Colgate’s initiative is interesting since it offers a unique marketplace tailored to dentists. It was first developed, designed, and launched by Colgate-ecommerce Palmolive’s Brazil Team before being expanded to other nations. The marketplace layer interfaces the distributor’s products to the website and is the critical component of its ecommerce architecture. Colgate Pro was able to scale its operation without incurring additional logistical and fulfillment costs by integrating the distributor’s ecommerce catalog and inventory, as the distributor is also gaining from this new online sales channel.
To increase sales outside the market, Colgate engaged in two strategic solutions: a loyalty program and a cashback promotional module.