Since the introduction of transactional apps for consumers in 2010, everything has gone digital – from ordering food and booking taxis, to dating and supermarket shopping. Screen time has increased significantly, and the average person spends over four hours a day on their mobile phone.
This ‘app uprising’ has also shifted B2B buyer expectations. The brewing industry, steeped in tradition, has found itself at the intersection of innovation and tradition with the advent of digital commerce.
Henry Dewing, Founder and Director at DueTrade, a technology company helping B2B wholesale businesses to embrace digitalisation, explores the many benefits of digital commerce in the brewing industry, shedding light on how technology is reshaping the dynamics of this age-old craft.
Digital commerce has rapidly become the preferred way to purchase and on trade customers now want an ‘Amazon style’ sales experience when buying from suppliers. According to PYMNTS and American Express, 73 percent expect a consumer experience when purchasing. Additionally, research by Gartner shows that 83 percent of B2B decision-makers prefer using self-service tools for reordering, rather than talking directly to a sales representative.
Until now, many breweries have been unable to access digital commerce due to the high cost of building a bespoke sales app. Thankfully, this is about to change.
While building a bespoke platform can cost north of forty thousand pounds, breweries now have access to an affordable ‘ Off the shelf’ app platform. This white-label option is a fraction of the price of a bespoke app, yet still allows breweries and suppliers the opportunity to put themselves in their customers’ back pockets.
The Benefits of Digital Commerce for the Brewing Industry
- Expand Market Reach
While traditionally confined to local markets, breweries can now showcase their entire product range on e-commerce websites and apps.
Digital commerce platforms provide a virtual storefront where customers from all corners of the world can explore and purchase their offerings. This opens up new revenue streams and introduces diverse customer demographics to unique and regional brews they might not have otherwise discovered.
Detailed product descriptions, tasting notes, and brewing methodologies can be presented, offering customers a richer understanding of the craftsmanship behind each brew. The convenience of online shopping, combined with the ability to access a vast array of products, empowers customers to make informed decisions, contributing to a more engaged and satisfied customer base.
- Enhancing Customer Experience through Mobile Apps
The rise of mobile apps has revolutionised the way consumers interact with breweries. Breweries are developing mobile applications that offer a range of features, from easy online ordering to loyalty programs. These apps provide consumers with a convenient and user-friendly platform to explore and purchase products.
Mobile apps often include loyalty programs that reward customers for repeat business. Points systems, exclusive discounts, and early access to new releases incentivise customers to choose a specific brewery for their beer-related needs. Push notifications through mobile apps also enable breweries to keep customers informed about upcoming releases, events, and promotions, fostering ongoing engagement.
- Nurture Brand Loyalty
Digital commerce has paved the way for innovative business models within the brewery industry, with subscription services and membership programs gaining popularity. Breweries can now offer subscription-based plans where customers receive regular shipments directly to their doorstep. This not only establishes a steady revenue stream for breweries, but also fosters a sense of anticipation and loyalty among subscribers.
Membership programs often include perks, such as exclusive access to limited-edition releases, members-only events, and discounts on purchases. These incentives not only encourage customer retention but also create a community of dedicated enthusiasts around the brand. The sense of belonging to an exclusive group enhances the overall customer experience, turning one-time buyers into loyal patrons.
- Harnessing the Power of Digital Marketing and Social Media
Digital commerce goes hand in hand with digital marketing, and breweries are capitalising on the power of social media platforms to connect with their audience. Social media provides breweries with a direct channel to engage with customers, share updates, and build a brand identity. Platforms like Instagram, Twitter, and Facebook allow breweries to showcase their creativity through visually appealing content, share behind-the-scenes glimpses of the brewing process, and interact directly with their audience.
Digital marketing strategies, including targeted advertising and influencer collaborations, enable breweries to reach specific demographics and expand their brand awareness. By creating a strong online presence, breweries can tap into the vast community of beer enthusiasts, generating buzz around new releases and creating a digital word-of-mouth effect.
- Data-Driven Decision-Making with Analytics
Digital commerce provides valuable data analytics tools that offer insights into buyer behaviour, preferences, and market trends. By tracking online sales, website interactions, and social media engagement, breweries can gather actionable data to inform their business strategies. This data-driven approach is particularly beneficial for product development, marketing campaigns, and inventory management.
Analysing consumer preferences allows breweries to tailor their product offerings to effectively meet market demand. For example, if a particular style or flavour profile gains popularity among online customers, breweries can adjust their production accordingly. Additionally, data analytics help breweries optimise their marketing efforts, ensuring that promotional activities resonate with their target audience.
Digital commerce is reshaping the brewery industry, offering a myriad of benefits that extend beyond the traditional confines of brick-and-mortar establishments.
According to Statistica, the UK beer market is projected to grow by 7.81 percent over the next four years. The integration of digital marketing, data analytics, and mobile apps further amplifies the industry’s potential for growth and innovation.
For breweries and suppliers to get a share in this growing market, they must invest in new technology and align their strategy with ever changing customer expectations. In an era dominated by online interactions and e-commerce, leveraging digital platforms to transform the way they operate and connect with customers will, ultimately, brew success.
