How Bacardi served up a new digital experience for consumers

Bacardi is renewing its digital experience for shopping and drinking at home.

The COVID epidemic has led to an increase in local consumption in the alcohol sector and the satisfaction of this demand. Bacardi, the largest private alcohol company in the world, has launched a new digital experience in Europe to expand its digital footprint and deliver innovative, connected experiences to consumers.

“For the past six months, the focus has been on home cocktails in response to the city and club shutdown,” said Chris Windebank, Bacardi’s senior director of digital marketing. “We help users discover their inner mixologist by displaying recipes and tools online. People have learned how to make cocktails as a way to spice up their parties at home, or to remember their favorite bar or special gathering.”

Combine operational efficiency

To achieve its goals of providing an advanced digital experience, Bacardi hires EPAM, a software design, and development company, to improve concept and brand awareness, accelerate time to market, and achieve significant cost savings.

The numbers behind the results?

EPAM simplifies Bacardi’s digital environment by implementing a multi-brand digital platform, a DevOps automation platform, resulting in 16 times greater website delivery capacity and a 42% reduction in infrastructure costs. For EPAM, the path to this efficiency began with testing the legacy digital platform, including existing applications, and finding ways to move the infrastructure to the cloud.

“We have been able to achieve these significant results by implementing efficient use of cloud data, advanced machine learning, and artificial intelligence, as well as broader technology infrastructure development,” said Jason Harman, co-president. of the worldwide organization of EPAM. the activity. ., aimed at European markets. “We’ve created a more mobile and industrialized approach to browsing websites and collaborating with their brands, companies, and IT. It’s a way of working where other companies rely on digital transformation. It’s only a few years away. is already yielding significant results. “

The increase in operational efficiency can also be seen in the transfer of various content management systems to WordPress, as well as the increasing use of the cloud for content.

“They weren’t optimized with their cloud provider, so the issue of migration to the cloud was important and our goal was to reduce deployment,” said Harman. “[Bacardi] spent more money there than in their data center. That’s why we developed operational and data efficiency to save more money.”

This is an effort that has allowed Bacardi to reinvest more.

Import new sites

With clear brands like Bacardi rum and Bombay Sapphire gin, consumers have long waited for clear digital experiences. “It was important to have a constant structure and navigation that would preserve the individuality of each brand”.

To meet this demand, EPAM has developed a system to classify and model more than 150 sites and thousands of different domains. EPAM’s strategy was to try to establish a direct relationship with consumers by sharing content and experiences through the application, website, and other digital channels.

Automating the digital experience and developing a more efficient content flow were essential to the success of the project. The automated release of content replaced the work of a dozen monthly updates, investing in automated processes, such as redirecting to new sites, improving the customer experience, and capital spent on maintenance. Management of inefficient sites, operations, and activities. EPAM also identified automated support infrastructures, inefficiencies, and self-service resources.

“Since we started working with Bacardi’s global headquarters in London four or five years ago, we have really been able to identify companies, websites, and customer relationships,” said Harman. “All solutions have been cost-effective and provide the consumer with a better overall digital experience.”

Shake engagement

The increase in consumer engagement is a clear result of EPAM’s work with Bacardi. An update on this transformation is the integration of store links on the pages of major brands. Behind the scenes, they linked their sites to partners who can sell and deliver Bacardi products, including Amazon and Instacart.

Many European markets prohibit the purchase of alcohol directly from a supplier, so it is a B2B experience, but a B2C experience from a marketing perspective.

“Although the user does not buy the product directly from us,” says Harman, “we create a complete experience. Before finding a product on our website, they had to drop it off and search online where it could be found. Now they can find a place during the same visit.

To add even more depth to the digital experience, a tracker was added to the store’s department. To continue to enhance the digital consumer experience, EPAM has now embarked on a major redesign of Bacardi’s CRM, including the implementation of new databases that can be used to provide and access customers.

“This is a very interesting phase of the project because it is not something you can buy in the store,”. “The new CRM is an important strategy in this business transformation project. The digital transformation takes place more and more in the cloud and we want to be part of it.

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