Multeral
Multeral, together with us at Toxic, has carried out a comprehensive project to simplify and streamline its customers' purchasing processes. The result is a digital platform on Litium that combines high functionality with a personalized customer experience.
The challenge
Multeral, a leading supplier for fast food chains and retail, faced the need to modernize its digital tools to meet customer demands. Many of their contractual customers lacked a clear overview of prices, product range, and previous purchases, which complicated the process of finding the right accessories and products.
Additionally, Multeral's larger customers, such as Max and McDonald's, needed a solution to manage rights, budgets, and approval flows for purchases in a more structured way. Multeral needed a solution that could streamline both internal processes and improve the customer experience.
About Multeral
Multeral has been providing fast food restaurants, street kitchens, and service trade with professional kitchen equipment and coffee machines from market-leading manufacturers since 1980. With over 40 years of experience, they offer quality products, high service, and support to well-known players such as McDonald's, Max, Preem, Ica, among others.
By combining sustainable solutions with industry-leading expertise, Multeral helps its customers create functional restaurants tailored to both today's and tomorrow's needs.
Toxic has helped us create a B2B e-commerce that provides our customers with a simple and clear user experience. By offering a customer-specific purchasing portal, developed by Toxic, which can be configured according to the customer's needs, we strengthen our offering. Overall, we are satisfied with Litium as a platform and Toxic as a supplier.
Our solution
Toxic has developed Multeral's new digital platform on Litium 8 that improves how their corporate customers purchase and manage purchases. Through integration with Microsoft Business Central, Toxic has created a smooth solution with both open e-commerce and an advanced customer portal, where customers receive a personalized experience with their specific price lists and assortments directly upon logging in.
Management of complex purchasing flows
Toxic has developed a solution that enables the management of complex purchasing flows for large organizations. Specific rights can be defined for individual organizations or individual restaurants, where some customers can make purchases freely, while others need internal approval before a purchase can be completed. The result is a flexible and scalable system that effectively supports various needs within purchasing and approval processes.
Flexible payment solutions and improved user experience
In the new solution, Toxic has also implemented Svea to offer flexible payment options, such as card payment, invoice, or leasing, making more expensive products like kitchen equipment more accessible to more people. To simplify product selection, Toxic has also improved the search and filtering tools, so that customers can easily find the right products and accessories.
Personal shopping lists and smooth spare parts management
Customers can create and manage personal shopping lists, as well as review previous orders. Through the improved customer portal, machines and accessories can be easily ordered based on previous purchases, making the process faster and smoother.
Multeral is an impressive company in many ways; they are both a distributor and service partner to market-leading brands delivered to the largest restaurant chains in Sweden. It is a privilege that we have been able to develop their customer journey digitally, which opens up for new customers to shop and simplifies purchases for the existing large fast-food chains.
Enhanced digital presence
To provide the customer with a stable foundation and a starting point with clear results, Toxic implemented strategic efforts in SEO and SEM. This has enabled Multeral to gradually take over the work themselves and ensure continued success.
SEO work
Toxic conducted extensive SEO work where we started with a comprehensive analysis of the website and then developed concrete action proposals that created a clear path forward. The effort quickly yielded clear results with four new first placements in the search results, twelve placements in positions 2–3, and eleven new positions in the top 4–10. To ensure continued success, Toxic conducted regular check-ins and analyzed the development for all prioritized keywords.
SEM project
At the same time, Toxic started a SEM project to optimize the entire purchasing process from first contact to completed purchase. Toxic mapped the entire purchasing process in detail to identify and address obstacles that hindered sales. We at Toxic ensured that the right products from the product catalog were available and that their names were optimized to clearly distinguish them from regular B2C searches, which is particularly important since Multeral only targets the B2B market.
Additionally, Toxic identified that flexible payment solutions, including leasing, were crucial to meet the specific needs of B2B customers. To continue supporting Multeral, we at Toxic are collecting and analyzing data that helps them track traffic.
The value for the customer
The new platform, developed by Toxic, provides Multeral's customers with an improved experience and opportunities for more efficient workflows. Multeral's customers can now easily manage their purchases, access agreed prices and assortments, and smoothly reorder accessories from their order history.
With flexible payment options like leasing, more customers have been able to invest in high-quality equipment. The platform's automated features, such as budget management and approval flows, have also reduced the administrative workload for large organizations.
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