Robinsons Brewery Digital Transformation Case Study
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Robinsons Brewery recently invested heavily in rebranding and improving its brewery, pubs, and brands. However, when new and returning customers visited the website, the digital system fell short. The websites were difficult to manage, not mobile optimized, fragmented across different technologies, and inconsistently branded. Two web agencies went bust, leaving the website unsecure and suffering hacks. Ultimately, the website had to be closed down. Robinsons implemented a new coherent and integrated digital marketing platform using Sitecore to better serve customers online and drive objectives such as awareness, revenue, and loyalty. Since launching the new platform, unique users increased 160%, total sales increased 120%, and Black Friday sales increased 690%.
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Robinsons Brewery Digital Transformation Case Study
- 1. THE STORY SO FAR… DANIELLA MESSER, COMMUNICATIONS MANAGER, ROBINSONS BREWERY @DANNI_MESSER
- 3. THE VISION To establish Robinsons Brewery as the North West’s leading brewer and pub operator. How…?? Raise awareness: Recruit and retain exceptional licensees Increase loyalty: Optimise profitability of our pubs Grow revenue: Improve online sales of beers, merchandise and tours
- 4. 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
- 5. 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 content Built 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)
- 6. Home Page (OLD) Jonathan Prospective Licensee Sarah & Matthew Current Licensees The home page was one-size-fits-all, showing generic messaging irrespective of the visitor
- 7. THE UGLY 2 WEB AGENCIES WENT BUST WEBSITE UNSECURE – REPEATEDLY SUFFERED HACKS & DDoS ATTACKS ULTIMATELY, FORCED TO CLOSE DOWN THE WEBSITE
- 8. THE UGLIER
- 9. 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.
- 10. THE SOLUTION
- 12. We knew that a coherent, integrated platform would be a crucial ingredient for future success
- 13. We know some things work better when you put them together
- 14. Combined to deliver a future-proofed digital marketing platform, designed to support and drive the objectives of Robinsons Brewery.
- 15. ‘BEST BITS’
- 21. RESULTS
- 22. Awareness Avg Monthly Unique Users 2015 26,148 2016 67,871 Uplift = 160% Source: Google Analytics, Jan to Oct 2015 vs Jan to Oct 2016
- 23. Revenue Total Sales 2015 £55,369.31 2016 £90,961.86 Uplift = 120% Source: Sitecore, Jan to Sep 2015 vs Jan to Oct 2016
- 24. Loyalty Frequency (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
- 25. Black Friday Total Sales – 24 hrs 2015 £883.04 2016 £6,977.39 Uplift = 690% Source: Sitecore, 28th Nov 2014 vs 27th Nov 2015
- 27. WHAT’S NEXT??
- 28. 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.
- 29. OUR AMBITION “Position Robinsons at the forefront of digital and drive customer loyalty by managing the total customer experience.”
Notas do Editor
- Hello, my name is Daniella Messer and I’m the Communications Manager at Robinsons Brewery. I’m going to talk you through our story of Digital transformation and how it resulted in Robinsons and Mando winning the Sitecore Site of the Year Award. This is a real-life story of hard work, dedication & many late nights with the most amazing reward at the end of it.
- https://www.robinsonsbrewery.com/brewery-experience https://youtu.be/zuGJa2AmL_o
- Company getting behind business Real sense of momentum & drive towards vision Commitment to invest & develop Putting staff in the right roles (creation of Marketing etc)
- Add to that – no personalisation or tailored messaging.
- The code we were left with was failing – due to being a mash up of different languages for different sites
- Managing a network of non-digitally-savvy licensees
- If I asked you each to put your hands up and define digital, I can guarantee you would each give me a different answer. Herein lies the problem. When trying to explain digital to my board of Directors I had to put it in a context they would understand. Like the word ‘digital’, we don’t have an official definition for ‘craft beer’. What seems like a relatively simple question is one of the most difficult and debated areas in the beer world and one that’s constantly evolving… (size of brewery, ingredients, craftsmanship). However, many drinkers would say they know it when they see it (or taste it). Craft beer for me signifies in a change in consumer behaviour and preferences. A change that our industry universally recognises and everyone is trying to react to (in varying degrees of success). For me… digital is no different. * Same comparison could be made for: Blockbuster supplanted by Netflix, uber overtaking black cab, just eat vs local takeaway.
- A key part of the solution was the decision to take a previously disparate set of website and combine them into one navigation and user experience.
- Que cheesy marketing slide
- We combined the expertise of one of the best companies with a robust platform. SITECORE: enterprise-level customer-experience-led technology platform, ranked as the outright leader for Future Vision by Gartner Research. Security. Stability. Scalability. Opportunity for greater personalisation and the use of engagement analytics. UCOMMERCE: A leading ecommerce system seamlessly integrated with Sitecore, allowing you to control content and commerce experiences within a single interface. MANDO: thorough design & build processes. They ‘GOT’ Robinsons.
- NEW DIGITAL PLATFORM with a RE-ENGINEERED USER EXPERIENCE Old website - difficult to navigate, full of repetition, no clear calls to action. Homepage - switched from text heavy to image led experience, dynamic, sleek. We re-engineered the information architecture and navigation, and consolidated all products and services into one website and one cohesive experience. This allows our customers, and potential customers, to find information quickly and easily, whilst providing seamless access to complementary content and services. Our UX-friendly design which reinforces and delivers our brand online, and brings our content to life in engaging and interactive ways. This means that if a customer picks up a brochure or visits the website, they get one consistent and frictionless experience. Positioned Robinsons as a modern and foreword thinking company, responsive to changing market conditions.
- NEW DIGITAL PLATFORM with a RE-ENGINEERED USER EXPERIENCE Old website - difficult to navigate, full of repetition, no clear calls to action. Homepage - switched from text heavy to image led experience, dynamic, sleek. We re-engineered the information architecture and navigation, and consolidated all products and services into one website and one cohesive experience. This allows our customers, and potential customers, to find information quickly and easily, whilst providing seamless access to complementary content and services. Our UX-friendly design which reinforces and delivers our brand online, and brings our content to life in engaging and interactive ways. This means that if a customer picks up a brochure or visits the website, they get one consistent and frictionless experience. Positioned Robinsons as a modern and foreword thinking company, responsive to changing market conditions. MOBILE FIRST The design has been produced with mobiles users at the forefront; making it easier for people to find our pubs on the go. The modular layout of the pages enables them to respond beautifully on smartphones, providing mobile users with a seamless experience ... whatever the device.
- NEW ECOMMERCE EXPERIENCE Significantly improved shopping and checkout experience - easy to buy (old site took about 6 clicks before you could get to ‘buy button’ – simplified buying process) Expensive delivery – introduced royal mail for lighter weight items Introduced PayPal - easier, secure, & flexible to shop online at our website
- IMPROVED TOUR BOOKING EXPERIENCE Particularly proud of this area of the site – sophisticated build of bespoke booking system & integration into Ucommerce, not been done before but also very immersive experience for the customer – Stronger presence of awards, testimonials, video – Plus scope to do more. The Brewery Tour discover and book process significantly improved, more online bookings; freeing up reception to deal directly with the customers that are there... Importantly, we can now sell brewery tours online along with beers/products in a single transaction. This provides us with tremendous cross-sell and up-sell opportunities.
- ADDED VALUE FOR OUR PUBS As with any business, a pub’s website is hugely important. It’s the first place new customers look to ‘find out more’… a strong online presence is vital to the success of our pubs; many of which are located in rural areas. Old pub websites – no gallery function, no accommodation tab, difficulty uploading/editing menus, restrictive, not integrated with social, design was becoming old hat… and the licensees did all the updates themselves (DANGEROUS. Big challenge for Mando and Robinsons to try and keep this in budget. Desire was to have pubs updating their own content (due to resource at Robinsons) but this would have required huge training and governance overhead – not to mention licencing implications. So we give every one of our pubs a fantastic website for free and we also do updates on behalf of pubs (great recruitment message – support, pub’s get more with Robbies). Ongoing challenge BUT it’s actually meant the pub websites are of a much higher standard. Social feeds allow websites to be kept up-to-date (to a degree) with automatic dynamic content.
- IMPROVED RECRUITMENT CAPABILITY Promoting vacancies in an appealing way and demonstrating the value proposition (personal/support) Simplified design & process... As easy as 1, 2, 3, 4 New vacancy alerts Call-back function Use of video testimonials Biggest change - shift to customer focused – removal of online application form (barrier), plain English Old site – no mention of our brands, investing in the future Segmented approach – new to trade etc. Beginning to use personalisation and tailor messaging We now have one of the best recruitment sites in the industry.
- Pub microsites held their own challenges: sitecore licenses for pubs internal resource challenge licensees – not switched on/engaged with digital - challenge to get them to use the websites Constant challenge of keeping content updated (events, menus, images, opening hours) – also effects of licensees leaving Old websites that had built up ‘Google Equity’ still appearing top of Google (knock on effect for Perfect Pub & pub guide)
- More people visiting our website (almost 160% + on the same period last year). People are increasingly visiting our website via mobile devices – justification for investment in a mobile first website.
- People not just visiting but more importantly converting to buy (easier checkout process). Overall, sales up 120% compared to the same period last year
- This is where we see the most opportunity.
- SITECORE AWARDS: Category winner: Best Use of Commerce Overall Winner: Site of the Year
- That’s it right?
- We currently have data and marketing activity, but it’s not strategic or joined up due to the data and measurement being siloed. Not to mention no CRM solution. 90 : 10 (new : returning customers) 30% bounce rate on basket page – opportunity to review delivery charges/solution Opportunity to develop loyalty & repeat purchase; especially when joined up with Wi-Fi data, transactional data etc. Creation of a trigger-based email engagement plan Align content strategy with key customer segments to create targeted communications Understand remarketing opportunities
- Key characteristics: Exec level buy-in to a culture of ongoing optimisation Commitment to the long game of continuous digital improvement Agile mind-set and momentum building Investment in expertise not just tools