STORES Magazine - December 2014 - (Page 46)

n IT Self-Promotion David's Cookies broadens product exposure through supplier network by LAURI GIESEN D avid's Cookies is one of the top online cookie companies selling directly to consumers. It has also acquired other pastry companies and brands and has begun to sell a small amount of product internationally. Customers can purchase more than cookies on the website - products include brownies, cookie dough, tarts, cheesecakes, pies, scones and cakes. But the company wanted more: Moving deeper into business-tobusiness was part of the evolution of David's Cookies, which was founded in 1979 by New York City chef David Liederman. Liederman saw the popularity of cookie boutiques on the West Coast and wanted to bring that concept to Manhattan. After opening the first shop in New York, the concept had expanded to 250 locations by the mid-1980s and moved online in the 1990s. The big growth in desserts, however, is in B2B, but David's Cookies did not have access to many large convenience and grocery store chains that could resell its cookies or the ability to reach the big hotel chains via catering services. Enter Ariba, an SAP network 46 STORES December 2014 company aimed at helping members cut costs and grow revenue through collaboration with trading partners. Ariba Discovery gave David's Cookies exposure to the big chains that could resell the company's products, as well as those that could incorporate the products into their catering businesses. "It allowed us to get exposure for all the brands we have," says Brent Maloy, vice president of national accounts for David's Cookies. "We could show that we're not just cookies. Through our various acquisitions, we've been able to provide individually wrapped cakes, biscotti and other dessert products." SIMPLIFYING PAPERWORK The first major step in pursuing big B2B accounts was signing with hotel and casino operator Caesars Entertainment. "That got us the recognition we needed and opened up the opportunities in catering to large hotel chains," Maloy says. More than finding domestic reselling and catering opportunities, the network has provided valuable global exposure. "We're now selling in 23 countries," he says. "This has allowed us to extend our reach into foreign markets and get [exposure] to businesses all over the world." Ariba also provided the online capability for David's Cookies to post and distribute the certification reports that food industry purchasing companies require, like health inspection and kosher certification documentation. "This allowed us to view quickly what various companies require from their suppliers and use the network to get that information to them quickly," Maloy says. Some companies require documentation that includes more than 1,000 questions on a form. Receiving the forms, answering the quesNRF.COM/STORES http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - December 2014

Forward Focused
Retail People
Editor's Page
President's Page
Retail Politics
NRF News
NRF Communities Update
End Cap
Business Operations
Inventory Management
Customer Relations
Store Operations

STORES Magazine - December 2014