As traditional distribution models fall short in today’s fast-paced retail environment, CPG companies are embracing smarter, digital-first solutions to stay competitive. According to a recent study, over 70% of B2B decision-makers now prefer remote or self-service interactions to conventional in-person methods. This shift is driving the need for platforms that offer retailers greater control and convenience. Modern Marketplace platforms are rising to meet this need—not just as ordering tools, but as comprehensive Store CRMs. These solutions offer a 360° view of each retail partner, enabling brands to tailor communications, streamline order management, and foster stronger relationships. At the same time, retailers gain the flexibility to browse product catalogs, place orders, track deliveries, and interact with brands on their own terms.

Marketplace as a Store CRM – What It Looks Like

When used as a Store CRM, a Marketplace platform becomes a powerful intelligence and engagement tool for CPG companies:

• Store-Level Profiles: Capture key attributes for every retailer, including store type, location, order history, payment behavior, and product preferences.
• Segmentation & Targeting: Group retailers by performance, geography, or product mix to deliver tailored promotions or sales campaigns.
• Historical & Predictive Analytics: Monitor order frequency, stock-outs, category sales trends, and recommend actions to boost performance.
• Two-Way Communication: Push updates, offers, or training content directly to retailers while also enabling them to raise service requests or support tickets.
• Field Force Collaboration: Sales reps get store insights before visits, enabling more productive conversations and goal-driven planning.

In essence, the platform evolves from a static ordering interface into a dynamic tool that builds deeper, more profitable relationships with retail partners.

Self-Service Ordering – Empowering Retailers to Do More

The other side of the coin is Retailer Self-Service Ordering. When seamlessly integrated into a Marketplace platform, this capability allows retailers to:

• Browse Digital Catalogs: With images, prices, availability, and suggested items personalized to their store profile.
• Place Orders Anytime: No need to wait for a sales rep. Orders can be placed in seconds using mobile or web interfaces.
• Schedule Deliveries: Select preferred delivery windows based on store operations and stock levels.
• View Promotions & Bundles: Access tailored deals and loyalty offers aligned to their purchase history or store type.
• Track Order Status: Get live updates on order processing, dispatch, and delivery—reducing uncertainty and phone calls.

Self-service ordering builds independence for retailers while improving the accuracy and speed of order processing for the brand.

Business Benefits for CPG Companies

Implementing a Marketplace as a Store CRM and self-service ordering hub drives measurable benefits:

• Lower Operational Costs: Less reliance on sales reps for order-taking; reduced call center and manual order management workload.
• Higher Order Accuracy: Retailers see live stock and pricing, minimizing errors, mismatches, and cancellations.
• Improved Retailer Satisfaction: Empowered retailers become more loyal, order more frequently, and respond better to promotions.
• Enhanced Sales Visibility: Real-time data provides granular insights into product movement and regional trends.
• Better Field Execution: Reps can shift focus to strategic selling, market expansion, and planogram compliance.

 Why Now? The Urgency for CPG Brands

• Retail expectations have changed. Modern retailers want the same digital convenience they experience as consumers.
• Digital commerce is exploding. CPG sales via digital channels are growing twice as fast as brick-and-mortar.
• AI and automation are here to stay. Marketplace solutions enable AI-powered recommendations, sales forecasts, and order prompts tailored to each store.
• Data is the new competitive edge. A centralized system that captures every retailer interaction is gold for pricing, product development, and inventory strategy.

Spotlight: Ivy Mobility’s Marketplace

At the forefront of this evolution is Ivy Mobility’s Marketplace, a platform built specifically for the needs of consumer goods companies.

Key Capabilities:

• Self-Service Retailer Portal
  Enables retailers to place orders directly from distributors anytime, anywhere, on any device.
• Catalogs and Promotions
  Keep product listings, prices, and stock availability up to date in real time.
• Retailer CRM Insights
  View historical data, sales trends, and segment-based behavior to improve decision-making.
• Order Tracking and Fulfillment Integration
  From placement to doorstep delivery, every stage is transparent and traceable.
• Seamless Multi-Party Integration
  Connects distributors, field reps, and retailers in a single digital ecosystem—no silos.
• Actionable Intelligence
  Leverages AI for product recommendations, upselling prompts, and suggested orders per store.

Ivy Mobility’s Marketplace is a ready-to-deploy SaaS solution that works globally, integrates with your existing tech stack, and future-proofs your go-to-market strategy.

Final Thoughts

The future of the CPG industry lies in digitally connected, insight-rich, and retailer-friendly ecosystems. By adopting a Marketplace that serves as both a Store CRM and a Retailer Self-Service Ordering platform, CPG brands can unlock operational efficiency, deepen retailer engagement, and power smarter sales. Ready to take the leap? Talk to our expert team and explore how Ivy Mobility’s Marketplace can redefine your retail relationships: