Food industry

Arrow Company Food Distribution

Arrow Company Food Distribution

📝 REX Customer Datasheet – Arrow Company

1. Background and challenges

Arrow Company, a major player in the distribution of consumer goods in the Middle East, was at a strategic turning point:

An aging brand image, with little competitive differentiation.
A digital presence limited to a basic showcase site, with no advanced e-commerce functionalities.
Rapidly changing customer expectations, with growing demand for simple, fast and integrated B2B digital experiences.

The objective was twofold: to redefine the brand’s identity, and to accelerate its digital transformation to turn it into a growth driver.

2. Palmer Consulting’s mission

a) Redefining brand positioning

Strategic analysis of Arrow’s values, strengths and aspirations.
Building a modernized brand territory, in line with its ambitions as a digital leader.
Creation of a new, clear and differentiating brand platform.

b) Creation of a new visual identity & logo

Development of a new logo reflecting modernity, dynamism and regional roots.
Development of a complete graphic charter (typography, color codes, iconography).
Multi-media deployment (print, digital, social networks).

c) Deployment of a new website – arrowcompany.com

From a simple showcase site to a strategic digital platform.
Integration of fundamentals: UX design, navigation architecture, product templates

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Setting up e-commerce-ready functionalities: product pages, visual catalogs, reusable templates

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Consistency between branding, design and customer experience.

3. Digital Project: E-Commerce connected to SAP

In addition to the image, Palmer helped Arrow design and frame its future B2B e-commerce channel:

Functional foundations: definition of priority user paths and e-commerce use cases
Technical architecture: integration with SAP to synchronize prices, inventory and orders in real time
Customer experience: secure accounts, order history, advanced filters, intelligent search, multilingual support (Arabic/English)
Roadmap: from showcase phase to complete digital engine for Arrow’s future sales force

4. Results

New visual identity: successful adoption of the new logo and graphic charter.
Modernized website: a corporate showcase transformed into a veritable digital hub for customers.
Accelerating digital maturity: Arrow has moved from a showcase site to a solid e-commerce base
Strategic alignment: internal teams now have a clear framework for digital deployment and customer onboarding.

5. Lessons learned & keys to success

360° vision: combining branding, visual identity and digital transformation ensures a consistent customer experience.
Co-construction with Arrow: strong involvement of in-house teams and joint workshops.
Pragmatic approach: rapidly deliver “quick wins” (new logo, improved showcase site) while preparing for the e-commerce ramp-up.

✅ Arrow Company now benefits from a new brand image and a modern digital platform, ready to evolve towards fully integrated B2B e-commerce.

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