Client Overview
The customer is one of the world’s largest dairy cooperatives, owned by more than 12,000 farmers and operating in 100+ countries. Its Dairy Division in the Netherlands manages highly complex B2B product distribution networks. To support its extensive regional commercial operations, the division requires modern, agile digital storefront capabilities that can streamline ordering, enhance customer experience, and support ongoing business expansion.
The Challenge: Innovation on a Legacy Foundation
The Dairy Division’s B2B ordering infrastructure was anchored on Salesforce CloudCraze—a legacy commerce platform no longer actively supported by Salesforce. While the broader industry ecosystem has shifted toward Salesforce B2B Commerce Cloud, the division’s deep operational dependencies, immediate seasonal timelines and landscape constraints required them to continue utilizing CloudCraze in the near term.
The mandate was to deliver a modern, high-conversion UI/UX and introduce sophisticated digital capabilities under severe technical constraints—all without triggering a highly disruptive, multi-million-euro replatform.
The core structural hurdles included:
Platform Support Gaps: Modernizing the B2B experience on a legacy, unsupported underlying code base.
Ecosystem Protection: Adding new digital capabilities without disrupting the broader, highly integrated global Salesforce landscape.
Enterprise Integration Complexity: Ensuring reliable, real-time end-to-end data flows across highly disparate, specialized third-party providers for payments, logistics and physical Point-of-Sale (PoS) execution.
UX Alignment: Delivering a sleek, consumer-grade buying journey despite significant underlying architectural constraints.
Business Impact & Enterprise Outcomes
The modernization of the CloudCraze storefront transformed the division’s B2B operations into a centralized, high-velocity digital commerce engine. By engineering directly on top of existing infrastructure, CoreFlex delivered immediate commercial scale while entirely bypassing the immense cost, time and operational disruption of an enterprise re-platform.
Unified B2B eCommerce Platform: Consolidated fragmented workflows for product ordering, machine servicing, and PoS assets into a single, high-fidelity digital storefront—simplifying internal workflows and customer interactions across the region.
Bypassing the Capital Replatform Trap: Extended the active operational lifespan of their existing architecture, delivering modern, consumer-grade B2B capabilities without triggering a disruptive and costly technology replacement cycle.
Zero-Downtime Ecosystem Harmonization: Engineered seamless, enterprise-grade data flows across critical external logistics, payment, and marketing networks with zero operational disruption to the broader corporate Salesforce ecosystem.
Improved Operational Efficiency: Transitioned the ordering pipeline to an automated workflow model, reducing manual processing interventions, improving data quality, and accelerating fulfillment cycles.
Enhanced Customer Experience: Enabled B2B clients to benefit from personalized promotions, a streamlined ordering journey, and a consistent UI/UX across all digital channels.
How CoreFlex Delivered the Transformation
Instead of recommending a defensive, slow-moving migration blueprint, CoreFlex embraced the client’s operational reality and engineered a modern B2B commerce experience directly on the legacy CloudCraze foundation.
- Mastering and Modernizing Legacy Architecture: Navigated deep into CloudCraze’s complex legacy framework, extending its core capabilities to support modern UI/UX patterns, scalable storefront logic, and business-critical workflows without introducing major landscape changes.
- Component Reuse for Engineering Velocity: Accelerated delivery timelines and maintained strict architectural consistency across the division’s ecosystem by intelligently adapting and reusing proven e-commerce webshop patterns.
- Enterprise-Grade Integration Engineering: Developed creative architectural workarounds and advanced configurations to bridge legacy rails with modern external endpoints, establishing seamless, automated, end-to-end data pipelines with:
o Hageman (Automated Payment Orchestration)
o Jaski (Real-Time Logistics & Fulfillment)
o Menuez (Dynamic PoS Asset Management)
- Delivering Modern Capabilities Natively: Equipped the division with a sleek buying journey, personalized promotions and a streamlined ordering flow—all while keeping costs optimized and avoiding heavy change management.
Client Testimonial
Conclusion
By consolidating fragmented workflows into a single CloudCraze storefront, the Dairy division achieved a streamlined, modern B2B ordering experience that improves operational efficiency and strengthens customer engagement. The solution equips the client with a scalable digital commerce foundation that can continue evolving as product lines grow and business needs expand.
Why CoreFlex?
CoreFlex brings deep, specialized expertise in Salesforce B2B commerce, multi-cloud integrations, and large-scale retail and consumer goods transformations. As a Salesforce Partner with multiple Expert-level Navigator achievements, CoreFlex is trusted to deliver high-quality architecture, seamless integrations, and intuitive digital experiences across global organizations.
Our proven ability to modernize legacy, unsupported Salesforce technologies ensures that enterprise brands can maximize their existing digital investments, treating complex software evolution as a highly efficient, strategic asset.
Let’s Talk
If your organization is operating across fragmented commerce systems or requires a unified B2B ordering experience, CoreFlex can help design and implement scalable Salesforce commerce solutions.
Reach out to us at info@coreflexsolutions.com to explore how CoreFlex can support your next phase of Salesforce transformation.
