PAL | Industrial & Kitchenware

Building a unified multi-channel ecommerce ecosystem for B2B and B2C growth

PAL, a leading Greek manufacturer in cookware and industrial packaging solutions, partnered with Backbone to digitally transform its commercial operations across B2C, B2B, and sales agent channels.

Services

UX & UI Design Digital Transformation Visual Brand & Applications

Solutions

Website Branding

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The Challenge

PAL’s operational model combines retail transactions, wholesale distribution, and agent-driven sales. Each of these channels requires different pricing rules, inventory visibility, and order logic. The objective was to unify operations under one digital framework while preserving the distinct needs of each audience segment.

Key challenges

Managing B2C and B2B commerce within the same ecosystem without overlap or confusion
Enforcing complex packaging quantities, pallet constraints, and bulk rules
Synchronizing product data, pricing, stock levels, and orders with SAP Business One
Creating a dedicated portal for sales agents with access to assigned clients and order history
Delivering performance and scalability across multiple domains

The Process

User journeys were defined separately for B2C customers, B2B clients, and sales agents. This ensured each audience would interact with a tailored interface while operating within a shared technical architecture.

We designed and deployed a multi-domain ecosystem powered by Expresia DXP:

cookware.pal.gr for transactional B2C and B2B commerce
packaging.pal.gr for B2B catalog access and RFQ flows
portal.pal.gr for sales agent operations

Although distinct in experience, all three platforms are managed from a centralized backend, ensuring governance and operational consistency.

Digital Platform

The entire ecosystem was built on Expresia, Backbone’s API-first Digital Experience Platform.

A modular CMS controlling all three domains from a single environment
Role-based permissions for internal teams, agents, and customers
A full ERP integration layer connecting directly to SAP Business One
Custom business logic for enforcing pricing rules, packaging quantities, and shipping eligibility

Through scheduled synchronization processes and API-based communication, product data, pricing, inventory availability, and order status remain aligned with SAP in near real time.

The Outcome

The launch of the new Modulus website marked a significant step in the company’s digital evolution.

A clear, conversion-focused user experience tailored to multiple audience segments
Automated lead capture and CRM workflows through Hubspot integration
Real-time, accurate pricing synchronized with internal systems
Improved SEO foundations and performance metrics
Full internal autonomy over content management and campaign execution

The platform positions Modulus as a premium, technology-forward telecom provider and provides the operational flexibility required to support future growth.

Backbone continues to support Modulus through ongoing optimization, system enhancements, and strategic digital evolution initiatives.

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