Diageo has revamped its ‘Diageo One’ online support platform – which was previously only available to bars and restaurants – to include advice, insight and tools to help independent retailers grow their businesses.
The free platform now offers direct Diageo support, free marketing tools, exclusive training materials, and the latest category trends.
The drinks giant noted that it engaged with more than 1,000 independent operators across the off- and on-trades, through focus groups and interviews, to identify their business needs, challenges, and ambitions. Through this research, it was found that operators were looking for more support, tailored relevant content and a platform designed to grow sales.
The overhauled Diageo One website has been equipped with technical enhancements to deliver a “greater customer experience”, both on the platform and through enhanced email communications.
Diageo stated that it was planning to continually evolve the platform to meet customer needs and ensure all the resources and business support available are relevant to independent retailers.
Andy Fell, strategy and transformation director, Diageo GB said: “Diageo is deeply committed to forging strong connections with our customers – supporting them in delivering the best possible service which drives tangible results. This is why we are really excited about the transformation of Diageo One, which looks to supercharge businesses with a range of incredible tools. The platform has a whole range of resources specifically tailored to support our off-trade partners, providing them better access to support and guidance from Diageo than ever before.
“The transformation of Diageo One demonstrates our commitment to providing the best support to independent off-trade retailers, and enables us to be agile and react quickly to changes in the environment, ensuring we have the tools in place to empower our customers to make strategic decisions that positively impact their businesses.”
Last month, Diageo attracted criticism after revealing that it will no longer offer direct supply to wholesale businesses that do not meet a stringent minimum order threshold. It subsequently defended the move, saying it would enable Diageo to offer more comprehensive support to smaller operators.
NAM Implications:
- Given the retailing uncertainties of the New Norm…
- …this Diageo initiative has to be of help to independent retailers.
- All now down to retailers prepared to show that the initiative was worth it…
