Reaching Every Corner: Scaling Sales with Precision and Personalization
Building on their initial sales successes, David, Biebod Distillery’s Sales & Marketing Manager, was now focused on optimizing every aspect of their global reach. Anya, the CEO, emphasized the importance of not just selling, but truly connecting with customers, both trade and consumer globally.
With a growing list of on-trade and off-trade accounts, manually planning sales routes was inefficient and time-consuming. Exporting products to over 20 markets now meant navigating a labyrinth of regulatory information for various freight forwarders, a process that could easily lead to delays and errors. Perhaps the most exciting, yet challenging, frontier was providing consumers with a deeper connection to the brand – a way for them to truly understand the story behind each bottle they held.
David’s team made the most of that early CRM work. We could manage our lists with appropriate configurable tags, easily segmenting customers into categories like “on-trade” and “off-trade.” Crucially, we could then ping these lists open in Google Maps directly from Odoo, charting efficient routes through all those Tier 1 on-trade accounts in just a day, saving hours of planning time each week and increasing face-to-face selling opportunities.
Exports, a key growth area, were also streamlined. With all product details connected to the sales order under one system, it could not be easier to grab all the regulatory information required for the variety of freight forwarder requirements. This meant export documentation time was cut by 50% or more, reducing delays and ensuring compliance. The system also managed label formats for different export markets and for single casks required by those “A” Tier customers for their market exclusive release, ensuring every bottle met specific market demands.
And then there was the Customer Portal – a game-changer for consumer engagement. This innovative feature allowed consumers to hold a bottle in their hand and enter a code / scan a QR code / scan an RFID tag to access the full history of that specific bottle. Everything from the casks used, re-rackings, and the distillers who created it, down to the production cut points and even the farm the barley was from (if desired!), was dynamically accessible and at scale. This unparalleled transparency built deep trust and connection, transforming a simple purchase into an immersive brand experience, with upsell opportunities along the way.
Customisable Consumer Portal allowing access to behind the scenes release information and upsell / E-Commerce and engagement opportunity (could be put behind an enter email address here link etc.) ::
Early Wins that Compound :: The compounding effect of our integrated CRM (from Part 1 and 5) was evident here. The meticulous data capture from production and maturation (Parts 1 & 2) fed the rich provenance data for the Customer Portal. The streamlined product information (Part 5) made export documentation a breeze. This holistic approach meant that every early win in data management and system integration now translated into a more efficient, transparent, and customer-centric sales operation, driving higher customer satisfaction and repeat business.
The sales team are thriving, orders are trickling in from across the globe, and our customers feel more engaged. Now the real logistical ballet begins: getting every single bottle, every pallet, exactly where it needs to be, on time and intact. How does Biebod Distillery master the art of shipment and fulfillment? That’s the focus of our next chapter…
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