Leveraging digital technology to gain market share and entice new suppliers

CHALLENGE

A leading biotechnology company sought to address whitespace opportunities in its market by reaching underserved small and medium-sized businesses (SMBs) with low-cost, low-touch product categories. Key challenges included:

• Limited reach to smaller buyers due to high-touch sales models and traditional distribution methods.

• A lack of infrastructure to enable a third-party marketplace that could attract new suppliers and buyers.

• A need for a comprehensive strategy to identify target customers, define a supplier portfolio, and implement the marketplace platform.

SOLUTION

Rambler Technology partnered with the company to design and launch a third-party (3P) B2B marketplace that served as a one-stop shop for customers while providing suppliers with powerful tools to drive growth:

1. Customer Targeting: Identified small and medium-sized businesses as the primary audience for the marketplace.

2. Portfolio Strategy: Developed a curated 3P portfolio strategy tailored to low-cost, low-touch product categories.

3. Roadmap Development: Created a phased roadmap starting with a pilot market to validate the concept and scale globally.

4. Organization Structure: Defined the internal organizational framework to support marketplace operations, including roles for supplier management, customer support, and platform governance.

5. Platform Selection: Guided the selection of a 3P marketplace platform with features such as price setting, analytics capabilities, and supplier onboarding.

6. Business and Architecture Design: Delivered a high-level business and technical architecture to ensure scalability and alignment with company goals.

OUTCOMES

1. Increased Market Reach: Enabled access to underserved SMB customers with low-cost, low-touch offerings, capturing new whitespace opportunities.

2. Supplier Growth: Attracted new suppliers to the marketplace by offering expanded market reach, pricing autonomy, and actionable analytics.

3. Streamlined Pilot Launch: Successfully launched a pilot marketplace in a key market, providing a scalable framework for future expansion.

Services Provided: Customer Segmentation and Targeting, Portfolio Strategy Development, Pilot Market Definition and Roadmap Creation, Organizational Structure Design, 3P Platform Selection, Business and Architecture Design

Applications: SAP Commerce, SAP ERP, Mirakl, Spryker