Case Study: Ligabue Group achieves successful B2C expansion with SAP Customer Experience solutions

Extending business beyond the B2B boundaries with CRM

Ligabue Group, a food service and catering company, wanted to rethink its strategy and expand from its traditional B2B business into the B2C market. To do that, it needed to open its corporate CRM to the outside and introduce new processes and solutions suitable for consumer-facing sales and marketing.

SAP implemented a solution stack including SAP Business Technology Platform (BTP), SAP (Callidus) CPQ, SAP CIAM, and SAP Emarsys. This enabled Ligabue Group to build a quote configurator, manage product and pricing configuration, secure customer authentication, and run integrated B2B/B2C marketing campaigns, helping it broaden its business boundaries, improve its service level and corporate image, and differentiate its catering offer from competitors.

Ligabue Group

Gianluigi Farinetti

Group Chief Digital Information Officer