About
The largest wine and spirits distributor in the United States with operations in 44 states. The company represents approximately 1,500 wine, spirits, beer, and beverage suppliers from around the world, and markets, promotes, merchandise, and distributes over 5,000 brands to over 250,000 different chain and independent retail and restaurants across the country.
Challenges & Goals
To provide a best-in-class service in a digital world, the company was looking to launch a B2B e-commerce website. The e-commerce website would play a significant role in improving loyalty, market coverage, and catering to the needs of 250,0000+ customer base. The opportunity posed a big operational challenge to source, curate, convert, store and make available for use over 1 million pieces of multi-dimensional descriptive content in less than 3 months . In addition to the upfront content sourcing, the distributor needed to make sure it was ready to fulfill its promise to customers for always having an up-to-date content in a single place.
Solution
The Effectus team took the challenge of not only sourcing and converting over 1 million pieces of content (text and images) but also create a system to use the content on an e-commerce portal and making it easy to access and keep the content updated.
- The Effectus team created the core content framework for each product type based on how the content was to be used by suppliers and retailers. The content for each product included various details such as description of raw material used, the regions they came from, the process used in creating the flavour and also associated images. Our team of content and technology experts sourced, curated and validated content for all branded items the distributor carried.
- As our team was sourcing, curating and transforming the content, the client’s team had insights into the content being built and progress through a real-time dashboard.
- All content was stored in a central repository with appropriate tags to be used on the external portal. Effectus Content Platform was used to automatically build pages and push content to the e-commerce portal.
- We built a Content Management Portal for the client’s team that made is easy to add new content, keep content updated in a single place. Automated processes pushed the updated or newly added content to the retailers and customer portal to make sure latest content was available to the customers.
- Now the platform acts as a centralized system for all the parties – supplier, retailer and client to interact, place orders, manage distribution and transact electronically.
Results
The massive content sourcing effort was completed in less than 3 months, which was estimated by other companies to take close to a year. The company now has a centralized content platform to easily transform and store curated content as well keep content updated. Internal and customer-facing portals made it easy for all stakeholders to transact electronically and resulted in lower operational costs. The content platform has made internal teams more efficient as well as vastly improved supplier and retailer experience and satisfaction.
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Sam Billings
VP Operations, Gatorade
Areas Effectus Worked In
Content Management
Digital Transformation
Internal and External Portal Solutions
Reporting and Analytics
Business Process Outsourcing (BPO)
Project Management