Creating a secure adviser and buyer portal for Downland
- Web Design and Development
- Content Management Systems
Creating a secure adviser and buyer portal for Downland
- Built a multi-tier digital platform with tailored access for advisers, buyers and principals
- Created a central hub for products, pricing, resources, news and business-critical information
- Reduced administration and improved communication by replacing fragmented channels with a single source of truth
The Ambition
Downland is one of the UK's leading agricultural buying groups, supporting farmers through a network of advisers who provide expert guidance on livestock nutrition, animal health and farm supplies.
The organisation wanted to move away from an outdated, administration-heavy website and create a more modern digital platform that better reflected its relationship-driven approach to supporting farmers.
Rather than developing a traditional eCommerce website, Downland needed a solution that reinforced the value of expert advice. The new platform had to help farmers connect with local advisers, provide advisers with access to the latest information and resources, and ensure important communications were distributed consistently across the network.
The result needed to balance public-facing information with secure access to commercially sensitive content, while creating a more efficient way for Downland to manage products, pricing, marketing materials and communications as the organisation continued to grow.
What we did
Creating a platform tailored to different user needs
One of the most distinctive elements of the project was the creation of a multi-level login system designed around Downland's different audiences.
Enigma developed a bespoke portal that provides different levels of access depending on the user's role. Principals, buyers and sales and marketing users each see the information that is most relevant to them, while sensitive content remains securely protected.
This ensures users can quickly access the resources they need without being overwhelmed by unnecessary information, creating a more streamlined and personalised experience across the platform.
Connecting farmers with local expertise
Downland's business is built around trusted adviser relationships, making it essential that farmers could easily identify and connect with the right local contact.
Enigma developed an interactive adviser map that allows users to find their nearest adviser and access contact information quickly and easily.
The functionality supports Downland's adviser-led model, helping farmers access expert guidance while strengthening the connections between local advisers and the farming communities they serve.
Creating a single source of truth
Previously, important information was often shared through a mixture of channels, making it difficult to ensure advisers always had access to the latest updates.
The new platform centralises products, pricing information, supplier resources, marketing materials, technical guidance and company communications into a single digital hub.
This provides advisers with access to accurate, up-to-date information whenever they need it, reducing reliance on outdated documents and helping ensure consistent communication across the network.
Improving communication across the network
Effective communication is critical for a dispersed national adviser network.
Enigma developed functionality that allows Downland to publish news, updates and promotional offers directly through the platform, with automated email notifications sent to relevant users when new offers and rebates are released.
This enables important information to reach advisers and buyers more quickly while significantly reducing the administration involved in managing communications through multiple channels.
Supporting growth through scalable content management
As Downland continues to expand, the organisation needed a platform capable of growing alongside it.
The website was built with our flexible CORE content management system that enables the team to manage products, suppliers, resources, news and educational content efficiently. New content areas have since been introduced to support additional knowledge sharing and adviser development.
By creating a scalable digital foundation, the platform gives Downland the flexibility to continue evolving its online services as its network grows.
Refreshing the digital brand experience
Alongside the platform redevelopment, Enigma worked with Downland to modernise the overall digital experience.
The new website places greater emphasis on high-quality photography, clearer navigation and a more contemporary visual identity that better reflects the expertise, professionalism and trusted relationships at the heart of the business.
The result is a digital presence that feels more aligned with the Downland brand while providing a significantly improved experience for users.
The Results
The new platform provides Downland with a more effective way to support its adviser network, communicate with farmers and manage business-critical information.
By combining public-facing content with secure, role-based access, the platform delivers the right information to the right people at the right time. Advisers have access to accurate, up-to-date resources, communications are easier to manage and farmers can connect more easily with trusted local expertise.
Most importantly, the solution supports Downland's adviser-led approach, helping the organisation continue to grow while maintaining the relationships that sit at the heart of its business.
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