In line with the Group’s drive to become the world’s leading Conviviality Platform company, better connected to consumers and customers than any of its competitors thanks to digital and cutting-edge technology, Pernod Ricard is undertaking a sales transformation project, STAR, to boost sales efficiency and effectiveness while building on its unique entrepreneurial culture.
“The goal of STAR is to build data-driven solutions and simpler ways of working into every step of our business, increasing the efficiency of our teams and strengthening our relationship with customers by giving them exactly what they are looking for, at the right moment in the right place.”
JULIEN HÉMARD, GROUP SALES, CHIEF TRANSFORMATION OFFICER
As consumers’ brand repertoire is growing and customers are investing in omnichannel (ecommerce, marketplace, BtoB, etc.) to meet shopper needs, Pernod Ricard’s portfolio is expanding rapidly, putting pressure on its sales teams and route to market.
Today, thanks to digital, AI and technology, sales team capabilities can be greatly enhanced to meet this challenge that many consumer goods companies and the entire alcohol beverage industry are facing.
STAR ( Sales TrAnsfoRmation) was conceived to do away with the sales team’s pain points and reorient Pernod Ricard towards faster future growth by putting sales teams at the centre of the Group’s digital transformation.
Digital is impacting the modern shopping experience and is requiring trade customers to respond with an omnichannel approach to sales that is enriched by better access to data. The transformational programme is thus built on five pillars covering all aspects of sales at the company and leveraging data: DSTAR, Sales Tech CoE, Sales & Marketing Coordination, Change & Mindset and Customer Engagement (see opposite page for more detail).
STAR was launched at the beginning of FY21 with DSTAR and Sales Tech CoE having already made significant progress and are now primed for rapid expansion in key markets. The other initiatives will be introduced in FY22.
D-STAR: Expanding top-line growth and market leadership in India
To increase sales efficiency and boost top-line growth, Pernod Ricard India leveraged data to build a powerful AI solution that was initially launched in West Bengal and Punjab.
“As value market leader and shaper of the industry, Pernod Ricard India is reinventing the way it does business by leveraging data and technology to build unmatched commercial capabilities. With a focus on serving Indian consumers, Pernod Ricard India intends to expand its lead over its competitors by using the new methods.”
Ranjeet Oak,
CCO Pernod Ricard India