PangoCDP customer story
Unilever OrderUNow: turn outlet information into more relevant communication.
Unilever used information from OrderUNow and PangoCDP to group outlets and tailor communication, connecting the ordering relationship with ongoing care for the businesses selling its products.
About the client
Retailer communication within a global consumer goods business
Unilever’s brands are available in 190 countries, and the group reported €50.5 billion in 2025 turnover from continuing operations. In Vietnam, its ordering and distribution network connects a broad portfolio of household and personal-care brands with local retailers.
This story concerns the use of OrderUNow outlet information with PangoCDP and Zalo communication. It is a distinct programme from Twin’s Pureit field-service work.
Client context: Unilever · company profile and 2025 turnover. Company figures describe the client’s business; the project scope is set out below.
The customer need
Understand the outlet behind the next order.
A distribution network brings together businesses with different purchasing patterns and communication needs. The challenge is to keep the relationship useful as those needs change, with information that supports more than the next sales visit.
OrderUNow provided Unilever with an application for outlet ordering and interaction. The PangoCDP account describes using the information around that relationship to develop customer groups and more relevant communication.
The customer data programme
Connect the ordering touchpoint with the customer audience.
Information from OrderUNow and PangoCDP helped segment the outlet network into groups with different characteristics. Communication could then reflect those groups, supported by interaction through the app and Zalo, the messaging platform used in the Vietnamese programme.
The value sits in the connection: the outlet’s activity can inform the next message, rather than leaving ordering and customer communication as separate tasks.
- Outlet information
- Use records from the ordering and interaction relationship as customer context.
- Customer groups
- Segment outlets according to the information available about them.
- Relevant messages
- Arrange communication scenarios suited to the different outlet groups.
How the outlet information becomes useful
Summary of the programme journey described in the source material.
- InteractAn outlet uses the ordering and communication channels.
- ConnectThe programme brings outlet information together.
- GroupPangoCDP identifies relevant outlet audiences.
- CommunicateMessages reflect the needs of each group.
Project value
Outlet information became useful for ongoing communication
Information updated through OrderUNow and PangoCDP helped organise the outlet network into groups with different characteristics. Teams could then use those groups for more relevant communication scenarios instead of treating every retailer as the same audience.
The programme connected an existing ordering touchpoint with continuing outlet care. Unilever’s own published account shows OrderUNow in use; the PangoCDP case describes the data and communication layer around it.
Project evidence
OrderUNow in Unilever’s own public project account
Unilever’s 2022 technology publication shows OrderUNow as a real retail ordering channel, including an image of the application in use. The PangoCDP case explains how outlet information from that environment supported customer grouping and more relevant communication.
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