Dialling up Digital

Creating cut through with customers is critical to success today. We spoke to Diageo’s Emel Sullivan - Digital Commerce Lead - and Monkia HoltsbaumShopper Marketing Manager, on why Digital is their winning strategy.

Q Can you tell us what digital means to Diageo and why it is so important?

Digital is now the place of discovery, experimentation, recruitment and advocacy of our brands. It is powered by technology and data intelligence - driving us to be adaptable, agile and ultimately better connected to our customers.

Digital is no longer a channel to be considered in isolation, but as part of an overall business strategy.

Q Over the last few years, can you tell us what behavioural changes you have seen from customers in regards to digital engagement?

Today’s customers expect a seamless experience as they interact with retailers throughout their purchase journey.

We’re seeing the lines between online and offline blur even further as digital engagement enhances the in-store experience. Customers are more empowered than ever, using digital platforms not only to purchase online, but to also conduct research before buying in-store.

There has also been a continued trend towards luxury purchases taking place online, with the pandemic accelerating this shift.

It is therefore important that we partner closely with Endeavour to create tailored, personal and relevant experiences for customers.

Q How have these insights informed Diageo’s digital strategy?

These insights all point towards a customercentric strategy. At the core of our strategy is understanding how customers interact online, and how we can better partner with retailers like Endeavour to enable that frictionless experience. Underpinning our digital strategy is brilliant execution on the digital shelf – capturing customers as they begin their purchase journey.

A key enabler of the strategy is data-driven decision making as well as the ability to lead with a test and learn mentality.

Q Product enrichment is the key to success on Endeavour’s digital platforms; how does Diageo ensure that product details are enhanced and maintained to give the customer a great experience?

To ensure that we are maximising the opportunity to engage customers and increase conversion, we closely monitor our digital shelf presence and provide Endeavour with high quality data (product attributes) and content (images, video) for our products.

We partner closely with SKUvantage and the Endeavour Product Data team to publish and regularly maintain this information.

One of the great benefits of the digital shelf is the ability to showcase brands in new and unique ways. We can help to create a great online experience for shoppers by partnering to provide the best quality content and data.

Q Taste the Top Shelf was just one example of Diageo and Endeavour’s digital partnership in action; can you tell us a bit about the activation and how you partnered with the Endeavour team during execution?

Taste the Top Shelf was developed in partnership with BWS as the destination for cocktail inspiration. The platform launched during the height of Covid when people had to stay home. We knew they were interested in cocktails, but we also knew the process could be overwhelming, and even intimidating.

In order to break this barrier, we not only provide simple cocktails, we partner with relevant Millz influencers to drive relevancy and vibrancy to the cocktail culture.

The collaboration with Endeavour has been seamless. The Taste the Top Shelf is an integrated platform that drives awareness and visibility with impactful free standing display units in BWS stores, all the way through to each of their digital channels from email, website and social.

Q What makes you most excited for the digital channel in the foreseeable future?

What makes the digital channel so exciting is that it is ever-changing; providing new opportunities to surprise and delight customers every day. A great example of this is the latest image search feature on the Dan Murphy’s & BWS app. We’re excited to see how AI and machine learning will enhance the customer experience by merging the online and offline worlds.