Adapting to the ‘new normal’ and the rapid growth of online commerce, Pernod Ricard USA is investing in the development of a new digital ecosystem that encompasses consumers, customers and partners. Meanwhile, the American subsidiary is continuing to support physical points of sale as they prepare for a significant increase in on-premise trade.
“E-commerce provides a unique opportunity for us to win the present while shaping our future. This is why we are evolving our existing sales and marketing systems, to consolidate our presence. Tomorrow will bring new digital-first or digital-only value chains and routes to market that we must explore, harness and master starting today.”
GUILLAUME THOMAS, CHIEF TRANSFORMATION OFFICER, PERNOD RICARD USA
The pandemic may have forced people inside, but it has flung open the doors to ecommerce alcohol sales by accelerating online buying across the US. Accounting for just 5% of BevAlc retail sales value today, B2C ecommerce should continue to grow rapidly. For Pernod Ricard USA, this is a golden opportunity to create the country’s leading digital ecosystem for both consumers (B2C) and trade customers (B2B). Through its new Ecommerce and Digital Growth team, the subsidiary has built a strategy on three main goals: growing the business and value market share; owning new digital routes to market by leveraging data and technology; and evolving with new and existing talent.
Lasting change is expected across all channels, although the shortterm impact of the pandemic is still uncertain. While many consumers may continue to socialise at home for some time, Pernod Ricard USA is expecting a huge increase in onpremise trade as people return to cafés, bars, clubs and restaurants in droves. This is a major challenge that Pernod Ricard intends to address to win this market. As venues reopen, the subsidiary is working with them to ensure safety and product availability, even introducing promotional campaigns to take advantage of new consumer preferences. It is also supporting the digital transformation of trade clients who wish to expand their range of digital services by offering features such as online menus, click and collect and split payment.
Whether online or in person, Pernod Ricard’s goal is to meet consumers and customers where they are, making their experience as frictionless and convivial as possible.