Picnic Case


The supermarket on wheels offering people convenience in their busy lives.

How to scale up service internationally?

The supermarket on wheels offering people convenience in their busy lives.

Founded in 2015, Picnic was The Netherlands’ first supermarket offering free delivery of groceries. Fast forward to 2023 and you’ll see that the company has grown to 1000 vehicles delivering in 120 cities across the country. Picnic offers competitive pricing by an optimised supply chain to the end consumer and negating food waste. The company uses Salesforce to help them realise this impressive growth and offer personalised customer service on a large scale.

The situation

Initially, Picnic & VANEIGENS came into contact because of Picnic’s need for a Computer Technology Integration (CTI) solution to scale their customer service department. However, after a successful proof of concept where Whatsapp and CTI were successfully integrated in the existing API landscape,
Picnic decided that Salesforce Service Cloud was a great fit to prepare them for international expansion.

By an early creation of a multi-cloud architecture, the fast-growing supermarket chain aims to set up similar independent Salesforce instances per country of operation, so that it can be easily managed from their headquarters.

Our assignment was simple; how can we design a platform where customer satisfaction can be assured and staff can be easily steered to improve operations?


VANEIGENS worked on the initial proof of concept for three weeks before going live with the new integrated CTI solution.

At this moment in time (2019), Picnic was using Zendesk as its main customer service tool. However, due to the company’s rapid realised and projected growth, Picnic decided that a migration to Salesforce Service Cloud was the right direction to scale its customer service.

Together, VANEIGENS and Picnic then designed an interacting ecosystem, capturing all customer service touchpoints for all stakeholders. We also built a feedback loops so that daily operations could make adaptations based on customer feedback.

Optimise and Scale

The proof of concept for CTI implementation achieved its greatest success through a significant increase in efficiency. We were able to reduce the number of employee interactions required to complete common tasks from 27 to 8.

In addition, we built a scalable platform for customer interactions with the Service Cloud implementation. The platform is fully integrated with Picnic’s existing backend system and customer app, meaning customer service agents work from one interface. We established a mainly digital customer care center: 90% of enquiries are done via the App and social, and only 10% via phone, reducing the need for excessive numbers of staff.

Do you want to know
more about this case?

Get in touch with Jelle!