Transforming B2B Commerce Through Experience Design
Distell
Client Overview
Distell, one of Africa’s leading producers and marketers of wines, spirits, ciders and ready-to-drink beverages, serves a vast network of distributors and retailers across multiple regions.
With a rapidly growing customer base, the company sought to modernise its B2B commerce experience to improve accessibility, efficiency and engagement across its digital sales channels.
Problem Statement
Distell’s existing B2B ordering process was heavily reliant on manual sales desk interactions, resulting in inefficiencies, slower order turnaround times and limited visibility for customers.
- As distributor and retailer expectations evolved, the legacy system could no longer provide:
Self-service capabilities for customers to place and manage orders independently. - Real-time visibility into product availability, order status and account information.
- Scalable architecture to support growing adoption and digital transformation goals.
The challenge was clear — to redesign the B2B storefront using Salesforce Commerce Cloud and Experience Design principles to deliver an intuitive, self-service digital commerce experience that empowered customers and relieved the operational load on sales teams.
Our Solution
BlueSky partnered with Distell to design and implement a reimagined B2B Commerce storefront, blending functional excellence with customer-centric experience design.
The solution focused on three key pillars:
Human-Centred Experience Design
Conducted design workshops with Distell’s distributors and retail partners to understand real-world pain points.
Applied Experience Design (XD) principles to craft an intuitive storefront journey with simplified navigation, smart search, and personalised account dashboards.
Introduced responsive design to ensure seamless accessibility across devices for on-the-go sales teams and retail users.
Salesforce Commerce Cloud Enablement
Implemented Salesforce B2B Commerce Cloud to provide a unified, self-service platform where customers could browse products, view pricing and place orders directly.
Automated order creation and management workflows, reducing dependency on manual input from the sales desk.
Enabled real-time order tracking and status updates to enhance transparency and customer trust.
Adoption and Integration
Delivered targeted adoption campaigns to onboard distributors and retail partners onto the new storefront.
Integrated the new storefront with Distell’s internal ERP systems to ensure end-to-end data consistency for pricing, stock availability and order fulfilment.
Trained sales and service teams to manage and monitor digital orders using Salesforce dashboards, ensuring smooth transition and support.
Benefits and Outcomes
Area
Outcome
Conclusion
Through the power of Salesforce Commerce Cloud and Experience Design, BlueSky helped Distell transform its B2B commerce landscape into a seamless, self-service ecosystem. The reimagined storefront not only improved efficiency and customer satisfaction but also strengthened relationships across the distributor and retailer network — positioning Distell for sustainable digital growth and enhanced customer engagement in an increasingly connected marketplace.
