Custom 360 digital transformation for a food distribution company

The customer

A Montreal-based local food distribution company serving more than 40,000 customers and around a hundred businesses.

The need

The fast-growing company needed technology tools to support sales, operations and administrative tasks.

The requirements were too complex to integrate exclusively a “turnkey” SaaS software.

A versatile bespoke solution was essential.

The solution

An hybrid solution* was the best option to limit the concession on functionality, while respecting relatively short deadlines, at a reasonable cost and easy to make profitable.

*A hybrid digital solution consists of combining a custom web application solution with already existing softwares also known as SaaS.

The 5 main modules of the tailor-made solution:

Turnkey SaaS software integrations:

1. Dispatch system for client meetings

The customer meeting distribution module is operated by a dispatch agent who benefits from several useful functions such as automatic meetings assignments and an interactive information dashboard allowing him to make quick and efficient decisions.

This module is also synchronized with the appointment scheduling module, which makes it possible to add appointments with clients based on the representatives' working schedules and thereby optimize their time.

2. Custom CRM

Considering the essential functionalities for the organization to integrate, no turnkey SaaS CRM software solution was sufficient without adding too much monthly subscriptions. The custom CRM was the best solution in those circumstances.

Here are the various sought-after functions developed in the custom CRM module:

Basic functions

Additional functions (unavailable on any affordable turnkey SaaS solution)

3. KPI Dashboards

One of the beauty of a custom developed web solution is the flexibility of the use of data in order to monitor information based on very specific needs, regardless of their source.

Several performance indicator dashboards have been designed to help managers interpret their data from multiple sources.

The permissions to access these different dashboards are also completely configurable.

4. Orders interface

The main functions

5. Custom invoicing system

As the data was already collected from the order taking modules, it was natural to build the tailor-made billing system rather than implementing a turnkey SaaS solution with a monthly subscription.

Some of the features of the billing system:

6. Implementation of an IP phone system

Since more than 30 people are on the phone simultaneously making calls, we needed to implement a solid IP phone system.

The best solution was therefore to implement the IP telephony system of the Montreal company VoxSun, in combination with an X-Lite call app and to connect it to other custom modules in order to get the missing functionalities.

The essential needs of the company in terms of IP telephony:

7. Project management tool

To ensure proper management of each ongoing project by department, by employee and by task, multiple apps are available.

In this case, the choice has been Asana. Although more complex and slightly less intuitive at first than its rivals Monday or Trello (to name only these two), Asana allows almost limitless functionalities for a medium to large business.

The integration is relatively simple, but it is easy to get lost or to miss out on some absolutely powerful features. Among other things, the automation of tasks in synchronization with other softwares (including our CRM module) can drastically save costly human intervention time and prevent human errors.

8. Routes optimization app integration (Workwave)

As with IP telephony, the logistics optimization portion is a module that would have been too expensive and time consuming to develop from scratch. We chose to go with the integration of the Workwave Route Manager solution, connected through APIs with the custom billing module.


The gains and savings from the hybrid digital transformation are astronomical and practically incalculable because the digital ecosystem built around the needs of the business has really enabled a 360 degrees optimization.

Here are some revealing figures anyway: