PROS best-kept secret success stories
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When old pricing processes went sour
Razor-thin margins are already the norm within
the Food & Consumables industry. But the leaders
at Land O'Lakes recognized that their pricing
processes—which included manual spreadsheets
and mountains of data—were putting an even
tighter squeeze on their margins.
Food purchasers are generally very price-sensitive, meaning
Land O'Lakes could turn their prices into a competitive differentiator
with the right tools. Plus, as buyers become increasingly accustomed
to convenient digital buying experiences, the company also recognized
that their new pricing methodology would have to be fast and flexible
enough to meet those expectations.
Meeting the needs of a digital-first
generation
With more millennials running businesses,
Land O'Lakes found that many of their 6,000
independent dealers didn't want to place orders
over the phone as previous generations had.
As part of a digital-first generation, today's B2B buyers expect a more
dynamic and time-efficient way of placing orders that can fit easily into
their busy schedules. Essentially, they wanted a more B2C-like buying
experience for their dairy orders from Land O'Lakes.
It was clear to Land O'Lakes leadership that manual sales touchpoints
were hurting the customer experience and getting in the way
of growing margins. To combat this challenge, they decided to
reimagine the way they managed pricing.
I wish we could order
our dairy products online
like everything else like everything else.
If we modernize
our pricing methodology,
we could set
more more
competitive prices competitive prices…
