Beltay upgraded from catalog-only ordering to full sales execution with SimplyDepo

Company Overview

Beltay is a New York-based distributor of European specialty food brands, with a focus on ethnic market segments. The company supplies supermarkets across New York with a carefully curated portfolio of exclusive brands — including Santa, Roshen, and Apiterra — as well as globally recognized names such as Ferrero, Nestlé, and Mondelez.

As Beltay continued building its New York retail presence, leadership recognized that their existing tool — Repsy — was not giving their sales team the structure or capability they needed to grow accounts and operate efficiently as a field sales organization. It was time to move from a passive digital catalog to a professional distribution management platform.

Why Beltay chose SimplyDepo

Beltay chose SimplyDepo as its field sales and distribution management software to replace Repsy and manage mobile ordering, B2B customer ordering, product catalogs, and sales analytics across its New York food distribution business.

By moving from a catalog-only ordering tool to a connected sales execution platform, Beltay gave sales reps and customers one system to manage orders, account activity, and customer relationships.

The Challenge

For years, Beltay’s field sales team relied on Repsy — a tool designed primarily as a digital product catalog with basic online ordering functionality. While it allowed agents to browse the assortment and place orders, it offered little in the way of active sales execution, team visibility, or performance analytics.

The limitations became clear as the business looked to scale its New York supermarket footprint:

• Catalog-Only Ordering – Repsy functioned as a passive digital catalog, not a structured sales execution tool
• No Sales Execution Framework – Reps lacked a systematic workflow for account visits and order-taking in the field
• Limited Management Visibility – Leadership had no meaningful view into team performance, sales activity, or account health
• No Customer Self-Service – Clients had to wait for a rep to be available to place orders, creating friction and delays
• Growth Ceiling – Without a professional sales platform, scaling operations beyond the existing team was difficult

The Solution

After evaluating options, Beltay adopted SimplyDepo — a platform that stood out as distinctly more sales-oriented than the catalog tools the team had been using. Unlike Repsy, which functioned primarily as a retail execution tool, SimplyDepo was purpose-built for food distributors that need mobile ordering, customer management, B2B ordering, and sales analytics in one connected platform.

Today, Beltay uses SimplyDepo as its central sales execution platform, connecting field sales, mobile ordering, customer self-service, catalog management, and sales performance data across the organization.

“The previous program was more like an electronic catalog with online ordering. SimplyDepo is more professional — and more focused on distribution.”

— Sales Manager, Beltay

Mobile Ordering & Catalog Management

• Sales reps use SimplyDepo daily for mobile order-taking directly from customer sites
• Full product catalog accessible on mobile, making in-store visits more efficient and comprehensive
• Centralized catalog management replaces disconnected product lists and spreadsheets

B2B Online Store & Customer Self-Service

• Customers can order independently through SimplyDepo Store when a salesperson is unavailable
• Online store gives clients direct access to browse the full catalog and place orders at any time
• Improved responsiveness means fewer missed opportunities and stronger customer relationships

Sales Analytics & Team Visibility

• Management gains visibility into team performance and individual sales activity
• Year-over-year comparisons show measurable growth in average order value attributed to the platform
• Per-rep analytics help identify opportunities and support team accountability

Sales Rep Adoption & Onboarding

• The platform was straightforward to learn — onboarding was completed quickly with no complex setup required
• Initial resistance from reps accustomed to Repsy was resolved over a short transition period
• After an initial stabilization phase, the platform has become a reliable daily tool for the entire team

Summary Metrics

Here’s how Beltay’s sales operations improved after adopting SimplyDepo:

“Comparing numbers from last year to this year, I can see an increase in average order value. I think SimplyDepo played a role in that.”

— Sales Manager, Beltay

Why It Works

SimplyDepo works for Beltay because it was built for distributors who need more than a digital catalog — they need a sales execution platform. The shift from Repsy’s passive ordering interface to SimplyDepo’s active, field-first workflow helped the Beltay team operate more efficiently, serve customers more responsively, and drive measurable growth in order values.

By connecting mobile ordering, catalog management, B2B customer self-service, and sales analytics in one distribution management software platform, SimplyDepo gave Beltay the professional-grade toolset their sales team needed to compete and grow in New York’s competitive ethnic food distribution market.

More Than Software: Responsive Support

The Beltay team noted that despite an initial learning curve and some early platform stability issues, SimplyDepo matured into a reliable daily tool. The professionalism and responsiveness of the SimplyDepo team stood out as a key part of the overall experience.

“It’s been a pleasure working with such professionals.”

— Sales Manager, Beltay

What’s Next

With SimplyDepo supporting daily sales operations, Beltay is well-positioned to deepen relationships with existing New York supermarket accounts and expand into new retail channels across the city’s diverse ethnic grocery market. The B2B online store capability in particular opens up new avenues for scaling customer ordering without increasing headcount.

As the team continues building confidence in the platform’s analytics and reporting tools, Beltay sees ongoing opportunities to use data-driven insights to optimize their product portfolio and focus sales efforts where they matter most.

What Beltay Says

Sales Manager, Beltay

“We became more responsive and more informative for our clients. When a salesperson can’t take an order, the customer has the option to place it themselves through the SimplyDepo Store — and that’s a big advantage.”

— Sales Manager, Beltay

See how other distributors use SimplyDepo: Read the Winneram International case study