Primeline Case Study
How Primeline made B2B ordering simple and compliant, with Dynamics AX at the core
Primeline Group is Ireland's largest independent logistics and route-to-market provider. With Cloudfy, its grocery, pharmacy and retail customers order online whenever they like, see only the products their contract allows, and every order syncs with Microsoft Dynamics AX.
The scale behind every order
- Retailers served
- 7,500
- Deliveries every week
- 25,000
- Cases delivered every week
- 1.6M
- Square feet of warehousing
- 1.5M
- Vehicles
- 400
- Employees
- 1,200+
An in-house portal that couldn't keep up
Primeline serves 7,500 retailers across FMCG, retail, pharmacy, media, automotive and technology. Its growing list of exclusive distribution deals includes branded tobacco and e-cigarettes, sold to grocery, supermarket and pharmacy customers.
Orders ran through an outdated in-house retailer portal. It was hard to maintain, couldn't scale, and gave little flexibility for restricted products. With new sectors and brands on the way, Primeline needed:
- Simpler ordering for every type of customer
- Compliance built in for tobacco and pharmaceuticals
- Deep sync with Microsoft Dynamics AX, their ERP
- A fast launch, in step with their wider digital plans
One B2B webstore, built around their rules
Primeline chose Cloudfy to replace its old portal with a modern, easy-to-use B2B webstore. Self-service logins make ordering simple for customers, and syncing with Dynamics AX takes the manual work out of sales.
Why Primeline chose Cloudfy
Fast to launch
Rapid deployment and pre-built connectors moved Primeline from manual processes to digital ordering, fast.
Flexible on integration
We usually run the ERP integration. Primeline's IT team wanted to lead, and Cloudfy fit right in.
Ready for restricted products
Contract-based catalogs keep regulated items in the right hands.
The right products for every customer
Each customer sees a catalog based on their wholesale contract. They can only view and buy what they're authorized to order. That matters most for tobacco and pharmaceuticals.
Every customer orders their way
Online customers use favorites lists, reusable order templates and fast reordering. Offline customers log in, download stock sheets, print them and send their orders in.
Contracts on hand, any time
Customers view their contracts and account documents whenever they need them, without waiting on customer service.
Works like part of their ERP
Customer records, products, pricing, stock levels and order status sync in near real time. Customers check stock, place orders and pay invoices whenever it suits them.
Easier ordering. Built-in compliance. Less admin.
"Complex, regulated ranges are where Cloudfy shines. Every account has its own rules, so restricted products only reach customers cleared to buy them."
Good news, IT: you can stay in the driver's seat
We usually manage ERP integrations for you. Primeline's experienced IT team chose to lead, to keep strict data governance and access controls. They built a custom API to share customer records, product data and orders with Cloudfy, and kept full control of sensitive business logic. Your call, either way. We've got you.
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Read the storyPrimeline and Cloudfy at a glance
Which ERP does Primeline connect to Cloudfy?
Microsoft Dynamics AX, now called Dynamics 365 Finance and Operations (F&O). Customer records, product data, pricing, stock levels and order status sync with Cloudfy in near real time.
How does Cloudfy handle restricted products like tobacco and pharmaceuticals?
Each Primeline customer gets a catalog based on their wholesale contract. They can only view and buy the products they're authorized to order, so regulated items only reach the right customers.
Can Primeline's customers still order offline?
Yes. Offline customers log in, download stock sheets, print them and send their orders in. Online customers use favorites lists, reusable order templates and fast reordering.
Who built the ERP integration?
Primeline's in-house IT team built a custom API to keep strict control of data governance and access. Cloudfy usually manages ERP integrations for its customers, and supports either approach.
Selling restricted or contract-only products?
Show us how you trade today. We'll show you how Cloudfy gives every customer the right catalog, syncs with your ERP and keeps your compliance boxes ticked. Complex B2B welcome.