Summary
Goal
Develop an accessible online platform to streamline supplier onboarding, helping local food producers efficiently reach Tops supermarkets.
Areas covered
User experience design, backend system integration, regulatory compliance (PDPA/GDPR), agile project management, scalable technology infrastructure.
Outcomes
Over 2,100 local SMEs registered within months, with approximately 12,700 unique products submitted; dedicated Tongtin sections launched in Tops stores nationwide.
Insight Gained
Clear, intuitive digital platforms significantly enhance SME engagement; proactive and flexible project management effectively handles evolving client needs; detailed user-experience planning and data validation are critical for complex onboarding systems.
Context & Challenge
Tops, part of Central Group, is one of Thailand's leading supermarket chains, operating multiple brands and stores nationwide. In a competitive retail landscape, Tops wanted to distinguish themselves by offering unique products sourced directly from small-to-medium-sized local food producers. Historically, these suppliers faced significant barriers, including complex onboarding processes, delayed payment cycles, and limited opportunities to gain visibility on supermarket shelves. Tops required an accessible, user-friendly platform that would streamline the entire process and make it easier for local suppliers to directly reach their stores.
Objective
The primary goal was to develop an intuitive, efficient online platform tailored for local food producers. Tops needed a solution that would:
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Simplify supplier registration with an intuitive and guided application process.
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Clearly structure and organise detailed supplier information for easy management by Tops' internal teams.
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Maintain robust security and compliance with Thailand’s data protection laws (PDPA/GDPR).
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Provide a scalable solution that could evolve over time as the project matured.
Approach
Discovery
We began with targeted workshops involving key stakeholders from Tops. These sessions were designed to thoroughly map the supplier onboarding journey, clarify internal approval workflows, and identify essential data requirements. This foundational work ensured that the subsequent phases were aligned precisely with Tops' operational and strategic needs.
Design & Build
The solution involved building a clear, step-by-step online application form. Recognising the diversity in supplier capabilities, the form adapted dynamically based on user inputs, making it straightforward even for those with limited digital proficiency. Suppliers could securely upload essential documentation, including product certifications and detailed product specifications.
Key functionalities delivered included:
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A backend administrative dashboard enabling Tops’ team to effectively review, track, and manage supplier applications.
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Secure document handling capabilities to streamline certification uploads and data storage.
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Comprehensive compliance mechanisms aligned with PDPA/GDPR standards, ensuring secure and private management of supplier data.
Technology
To align seamlessly with Tops' existing technology infrastructure, the platform was developed using a JavaScript-based tech stack. It featured:
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Simple yet secure user authentication methods.
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Advanced and precise data validation ensuring accuracy and consistency of submitted information.
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Integration-ready architecture designed for scalability and future enhancements.
Results
The Tops Tongtin platform successfully went live just two months after the project started, smoothly handling both anticipated user volume and the complexities of supplier onboarding. Engagement from local SMEs rapidly exceeded initial targets, highlighting the effectiveness of the solution.
Within months, over 2,100 local suppliers had registered on the platform, collectively submitting around 12,700 unique products for consideration.
The impact was swift and tangible. Dedicated Tongtin product sections were quickly rolled out across Tops supermarkets nationwide, visibly affirming Tops' commitment to supporting local businesses and significantly enhancing these suppliers' market visibility and access.
Challenges & Lessons
Frequent adjustments in project scope posed an ongoing challenge, requiring consistent flexibility and transparent communication. Additionally, the complexity involved in validating detailed supplier data underscored the necessity for meticulous user-experience planning from the project's earliest stages. Emphasising thorough preparation and clear alignment of expectations proved critical to managing these complexities effectively.
Why ddx
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Tops selected ddx for our proven experience in delivering complex digital solutions effectively and calmly.
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Our pragmatic, business-focused approach and deep understanding of retail operations enabled us to deliver targeted, meaningful solutions without unnecessary complexity.
Central Food Retail
Working with ddx helped us quickly deliver a platform that genuinely supports our local suppliers. Their clear advice, straightforward approach, and reliable execution were exactly what we needed. They understood our business and our goals, quietly delivering precisely the results we envisioned.
To learn more about Tops Tongtin: https://www.centralretail.com/en/sustainability/our-stories/794/tops-tongtin-project