A commercial and cultural transformation of B2B trading

Reinventing the Digital Sell-In Experience For Converse

The Challenge

Converse approached us with a critical operational challenge: its B2B sell-in process for retailers was outdated, inefficient, and heavily manual. Retailers relied on spreadsheets, seasonal activations, and in-person meetings to place bulk orders, resulting in delays, errors, and poor scalability.

On the surface, the ask was simple: digitise the ordering process. But we saw a deeper opportunity, not just to modernise a workflow, but to architect a strategic, modular platform that could future-proof how Converse engages with its retail network.

The Approach

We started by reframing the problem:

How could we reinvent the B2B experience to be smarter, faster, and more scalable? Through a series of stakeholder workshops, we uncovered layers of operational complexity, including:

Tiered retailer pricing and custom assortments.
Variant management and bulk seasonal ordering.
Forecasting requirements and campaign segmentation.
Shaping our technical and design approach, resulting in a headless, MACH-based digital commerce solution built for adaptability and speed.

What We Built

Modular MACH Infrastructure

Cloud-native, API-first, and headless, a future-ready system designed for high flexibility and integration.

Intelligent Commerce Engine

Dynamic rules-based catalogue curation, tiered pricing, and variant logic tailored to each retailer’s contract and behaviour.

Multi-Product Order Cards

Retailers could bulk-order entire seasonal collections in just a few clicks, streamlining the buying cycle.

Self-Managed CMS

Marketing and sales teams could manage content blocks, product uploads, and access controls, without developer support.

Mobile-Optimised UX

The experience was fully responsive, enabling orders from anywhere, on any device.

No More Spreadsheets

Static, manual tools were replaced by a living digital platform that enabled real-time planning and interaction.

Result: faster, more confident ordering experiences with fewer errors, and less manual effort

Results

Our Successful Results

Retailer platform adoption: + 94 %
Increase in retailer pre-orders: + 433 %
Return on investment in the first year: 14 x

Simplified Workflows, Amplified Performance

Retailers reported faster, more confident ordering experiences. Internally, Converse saw a dramatic reduction in manual effort, fewer order errors, and stronger campaign performance.

Smarter, Faster, Always-On Growth

What was once a once-per-season interaction is now a continuous, data-rich engagement loop, driving growth and enabling smarter distribution at scale.

Converse B2B Strategy

Why It Matters

This wasn’t just a technical rollout, it was a commercial and cultural transformation. The platform has become a blueprint for Converse’s broader digital strategy and is now being explored for rollout across other global brands in the DSI portfolio. We didn’t just digitise commerce.  We redefined it.

We didn’t just digitise commerce.  We redefined it.

Ready to Future-Proof Your Website?

Let’s build a high-performance, scalable platform tailored to your audience, goals, and growth.

Talk to our team today.