Published by Sue Johns-Chapman
Published Date 08.07.2025 
In today’s fast-evolving digital landscape, success in B2B commerce depends not just on launching a great experience, but on the ability to continually evolve it. That’s exactly what Brakes, one of the UK’s major foodservice providers, achieved in partnership with KPS, a trusted digital consultancy specialising in customer experience and digital transformation.
Their ongoing journey recently culminated in winning the UK Digital Excellence Award 2025 for “Stand Out B2B eCommerce Website of the Year.”
The recognition wasn’t simply about a site redesign. It was about strategy, execution, and a commitment to continuous improvement. The judging panel praised the collaboration for its “exceptional strategy with clear, actionable steps to achieve set goals,” highlighting the delivery of a fully overhauled eCommerce platform in just six months.
Notable achievements included the introduction of guest checkout, dual checkout flows tailored to different customer profiles, and flexible delivery options. These enhancements weren’t just cosmetic; they fundamentally improved accessibility, usability, and customer satisfaction. The result? A significant rise in web traffic, better customer engagement, and measurable revenue growth.
The power of continuous improvement
What set this project apart wasn’t just speed or scope. It was the mindset: a continuous improvement approach designed to keep the platform evolving, even after launch.
At KPS, we believe that digital success doesn’t end at go-live. Our Continuous Improvement Service ensures that digital strategies remain dynamic, customer-focused, and aligned with changing market demands. For Brakes, this meant ongoing enhancements, data-driven experimentation, and a flexible digital roadmap that prioritised customer needs.
Our dedicated Continuous Improvement teams work alongside our clients’ Business and IT functions, embedding strategy, cross-functional delivery, and a test-and-learn mindset into day-to-day operations. This approach helps our clients move fast, adapt faster, and stay one step ahead. For B2B organisations operating at scale and complexity, this kind of built-in agility isn’t just valuable, it’s essential.
Don’t fall behind
For B2B brands, digital transformation can’t be treated as a one-time project. The competitive edge lies in continuously improving your digital experience to meet customer expectations and operational goals.
Want to learn how to apply continuous improvement in your own organisation?
Download our expert CX guide: How to Elevate CX and Accelerate Business Growth with Continuous Improvement
Inside, you’ll find:
- Why continuous improvement is essential for modern CX success
- How to build a future-proof, customer-centric roadmap
- The key pillars of effective CX evolution
- Real-world insights from brands like The White Company
Download the guide and take your digital strategy from static to scalable.
Ready to embrace continuous improvement?
KPS can help you go further, faster – just like we did with Brakes. Let’s talk about what’s next for your digital journey.
