One platform for all customers – scalable, smart, and future-proof
Lekkerland unifies channels and customer types to accelerate growth and digital efficiency with Intershop.
Online revenue is steadily growing
Average order value is increasing
Large client's switch from EDI to the platform
“Intershop provided the flexibility, scalability, and speed we needed to modernize across all channels. It is the digital foundation that supports our future growth.”
Challenge
- Some customer segments lacked tailored digital experiences and self-service options
- Manual, ordering processes for unstructured* customers hindered scalability
- High pressure on customer service due to low automation
- Fragmented website, app, and online shop limited efficiency and user experience
* Unstructured customers are customers ordering via fax and phone. Structured customers are customers ordering via EDI or online shop.
Solution
- Unified and flexible platform supporting all customer types and order flows
- Full ERP and Legmis integration boosting data consistency
- Real-time pricing, product images, and inventory data increase average order value
- Faster order processing and fewer customer service requests improve cost-efficiency
- Mobile-first UX and personalized storefronts enhance customer satisfaction and NPS
From siloed tools to scalable success
In 2020, most digital tasks were handled in-house, with no unified infrastructure. Olaf Gockel, Sales Director at Lekkerland Netherlands, took the lead in driving digital transformation.
“Our systems were operating in isolation,” explains Olaf Gockel. “Lekkerland Netherlands needed a unified experience across all touchpoints – scalable, secure, and user-friendly.”
Together with Belgium, Lekkerland Netherlands developed a business case that ultimately received the green light.
The company then partnered with De Nieuwe Zaak (Zwolle, the Netherlands) to assess the organization’s digital maturity. The conclusion: there was significant room for digital growth. Based on this, Lekkerland selected the Intershop Commerce Platform, thanks to its strong B2B functionalities, scalability, and composable architecture.
Agile implementation, powerful results
Implementation began in 2023, with executive involvement from day one. Thanks to agile sprints, Lekkerland remained flexible, was able to iterate quickly, and stayed within budget while building a Minimum Viable Product (MVP).
Key results:
- Seamless integration with ERP and Legmis
- Scalable across countries, brands, languages, and pricing models
- Strong content performance enabled by PWA and Intershop’s out-of-the-box B2B features
- Full support for diverse order flows per customer group
By effectively addressing challenges such as availability of IT capacity and cultural differences between Dutch and Belgian customers, the platform was successfully launched. In addition, Lekkerland gained valuable insights into the diversity of its customer base, identifying more subsegments than originally expected.
Smart commerce, real impact
With the new Intershop Commerce Platform, customers benefit from an improved interface, clearer product information, and faster order processes. Lekkerland now supports tailored order flows per customer type and can customize branding and UX to individual customers.
The ordering experience is mobile-friendly, intuitive, and offers real-time visibility into product availability, pricing, and order history. Customers also benefit from new features, such as an integrated complaints portal, which has significantly reduced phone calls and administrative workload. Additional functionalities, such as a digital packing slip, are scheduled to be rolled out soon.
Impact so far:
- Online revenue is steadily growing in the Netherlands and Belgium
- Average order value is increasing
- Large clients are switching from EDI to the platform
- Complaint handling is faster through integrated modules
- More unstructured customers are onboarding every day
Lekkerland tracks KPIs such as onboarding speed, sprint cadence, Hotjar analysis, and Net Promoter Score (NPS). Feature adoption is also monitored per segment to continuously refine the digital roadmap.
Olaf Gockel emphasizes:
“We want customers to log in and never want to leave. Intershop allows us to deliver that experience.”
Looking ahead
Lekkerland Netherlands continues to develop the platform based on customer feedback. Upcoming initiatives include AI-powered recommendations, order history insights, repeat orders, personalized favorites, and dynamic product display – for example, based on weather conditions or time of day.
The company is also working on automated returns, deposit handling, and more complex financial workflows to better serve both small retail clients and large structured clients.
The long-term vision is a fully digital, self-service commerce environment where everything – from ordering to returns – is seamless, efficient, and customer-centric.
“We are not trying to become a digital company,” says Olaf Gockel. “We are enhancing commerce through digital. That is what makes us Your Most Convenient Partner.”
About Lekkerland
Since 2020, the Lekkerland Group has been part of the REWE Group, one of Europe’s leading food retail and tourism companies. The Lekkerland Group operates in Germany, Belgium, Spain, and the Netherlands.
Lekkerland Netherlands has deep roots in retail and convenience and offers tailored logistics, a broad and relevant wholesale assortment, and innovative retail solutions. In the Netherlands, the focus is on various organized retail chains, fuel stations, and franchise formulas.
De Nieuwe Zaak
De Nieuwe Zaak is a leading full service e-commerce agency in the Netherlands.
“Our digital commerce team and the collaboration with Intershop and De Nieuwe Zaak were exactly what we needed. Intershop provided the scalable, future-ready platform we were looking for, while De Nieuwe Zaak brought the digital expertise to guide us through every step of replatforming.” — Olaf Gockel, Sales Director, Lekkerland Netherlands
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