How Colgate Philippines is Building its eB2B Distribution Channel with BeatRoute

At a Glance

The Challenge

With a large and widely distributed retail network, Colgate Philippines set out to build an eB2B distribution channel that could combine the power of automation with human-like, contextual communication—customized to suit the local market.

To achieve this transformation, the company needed to overcome several key limitations.
Key Issues: 

• The existing physical coverage was inadequate to drive the next phase of growth.
  
• Lack of digitisation to create active, scalable engagement with retail outlets.
  
• Inability to drive incremental penetration and more meaningful dialogue with its retail network through digital channels.
  

The Solution

Colgate partnered with BeatRoute to operationalize their eB2B vision using a zero-code digital platform, enabling rapid deployment with minimal tech intervention.

What Changed: 

• Facebook Messenger and Viber Bots deployed directly to retail outlets for seamless ordering and engagement.
  
• Using  goal-driven AI to align retail communications with key business objectives (e.g., trade scheme activation, new product launches).
  
• Close collaboration with BeatRoute’s Customer Success team to ensure adoption and ongoing optimization.
  

The Outcome

The partnership has led to measurable gains in both digital engagement and distribution performance:

• Faster rollout of digital ordering interfaces (Messenger + Viber) with zero-code setup.
  
• Improved interactions with retail outlets through two-way digital dialogue.
  
• Pinpoint execution of trade schemes aligned with specific business goals.
  
• Reduced lead time for business initiatives, enabling faster ground-level execution.
  
• Strengthened strategic alignment through ongoing collaboration with BeatRoute’s support team.
  

Customer Testimonial

“We have always been committed to staying aligned with our consumers’ needs, and distribution plays a critical role in ensuring product availability. We were very keen to augment our existing physical retail coverage with a digital medium to drive incremental penetration and more active dialogue. BeatRoute helped us do exactly that by enabling communication through FB Messenger and Viber bots, and rolling out a DMS panel to our distributors in no time.”

Ton Arzadon
Retail Environment Head, Colgate-Palmolive Philippines

“BeatRoute, being a zero-code platform, helped us roll out quickly. What’s more important is the way we’ve collaborated with their Customer Success team to drive adoption and ensure the solution evolves with our goals. Our retail outlet interactions have vastly improved, and we’re now able to drive pinpointed outcomes from trade schemes aligned to specific business objectives. BeatRoute has helped us execute faster, with much less lead time. This partnership is truly strategic for us.”

Butch Conception
Go-to-Market Transformation Manager, Colgate-Palmolive Philippines