“We really enjoy working with the Carlsberg team. It is great to see how Carl’s shop has grown in such a short period. We are really proud to be working for the Carlsberg Group and support the growth with our development team"
Stephanie Veldt, General Manager Evident Lisboa
Building a multichannel engagement layer of the high volume B2B digital sales platform.
Deepening the client relation with convenience and support
Carlsberg saw an opportunity to add a lot more value in digital sales than their old ordering system was allowing. The goal was to create an equal customer experience as the offline sales was providing through an account manager. Using a platform that can handle the complexity of multiple countries, different markets, several languages and different brands.
Carlsberg wanted a more intensive relation with their clients by offering not only convenience like easy ordering, back in stock reminders but also helping them run their business was key. Creating tools and material that support their daily business and makes their live easier. E.g. Tips and tricks for bar owners, branded menus, educational material etc.
Carlsberg about Carl’s Shop: It will provide superior customer service and reduce costs by digitizing processes, globalising platforms and scaling online solutions. It works on all devices, enabling customers to place orders at any time of the day and avoid waiting in line for telesales.
The platform has been rolled out to over 6 countries across Europe. Currently 7.000+ clients are using the platform to order every month. The development of the engagement layer based on Sitecore, was developed in cooperation with Osudio who delivered the SAP Hybris backend.
Sitecore integrated Commerce Experience allows Carlsberg to collect data and build profiles of different user types that are then matched to marketing personae. This enables Carlsberg to offer even more relevant content and helps both to increase the AOV and deepen the relationship.
Tailored to market segments
As the platform is used in various countries and markets, a solid architecture is of great importance. The platform was set up in a modular, headless way.
All countries help create the functionalities in the shop to address different needs. With this modular build, Carl’s Shop can be used for an optimal custom market approach. This can be based on venue, region or market segment to provide specific offering. Not hindering any markets in their ambition and speed, and at the same time, offering new functionality to adjacent markets if required.
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Their flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the eight biggest brands in Europe. More than 40,000 people work for the Carlsberg Group, and their products are sold in more than 150 markets worldwide.