Business Outcomes
Legacy systems replaced: Automated pricing replaced spreadsheets and manual processes.
eCommerce integration: Improved customer experience with CloudCraze on Salesforce.
Frictionless operations: Streamlined promotions and pricing across 20,000 SKUs.
Margin growth: Holistic pricing strategies boosted efficiency and profitability.
Land O’Lakes sells over 300 different kinds of dairy-based food items, operating facilities in all 50 states and in more than 60 countries worldwide. In an industry where margins are typically razor-thin, the company has been leaning into digital transformation to improve their operations and business model. Eventually, they began looking for science-based ways to improve their margins. Rather than narrowing their focus on an individual product line or within a specific location, Land O’Lakes wanted a holistic approach that would inspire across-the-board margin growth. To do this, they decided they needed to modernize their pricing practice. With about 20,000 SKUs and more than 6,000 dealers to do business with, this was no small challenge for the company.
Before partnering with Conga, Land O’Lakes was still using a combination of legacy systems and spreadsheets to manage their pricing processes and data. These old practices resulted in lagging operations, limited visibility, and too many different pricing variables. In short, they needed to modernize their pricing methodologies if they wanted to operate with more efficiency and fewer nightmares.
Additionally, the company wanted a partner that could help them implement eCommerce products and portals. They needed to create a frictionless digital customer experience that would let them promote and secure agreements with dealers and enable dynamic pricing across multiple channels. They hoped that having more eCommerce options would help them better serve an increasingly digital-first customer base.
Lastly, Land O’Lakes wanted to enable a pattern of constant pricing improvement. They wanted access to real-time analytics, elasticity measurement, banding, and other kinds of insights that would let them continually adapt better pricing strategies. They also needed a solution that would work across different platforms so they could tie their buying and selling cycles together for a more complete, holistic process.
Land O’Lakes came to Conga looking for a partner to help modernize their pricing and motivate margin growth across all locations and product lines. Conga experts worked with the company’s sales teams to implement dynamic pricing throughout their sales cycle. Working across platforms, Conga deployed pricing automations to replace legacy operations and spreadsheets.
A new perspective on what’s possible
The dairy co-op has always embraced new technologies to provide high-quality products and service to their customers. Implementing Conga dynamic pricing tools helped Land O’Lakes rethink what’s possible when it comes to eCommerce and digital transformation—and the partnership has yielded some business-changing results.
Conga dynamic pricing helped the company quickly derive insights and analytics without manually handling spreadsheets. They were also able to automate different decision-making processes, such as managing promotions. When a salesperson is faced with trying to decide which one of their 120 promotions to offer a specific dealer, Conga dynamic pricing helps them put the best one forward.
Working together: Conga + CloudCraze on Salesforce
Sambit Dutta, Senior Director of IT Development & Enterprise Architecture, understands the importance of a frictionless online transaction. By partnering with Conga, he wanted to build a more convenient online platform that was easy for customers to navigate and interact with. Now, Land O’Lakes has a modern eCommerce presence that makes it easier for customers to do business. By integrating Conga with their eCommerce platform, CloudCraze, they are working to deliver content and serve the right kinds of promotions based on segmentation.
Of all the different competing vendors out there, Conga came very highly recommended. They have been a very willing partner, and the kind of people they bring in are top-notch.
Senior Director
IT Development & Enterprise Architecture
About the client:
Dairy product manufacturing
Products used:
Price Optimization and Management
Land O’Lakes sells over 300 different kinds of dairy-based food items, operating facilities in all 50 states and in more than 60 countries worldwide. Cooperative members supply 12 billion pounds of milk to these facilities every year to create butters and spreads, cheese, eggs, milk, and other consumer foods and ingredients. Land O’Lakes also produces animal feed and supplies its members with agricultural products and assistance.
Frequently Asked Questions
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What challenges did Land O’Lakes face before Conga?
The company struggled with outdated pricing systems, limited visibility, and manual processes that hindered efficiency and margin growth.
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How did Conga help Land O’Lakes modernize pricing?
Conga implemented dynamic pricing tools, automated processes, and integrated eCommerce solutions to streamline operations and improve margins.
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What results did Land O’Lakes achieve with Conga?
The company boosted margins, improved pricing efficiency, and enhanced customer experience with real-time insights and automated decision-making.
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How does dynamic pricing benefit Land O’Lakes?
Dynamic pricing enables real-time analytics, elasticity measurement, and better promotion management, helping the company adapt to market demands.
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What role does eCommerce play in the transformation?
By integrating Conga with CloudCraze on Salesforce, Land O’Lakes created a seamless online platform for tailored promotions and dynamic pricing.
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Why is automation important for pricing?
Automation eliminates manual errors, accelerates decision-making, and ensures consistent pricing across multiple channels and SKUs.
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How does Conga support margin growth?
Conga provides tools for real-time analytics, segmentation, and pricing optimization, enabling Land O’Lakes to maximize profitability across all product lines.
