Marketing Consultation Case · 2025
Field Research Project
_______________________________________
Redefining Human-Like Relationships
in the HORECA Sector
_______________________________________
Redefining Human-Like Relationships
in the HORECA Sector
28+
HORECA clients interviewed across Ticino
12
Competitors benchmarked with a custom 5-star system
6
Customer journey stages mapped end-to-end
3
Strategic pillars delivered to senior management
28+
HORECA clients interviewed across Ticino
12
Competitors benchmarked with a custom 5-star system
6
Customer journey stages mapped end-to-end
3
Strategic pillars delivered to senior management
Project overview
The Challenge
Granarolo Suisse, the Swiss arm of Italy's largest dairy cooperative, was navigating a key tension: their B2B client relationships were deeply human and personal, yet the business needed to scale digital adoption through their online ordering portal.
The question wasn't simply "how do we get clients to use the portal." It was more nuanced: how do you digitise human-like relationships without stripping away the very thing that makes them work?
01 · B2B Portal Adoption
Competing with WhatsApp
Only 3 out of 28 clients used the portal exclusively. Most ordered via WhatsApp or phone, which was fast, familiar, and personal. The portal needed to compete with a habit, not just a technology.
02 · Degubox Strategy
Personalisation vs. centralised logic
Granarolo's product sampling initiative had strong reception but lacked a consistent strategy. Clients wanted personalisation; the company was using a centralised approach.
03 · Customer Journey
No visibility into touchpoints
No comprehensive map of the 6-stage HORECA client journey existed, meaning improvements were being made in isolation without a shared strategic view.
Project overview
The Challenge
Granarolo Suisse, the Swiss arm of Italy's largest dairy cooperative, was navigating a key tension: their B2B client relationships were deeply human and personal, yet the business needed to scale digital adoption through their online ordering portal.
The question wasn't simply "how do we get clients to use the portal." It was more nuanced: how do you digitise human-like relationships without stripping away the very thing that makes them work?
01 · B2B Portal Adoption
Competing with WhatsApp
Only 3 out of 28 clients used the portal exclusively. Most ordered via WhatsApp or phone, which was fast, familiar, and personal. The portal needed to compete with a habit, not just a technology.
02 · Degubox Strategy
Personalisation vs. centralised logic
Granarolo's product sampling initiative had strong reception but lacked a consistent strategy. Clients wanted personalisation; the company was using a centralised approach.
03 · Customer Journey
No visibility into touchpoints
No comprehensive map of the 6-stage HORECA client journey existed, meaning improvements were being made in isolation without a shared strategic view.
Strategic Recommendations
Based on 28 client interviews and competitive benchmarking, I developed three strategic recommendations: a customer journey redesign, a digital ordering strategy, and an optimisation plan for Granarolo's existing product sampling initiative
- Mapped all 6 CJ stages (relationship start → loyalty) with online vs offline touchpoints. Recommended order tracking on the portal, formal email confirmations, push notifications for delays, and Degubox integration in the post-purchase phase — creating a loop between digital and human touchpoints.Proposed firmographic segmentation as the entry point: a dedicated mobile app for small businesses (as fast as WhatsApp) and improved portal UX for medium/large clients. Added a loyalty rewards system — points per online order unlocking premium experiences like chef masterclasses and farm visits.Redesigned end-to-end: branded packaging and a dedicated product catalogue covering the brand story, sustainability commitment, product range, a promo code with expiry date, and a QR-linked feedback survey. Proposed 3 personalisation tiers (new products, niche products, menu-matched) based directly on client preference data.Implementation plan
What Clients Need First
Interviews revealed consistent patterns across all 28 clients. These five priorities are ranked by how deeply they were felt and how urgently they need to be addressed.
1Relationship with the sales representativeClients expect their representative to demonstrate expertise, remember their business, and act as a trusted advisor. This is the primary driver of loyalty and the hardest to replicate digitally.2Attention to price: quantity benefits and no minimum orderPrice is closely tied to perceived value. Clients actively ask for discounts on quantities and find minimum order requirements a recurring friction point.3More flexible delivery timesClients need delivery to be available even when orders are placed in the evening. Rigid schedules create operational stress, especially for smaller businesses.4Order change alertsClients want to be proactively notified of any changes or delays in their orders. Lack of communication on this is a frequent source of frustration.5Improving the smoothness of the B2B portalPortal adoption remains low partly due to technical issues: slow loading, missing product images, and unintuitive navigation. Fixing these is a prerequisite for any digital ordering strategy.Implementation planWhat Clients Need First
Interviews revealed consistent patterns across all 28 clients. These five priorities are ranked by how deeply they were felt and how urgently they need to be addressed.
1Relationship with the sales representativeClients expect their representative to demonstrate expertise, remember their business, and act as a trusted advisor. This is the primary driver of loyalty and the hardest to replicate digitally.2Attention to price: quantity benefits and no minimum orderPrice is closely tied to perceived value. Clients actively ask for discounts on quantities and find minimum order requirements a recurring friction point.3More flexible delivery timesClients need delivery to be available even when orders are placed in the evening. Rigid schedules create operational stress, especially for smaller businesses.4Order change alertsClients want to be proactively notified of any changes or delays in their orders. Lack of communication on this is a frequent source of frustration.5Improving the smoothness of the B2B portalPortal adoption remains low partly due to technical issues: slow loading, missing product images, and unintuitive navigation. Fixing these is a prerequisite for any digital ordering strategy.Looking for insights that actually move the needle?