfaction, boosted engagement, and improved conversion rates. With greater platform control, Sligro Food Group can now make timely adjustments to stay aligned with customer needs and market trends.

Future

As the platform grows, Sligro Food Group is investing in a centralized customer portal to streamline digital interactions, giving customers a unified, personalized experience across all touchpoints. A multi-brand design system is also being developed to ensure a consistent, high-quality experience across their expanding portfolio, while enabling efficient delivery of new features across brands.

The strong architectural foundation enables Sligro Food Group to explore advanced technologies like AI-driven recommendations and deeper personalization. Positioned as a leader in the food service sector, Sligro Food Group is equipped to continue serving the unique needs of its restaurant, hotel, and catering clients with agility, scalability, and innovation.

Ready to Transform Your Customer Journey?

Sligro Food Group’s success story demonstrates the power of a collaborative approach and expert-driven innovation in overcoming CMS challenges. If your business is looking to modernize its digital presence, enhance customer experiences, and prepare for future growth, let’s start a conversation. Partner with AmeXio to build a scalable, future-proof platform tailored to your unique needs.

Inspired by Sligro Food Group’s journey? Let’s discuss how we can help you build a scalable, customer-focused platform that drives results.

Success stories