Improving retail distribution sales productivity with data and analytics
Company Size
1,000+
Region
- Europe
Country
- United Kingdom
Product
- Domo
Tech Stack
- SalesForce
- CRM tools
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Revenue Growth
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Supply Chain Visibility
Services
- Data Science Services
About The Customer
Edrington-Beam Suntory is a prestigious spirits producer that manages the sales, marketing, and distribution in the UK for many of the world’s most iconic brands including Jim Beam, The Macallan, The Famous Grouse, and Courvoisier. The company sought to innovate its internal operations to grow its sales within the on-trade channel across the UK. They aimed to promote transparency of operations and metrics across its business by implementing a system that allowed company sales data and pipeline information to be available to all staff, from managing directors through to the front-line sales teams. This was part of their effort to implement digital transformation across the business, with the aim of increasing productivity and efficiency across all sales teams and providing a platform for the business to grow.
The Challenge
Edrington-Beam Suntory, a prestigious spirits producer, was struggling with data transparency and efficiency in its sales operations. The company's sales data and pipeline information were siloed, with data being managed through Excel documents and third-party systems like SalesForce and internal CRM tools. This led to sales reports taking up to three days to complete, and the data was often up to a month old. This outdated data caused issues in sales performance, with accounts being lost and sales teams working from late reports. The teams were even duplicating calls due to outdated data, leading to up to 200 more calls being made per year.
The Solution
Edrington-Beam Suntory introduced Domo with the aim of consolidating its data and providing transparency of KPIs, budgets, profit and losses, online sales, and competitive information for all staff to see company-wide. Through Domo, the business built a dashboard where staff could monitor and track on target and lagging KPIs. They also wanted information to be split into outlet sales data, brand and market share data, granulated to the point of splitting out which brands are performing the best. This was achieved through a combination of daily uploads and real-time data from plugins such as Salesforce. The company also capitalized on the live function offered by Domo to understand where there was previously misalignment in their sales figures. This allowed EBS to maintain and grow business with existing outlets, tailoring their offering where needed.
Operational Impact
Quantitative Benefit
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