Nowadays, direct access to consumers has become a major strategic priority, sparking the rise of platforms – new digital economic models that put producers in direct contact with consumers, skipping intermediaries. This direct access can only be secured by offering consumers a superior user experience with an exhaustive selection of products. To do so, Pernod-Ricard developed Drinks&Co, an innovative omnichannel sales platform.
“Today, consumers have changing expectations and are less loyal, with increasing market fragmentation in terms of brands and channels. That’s why it is absolutely critical that our route to consumer, boosted by data and digital, becomes a competitive advantage.”
PIERRE-YVES CALLOC’H, CHIEF DIGITAL OFFICER
For a long time, ecommerce in food and drink has lagged behind segments such as cosmetics, fashion, and furniture, with online sales at single-digit percentage rates in many markets. Yet the future path is clear – especially in the wake of the pandemic, which has disrupted habits and induced many consumers to start shopping online. To producers who have thus far been reaching consumers through retailers, this shift represents both a challenge and an opportunity. As part of its ‘Transform & Accelerate’ strategy, Pernod Ricard is responding with Drinks&Co.
Category-leading online marketplace
Drinks&Co is an online marketplace for consumers to buy alcoholic beverages. By offering over 100,000 wine and spirits products for home delivery, including brands not owned by Pernod Ricard, Drinks&Co has the potential to become a goto platform in its category. This model presents benefits for consumers, who can be sure of finding the precise beverage they want, for connected wholesalers or retailers gaining online access to more consumers, and for Pernod Ricard, who avoids intermediated distribution and gains direct access to consumers and invaluable data insights.
Drinks&Co demonstrates its marketing and sales strength
Using Drinks&Co to promote its exclusive Cordon Rouge for Black Friday in France, Mumm sold 5,000 bottles, double its initial objective.
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