Case Study: Pelican Rouge achieves 24/7 online ordering and ERP-integrated pricing with Sana Commerce

How Pelican Rouge lets clients place orders around the clock

Pelican Rouge is a European leader in coffee solutions, serving 7 million people daily and running on Microsoft Dynamics AX. Facing a declining market and intense competition, the company needed an online sales channel to replace time-consuming phone orders (40,000 customer calls monthly) and capture orders placed outside office hours, while preserving complex, custom pricing agreements stored in AX.

Pelican Rouge chose Sana Commerce with Dynamics AX as the single starting system, enabling real-time integration of product data, pricing and customer information into a 24/7 web store. The result: customers—including many of the largest accounts—now place orders online without sales-team intervention, increasing operational efficiency and average order value, with plans to expand adoption and introduce predictive ordering to further improve service.

Pelican Rouge

Mike Vermeer

Commercial Analyst