How a new portal is helping Carlton & United's B2B customer efforts

Customer experience director shares how the launch of a new ordering platform has done a lot more than just generate sales - it's lifted B2B customer engagement

Providing exceptional customer service is often spoken of in a consumer context, but it is wise to remember business customers are people too.

For iconic AB InBev-owned beverages company, Carlton & United Breweries (CUB), deployment of an online ordering portal built on SAP Hybris (now SAP C/4HANA) is not only enabling its field reps to spend more time with the pubs, clubs, cafes and restaurants that comprise its customer base, it is also increasing the value of orders.

CUB customer experience director, David Huggett, told CMO all ordering originally took place through fields reps, before being taken on by a dedicated called centre. But the launch of the ecommerce portal has been an additional step up for customers.

“If you think about the pubs and cafes, when they want to order is not traditionally between 9 and 5,” Huggett said. “We get a quite some number of orders throughout the night because the pubs shut at 2.00am or 3.00am and the guy wants to place his order there and then and does not want to wake up at 9.00am to do it.”

As for the field teams, Huggett said they can now focus on promotions and solving problems for customers.

“What the field team now do is help really influence sell-through of product,” he said. “Previously, it might have taken 15 to 20 minutes to place the order, but they don’t have to - they can use that time for something else.”

Huggett said the results have vindicated the decision. “When we moved to online, the average order went up,” he says.

“That is because we give the customer more transparency, they have more time to dwell, and they can look at the full range of promotions that are available.”

The portal is also able to automatically calculate the value of orders and determine if customers qualify for promotions. It can be used to track the progress of deliveries, as well as keep records of who signed for orders.

It’s also being used by Carlton & United Breweries as a communication channel, particularly for new products, such as one shown recently featuring the master brewer of newly-acquired Sydney brewery, 4 Pines.

“We did an interview with the master brewer and sent that to the customers,” Huggett said. “Off the back of that, the master brewer had made a recommendation for the customer, so when they logged online that recommendation was there waiting for them.”

Huggett said the new portal has helped CUB achieve a leading position within the industry for customer satisfaction – something he is keen to maintain through bringing additional functionality into the portal. The company regularly surveys customers regarding potential enhancements and has lined up an extensive roadmap of potential new features.

“And every time we deploy a new feature we also have the ability for our customer to provide us with feedback and test their level of satisfaction with that feature,” he said. “We want them to keep trading with us because we make their ordering process so simple and easy to do.”

The success of the SAP C/4HAHA-based portal has also attracted the attention of other parts of the AB InBev network.

“The capability we have built here has been recognised globally with the ABI network as being the best in class,” Huggett added. “And that is really exciting for Australia.”

  • Brad Howarth travelled to SAP CX Live as a guest of SAP.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

3 things marketing leaders need to do to effectively lead hybrid teams

Many marketing leaders are scrambling to give their people more flexible work. And they need to: PWC’s Future of Work report showed 90 per cent of staff want some form of hybrid or remote workplace.

Scott Stein

Leadership consultant

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

Sign in