Redesign of CDMV's B2B e-commerce

Redesign of CDMV's B2B purchasing platform

Scope National

Status Completed

Technology Orckestra Commerce

A redesign with a bite

À propos

Expertises requises

E-commerce

Redesign and migration

Digital brand positioning

User experience (UX)

Interface design (UI)

Conversion rate optimization (CRO)

Digital storytelling

Training and governance

Analytics and performance

Roadmap rollout

En partenariat

Solution integrator Verndale

Objectifs du mandat

CDMV, the leading distributor of veterinary products in Canada, sought to redesign its B2B purchasing platform to meet the needs of veterinarians and animal health technicians. To establish itself as an online industry reference, it was essential to balance a high-quality user experience inspired by B2C expectations and the specific demands of the veterinary industry, focusing on user-friendliness, intuitiveness, and functionality. In a sector where urgent needs and frequent replenishment primarily drive purchases, the key question was: how can we transform a convenience-driven purchasing behaviour into a superior shopping experience that outperforms the competition?

Position CDMV as a destination rather than a commodity
Offer a quality of experience superior to the competition by focusing on rich content and personalization

Défis à relever

Position CDMV as a destination rather than a commodity for veterinarians and animal health technicians.
Deliver a superior quality of experience to the competition by focusing on rich content and personalization.
Support CDMV's sales and marketing team in making data-driven decisions.

Solutions

Adapt the user experience according to four purchasing behaviors: transactional, enhancement, reaction, transformation.
Enrich the product experience with cross-selling strategies, detailed product sheets and optimized taxonomy.
Customize the interface to the specific needs of veterinary clinics.
Rework the visual grid to make it more attractive and deliver a high-end B2C experience.
Emphasize self-service functionality to facilitate clinic management as well as practical and intuitive tools to facilitate stock management and ordering.
Frame the narcotics purchasing experience in compliance with Health Canada legal requirements.
Introduce customer-specific roles to simplify account management.
Develop centralized dashboards to provide an overview of performance and facilitate data tracking.

Personalized user experience ⁰¹

The platform is tailored to meet the specific needs of veterinarians by providing self-service functionality, intuitive tools for managing their clinics, and centralized dashboards for tracking performance and data.

Four purchasing bahaviours ⁰²

The platform addresses four key purchasing behaviours—transactional (quick purchase, convenience), improvement (longer decision-making, comparison), reaction (urgent, clear information), and transformation (high-value purchase, extensive support)—to cater to varying customer needs.

Role-based Customization and Security ⁰³

Each client is assigned specific roles, with simplified access management for veterinarians and secure handling of narcotics in compliance with Health Canada's safety standards.

Enhanced Product Experience ⁰⁴

The platform offers enriched product pages, improved taxonomy, and faster order completion options, all within a visually appealing grid that reflects a high-end B2C experience.

Smooth transition ⁰⁵

Regular workshops with clients, user behaviour monitoring, and a phased rollout process were employed to optimize the platform. The transition was supported by training and change management, leading to a successful switch to the new platform, with integrated ERP systems and personalized clinic communication channels.

32%

Increase in the number of products viewed per visit, improving product discoverability.

16%

Increase in the number of pages viewed per session, indicating deeper browsing.

14%

Increase in the number of sessions on the platform

10,31%

Growth in sales and revenue, with a 9,2% increase in order value.

About CDMV

A Canada-wide leader in the distribution of veterinary products and services, CDMV relies on a vast network of suppliers and partners dedicated to supply chain optimization. Founded in 1972 in Saint-Hyacinthe, Qc, the company now employs some 350 people, 200 of whom are based in Saint-Hyacinthe (head office), with the remainder working in its distribution centers in Toronto, Halifax, and Calgary.

What we have achieved

See all our achievements