Digital Transformation Journey: How Allied Beverage Revamped their Customer Experience Amidst a Global Pandemic

At the beginning of the pandemic, with restaurants and entertainment venues shuttered, New Jersey liquor distributor Allied Beverage recognized an opportunity to revolutionize its customer experience, service, and e-commerce. In order to accomplish this transformation, the company enlisted the expertise of third-party consultant Shift7 Digital. As the pandemic exposed the industry’s digital deficiencies, Allied Beverage realized the need to update employee experience and introduce digital tools to enhance customer interactions and drive growth.

Recognizing Industry Lag

During the challenging pandemic period, Allied Beverage became increasingly aware of the lack of digital capabilities in the alcoholic beverages industry. With traditional brick-and-mortar establishments forced to shut down, industry players were confronted with the urgent need to adapt and embrace digital solutions to remain competitive. Hence, Allied Beverage embarked on a bold journey to stay ahead of the curve and deliver a cutting-edge customer experience.

Updating Employee Experience

Realizing the crucial role of employees in delivering an exceptional customer experience, Allied Beverage has identified the importance of upgrading their workforce’s digital skills and empowering them with powerful tools. By investing in employee training programs and introducing user-friendly digital platforms, the company aims to elevate the overall employee experience, further enhancing their ability to serve customers effectively.

The Digital Customer Experience Challenge

The liquor industry presents unique challenges when it comes to implementing a new digital customer experience. With strict regulations and complex legislation governing the purchase and consumption of alcoholic beverages, Allied Beverage has acknowledged the need to navigate these nuanced constraints while still offering a streamlined and frictionless digital experience to customers. However, the potential payoff for successfully implementing a state-of-the-art digital customer experience in the liquor industry is significant, with increased sales, customer satisfaction, and market share on the horizon.

Identifying Three Strategic Areas

After engaging in extensive consultation with internal stakeholders, Allied Beverage identified three strategic areas that would drive the desired transformation: customer experience, service, and e-commerce. By focusing on these key aspects, the company aimed to create a seamless and connected customer journey across various touchpoints, ensuring an enhanced and personalized experience from start to finish.

Prioritizing System Integration

The top priority for the transformation was to ensure that the various systems used to achieve the outlined goals integrated seamlessly. Recognizing the importance of efficient data sharing and cohesion across platforms, Allied Beverage collaborated with Shift7 Digital and other stakeholders to devise a comprehensive plan that would integrate different systems and technologies. This holistic approach would enable the organization to leverage the full potential of its digital tools and provide customers with a smooth, efficient, and consistent experience.

Implementing Salesforce Systems

In alignment with their transformation goals, Allied Beverage and its partners chose to implement three Salesforce systems. These systems, known for their robust capabilities and integration options, would enable the company to efficiently manage customer interactions, enhance e-commerce functionality, and deliver exceptional service. By leveraging Salesforce’s flexible and customizable features, Allied Beverage aimed to revolutionize the way customers engage with the brand, ultimately driving growth and customer loyalty.

Planned Launch of E-commerce and Service Capabilities

Looking ahead, Allied Beverage has set a target to fully launch many of the e-commerce and service capabilities in the first quarter of next year. This phased implementation approach provides the company with a meticulous timeline to ensure a seamless transition for both employees and customers. By strategically rolling out these new features and functionalities, Allied Beverage aims to create maximum impact and deliver unparalleled customer experiences.

Anticipating a Dramatic Transformation

With the implementation of cutting-edge digital tools, seamless system integration, and a focus on customer-centric experiences, Allied Beverage anticipates a dramatic transformation in how customers purchase their products within the next six months. From intuitive online ordering to personalized recommendations and streamlined customer support, the company is poised to leverage digital innovation to become an industry leader in customer satisfaction and e-commerce excellence.

Allied Beverage’s decision to transform its customer experience and e-commerce during the pandemic showcases its commitment to staying ahead of industry challenges and adapting to changing consumer preferences. By recognizing the need for digital transformation and collaborating with strategic partners like Shift7 Digital, the company is paving the way for a new era of customer engagement and growth in the alcoholic beverages industry. With the planned launch of advanced e-commerce and service capabilities on the horizon, Allied Beverage is well-positioned to deliver a seamless, personalized, and unparalleled buying experience to its valued customers.

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