Building and maintaining an online presence across platforms

Edrington wanted to avoid the need for ERP-Systems and content received from brand teams to be individually translated to meet local market needs. Their workflow was, thus, very scattered and needed a lot of manual intervention. When looking for a partner, they approached VML to increase resource efficiency, achieve commercial benefits, and improve data quality.

The VML team devised a strategy that aimed at solving the needs described above by means of a PIM implementation.

As the internet matures, various platforms, each with its own requirements, have emerged to cater to customer needs. Meeting the requirements of each platform and ensuring a well-rounded customer experience can be overwhelming for brands that do not have the proper infrastructure in place.

Edrington's processes were automised, reducing the need for manual interventions. The PIM tool, Salsify, was implemented to create the best product experiences throughout every touchpoint in the digital customer journey. This resulted in a more complete and accurate way of publishing product information to their endpoints such as Amazon and Instacart.

To further support Edrington's digitalisation, demos and training were provided to users and admins. We ensured that teams were well informed about the tools that were implemented and confident about using them in the future by providing them with theoretical and practical training in Salsify, Amazon and Instacart, as well as advanced training in change management.