Post on 12-Jan-2017
THE STORY SO FAR…
DANIELLA MESSER, COMMUNICATIONS MANAGER, ROBINSONS BREWERY @DANNI_MESSER
THE VISION
To establish Robinsons Brewery as the North West’s leading brewer and pub operator.
How…??
Raise awareness: Recruit and retain exceptional licenseesIncrease loyalty: Optimise profitability of our pubs Grow revenue: Improve online sales of beers, merchandise and tours
FANTASTIC HISTORY.
ESTABLISHED BUSINESS.
LOYAL CUSTOMER BASE.
HEAVY INVESTMENT in brewery/brands/pubs over last 2-3 years.
COMPLETE COMPANY REBRAND.
This generated LOTS OF GOOD PRESS…
…which in turn drove HIGH TRAFFIC (both new & returning customers) to seek out and connect with our websites like never before…
… BUT, what happened when they got there? Our system fell down.
THE GOOD
THE BAD COULDN’T SELL PRODUCTS & TOURS IN ONE TRANSACTION.
Websites difficult to manage (restricted upsell / X-sell opportunities)
DIDN’T HAVE A FULLY MOBILE OPTIMISED SET OF SITES. Not responsive
DIGITALLY FRAGMENTED. Multiple websites, different templates, not sharing contentBuilt on a range of disparate technologies and in different code languages/CMS’s Each with a slightly different take on the brand (inconsistent brand experience)
Home Page (OLD)
JonathanProspective Licensee
Sarah & MatthewCurrent Licensees
The home page was one-size-fits-all, showing generic messaging irrespective of the visitor
THE UGLY
2 WEB AGENCIES WENT BUST
WEBSITE UNSECURE – REPEATEDLY SUFFERED HACKS & DDoS ATTACKS
ULTIMATELY, FORCED TO CLOSE DOWN THE WEBSITE
THE UGLIER
WHAT IS DIGITAL?
Is it just a set of technologies? Glorified IT team? Or something more?
Why is it not obvious?
Digital is about people not technology & how we better serve consumers.
THE SOLUTION
We knew that a coherent, integrated platform would be a crucial ingredient for future success
We know some things work better when you put them together
Combined to deliver a future-proofed digital marketing platform, designed to support and drive the objectives of Robinsons Brewery.
‘BEST BITS’
RESULTS
AwarenessAvg Monthly Unique Users
2015
26,148
2016
67,871
Uplift
=160%Source: Google Analytics, Jan to Oct 2015 vs Jan to Oct 2016
RevenueTotal Sales
2015
£55,369.31
2016
£90,961.86
Uplift
=120%Source: Sitecore, Jan to Sep 2015 vs Jan to Oct 2016
LoyaltyFrequency (i.e. visits per user per month)
2015
1.20
2016
1.26
Uplift
= 5%Source: Google Analytics, Jan to Oct 2015 vs Jan to Oct 2016
Black FridayTotal Sales – 24 hrs
2015
£883.04
2016
£6,977.39
Uplift
=690%Source: Sitecore, 28th Nov 2014 vs 27th Nov 2015
WHAT’S NEXT??
2017 & BEYOND…•Possible CRM integration with Sitecore (+Wi-Fi & till systems)
•Marketing automation and engagement strategy (pubs / online shop / tours / recruitment)
•Possible upgrade to 8.2/8.3 to explore venue-based personalisation and enhancements to EXM
•Use of Federated Experience Manager for personalisation/tracking on pub sites/Iron Maiden ?
•My Account functionality
•New Premium update service for pubs.
OUR AMBITION
“Position Robinsons at the forefront of digital and drive
customer loyalty by managing the total customer
experience.”
THANK YOU Daniella Messer
@Danni_Messer
www.robinsonsbrewery.com