In B2B e-commerce, selling to businesses requires both efficiency and personalization. One of the leading SaaS platforms in the consumer packaged goods (CPG) sector set out to increase sales and improve the experience for its customers, retailers, by recommending products in a smarter and more strategic way. Programmers used AI to build a tailored solution to address this challenge. 

Our client connects manufacturers, distributors, and small retailers across more than 15 countries through a digital platform that integrates the entire sales journey, including orders, deliveries, invoices, rewards, and business insights. All of this is delivered through a mobile-first solution designed to simplify the daily operations of both sellers and buyers. 

The challenge 

The goal was to build a recommendation system that could: 

• Use historical purchase data to suggest truly relevant products for each retailer  

• Promote strategic products defined by manufacturers, such as new launches or priority items  

• Integrate seamlessly into the app already used by sales representatives  

• Continuously improve by learning from results and refining recommendations over time  

The AI solution 

Programmers partnered with the client to develop an AI-powered recommendation system focused on real business outcomes. 

1. Intelligent product recommendations
   The system analyzes large volumes of sales data, understands each customer’s purchasing patterns, and segments behavior by region. This enables product suggestions tailored to each retailer.
    
2. Personalized prioritization
   Using machine learning, the system considers individual preferences, such as favorite brands, packaging types, and SKUs, while also highlighting strategic products defined by manufacturers.
    
3. App integration
   Recommendations are delivered directly within the app already used by sales representatives, making the process simple and accessible.
    
4. Continuous optimization
   The system learns from usage by incorporating feedback, analyzing results, and refining recommendations over time.

Results 

• 12% increase in sales of prioritized products in the initial phase  

• More efficient sales representatives using data-driven recommendations  

• Continuous system evolution, reinforcing the client’s focus on innovation and efficiency  

• Improved retailer experience on the platform  

How to apply this in your business 

Using AI to analyze sales data, understand customer profiles, and deliver personalized recommendations can significantly improve business outcomes. 

If your goal is to increase sales and optimize operations, Programmers can help you design a solution tailored to your needs.