利用数据和分析提高零售分销销售效率
公司规模
Large Corporate
地区
- Europe
国家
- United Kingdom
产品
- Domo
技术栈
- SalesForce
- CRM tools
实施规模
- Enterprise-wide Deployment
影响指标
- Productivity Improvements
- Revenue Growth
技术
- 平台即服务 (PaaS) - 数据管理平台
适用行业
- 零售
适用功能
- 销售与市场营销
用例
- 供应链可见性(SCV)
服务
- 数据科学服务
关于客户
Edrington-Beam Suntory 是一家著名的烈酒生产商，负责管理 Jim Beam、The Macallan、The Famous Grouse 和 Courvoisier 等许多世界知名品牌在英国的销售、营销和分销。该公司寻求创新其内部运营，以增加其在英国各地的现场消费渠道的销售额。他们旨在通过实施一个系统来提高整个业务的运营和指标透明度，该系统允许所有员工（从董事总经理到一线销售团队）获取公司销售数据和渠道信息。这是他们实施整个业务数字化转型的努力的一部分，目的是提高所有销售团队的生产力和效率，并为业务增长提供平台。
挑战
Edrington-Beam Suntory 是一家知名烈酒生产商，其销售业务的数据透明度和效率一直难以提高。该公司的销售数据和渠道信息是孤立的，数据通过 Excel 文档和第三方系统（如 SalesForce）和内部 CRM 工具进行管理。这导致销售报告需要三天时间才能完成，而且数据通常是一个月前的。这些过时的数据导致销售业绩出现问题，账户丢失，销售团队依靠迟交的报告开展工作。由于数据过时，团队甚至会重复拨打电话，导致每年多拨打 200 个电话。
解决方案
Edrington-Beam Suntory 引入 Domo 的目的是整合数据，让公司所有员工都能看到 KPI、预算、利润和亏损、在线销售和竞争信息。通过 Domo，公司建立了一个仪表板，员工可以监控和跟踪目标和滞后的 KPI。他们还希望将信息分为门店销售数据、品牌和市场份额数据，细化到可以区分出哪些品牌表现最佳。这是通过结合每日上传和来自 Salesforce 等插件的实时数据实现的。该公司还利用 Domo 提供的实时功能来了解其销售数据中之前存在哪些不一致之处。这使得 EBS 能够维持和发展与现有门店的业务，并根据需要定制他们的产品。
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