How online tech is becoming loved in an offline industry: Case study of 3663

Abstract

Business-to-business has frequently been considered a late adopter of technology when compared with food retail. This may have been the case a decade ago, but digital marketing and online ordering are making their presence felt in the food service sector. This paper explores the ‘digital journey’ of one of Britain’s leading food wholesale distributors, 3663. It outlines some of the issues and challenges the organisation faced and discusses some of the insights and learnings it gained.