Gold Coast Beverage Distributors (GCBD) is the largest beer distributor in Florida and the 10th largest in the United States servicing more than 10,000 beer accounts and 5.6 million Florida residents. Maintaining the freshness of over 150 brands of beer while delivering them on-time throughout the state requires 800 employees and a fleet of delivery and warehouse vehicles moving in perfect synchronization. Gold Coast Beverage Distributors needed to provide up-to-date information to retailers, consumers and to their employees as quickly and effortlessly as possible, so they turned to the experts at The Factory Interactive.
"We came to The Factory Interactive with a very unique request. As a beer distributor, we needed to recreate a website that allowed us to speak to our employees, highlight our community involvement, and showcase our extensive beer portfolio resources for both retailers and end consumers. We also learned that they were passionate beer enthusiasts who could give us incredible insight into what our consumers might be looking for in a functional website.Read More...
Ultimately, The Factory Interactive was able to lay out a format that filled each need beautifully. They built a password protected employee portal that created a forum for information that could be easily maintained by our HR department. They built a community and history section that allowed us to highlight our many endeavors and update as needed. Most importantly, they provided solutions for 2 avenues of communication challenges, one for our retailers and one for the end consumer. By creating a Retailer Toolbox with applications like "find your sales contact" we are now able to provide up-to-date sales contact information based on account number for our retailers. The Factory Interactive then took our extensive beer portfolio and organized it in such a way that allowed a user to quickly look up and learn about their desired beer brand. Additional unique applications like the "beer locator" took our internal sales data reports and allowed for search by zip code. The Factory Interactive handled the entire project from photo shoot to final production, all while maintaining our desired corporate identity.
The Factory Interactive is a highly creative team that we will be working with in the future on the second phase of our digital strategy. We consider them partners in business!"Christina Cioeta,
Vice President of Marketing,
Gold Coast Beverage
Gold Coast Beer Distributors' business relies on efficiency. Efficiencies that allow the company to keep its products fresh, customers supplied and employees happy. Shuttling products in and out of multiple warehouses, or delivering those products to hundreds of accounts before they "run dry" requires an intricate, concerted and consistent effort by dozens of people. Other tasks, such as ensuring 800 employees stay informed about changes in benefits, upcoming training sessions or team building exercises and events demand wide visibility, easy, yet personalized access, and a management solution which satisfies both criteria.
Working directly with several of Gold Coast Beer Distributors' internal departments, The Factory Interactive developed a series of strategies which would help address the company's information workflow issues. Both groups agreed that expansion of GCBD's online presence would be necessary and plans were put into place to address each group's internal and external needs.
Retail partners from around the state would be given direct access to their account representatives simply by submitting their customer number. Consumers would be able to review the entire GCBD catalog and even find the nearest point of purchase simply by providing their zip code. Gold Coast Beer Distributor employees would be furnished with a new Employee Extranet where personalized information could be collected and reviewed.
The process of making updates was streamlined, and in the case of the product locator, automated to ensure the most up-to-date information would be made available to the public on a daily basis. A series of content management tools were developed to power the company's new Employee Extranet and, for the frist time, their entire catalog of brands, products and varietals was made available online.
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