Embracing an increasingly data-driven and customer-centric future

Amidst rapid changes in customer expectations and fierce competition among premium beverage brands, our client—a leading luxury and premium spirits company—is undergoing a massive management and digital transformation, aiming to become a leader in its industry.

Challenge

To achieve its ambition, the group is pivoting from a business model of producing drinks to one of creating customer experiences. On this journey, one of its essential levers—increase customer knowledge and improve decision making—is to become more adept at using its data. Data is indeed the key to driving and growing business operations.

Develop data and advanced analytics capabilities required to be able to move smoothly from data strategy to implementation, while empowering teams to become autonomous.

Approach

One of the primary challenges is to improve financial visibility and decision making across an increasingly complex value chain.

For the Rémy Cointreau group, achieving commercial excellence and creating outstanding customer experience means adapting to changes in consumer habits and in the retail environment—particularly, the growth of direct-to-consumer and hybrid e-commerce business models. To this end, although the group’s business remains largely intermediated, it is rapidly expanding its e-commerce activities worldwide, and is currently opening a dozen or so online stores, either directly or via partnerships. By 2030, the group expects online business to account for 20% of its overall revenue.

To support these changes, Ekimetrics helped build an enterprise-wide data factory to align the efforts of data and business teams, from assessment, planning, and design, all the way to roll out.

As digital and e-commerce activities generate a wealth of data, Ekimetrics is creating the technical platform, the business organization, and the processes to manage and learn from them. And it is also helping build teams with the right profiles to take full ownership of these subjects.

Outcome

This data platform unifies data across its supply chain, ERP, e-commerce, CRM, web analytics, social listening, and digital marketing systems. This is enabling teams across the group to readily access metrics, insight, and recommendations and to develop new data-driven applications.

Key areas being served include:

• Marketing measurement and optimization
• E-commerce and direct-to-consumer operations
• Sales performance and trade marketing
• Production planning
• Voice of the customer and market insights
• Product development
• ESG and decarbonization strategy

The focus is much broader than sales and marketing: Business planning, customer centricity, and e-commerce stakeholders are all closely involved. The ESG strategy is also at the center, using data to drive decarbonization initiatives.

The group is now able to make data and insights available across the organization to those who need it.