Bacardi. Putting the power into the hands of sales reps

Using an interactive sales experience to help customer conversations

Bacardi owns 62 spirit brands and is the world’s largest privately held spirits company.

The challenge for Bacardi’s sales reps is that they work with such a diverse customer base. Whether discussing the needs of a bar, restaurant or club, bartenders, managers, and owners all have very different requirements and knowledge of Bacardi brands.

And in the short time a rep has with a customer it can be a struggle to have wider conversations about challenges they may be facing; to introduce new brands, activations, or potentially profitable market research.

black iPad displaying Bombay Sapphire on Bacardi Limited touchscreen interactive sales enablement tool

Our Solution

To help Bacardi’s customers get more out of meetings we developed a customer-focused interactive sales tool.

Now Bacardi’s sales reps are armed with a visually striking tool that gives them more-or-less instant access to all relevant information, allowing them to conduct deeper and more meaningful conversations with their customers.

The sales tool POP created helps our Customer Account Managers to have much more efficient meetings. The customer journey is polished, allowing them to navigate and tailor the vast amount of content – including heritage, innovation, product range and cocktail recipes – quickly and easily, so conversations continue to flow naturally and are more productive.
Thomas Seymour, Head of UK & Ireland Commercial Capability, Bacardi

How did we do it?

We know from experience that the key to a successful platform is buy-in from those that will be using it.

So, with members of the sales team on board, we started the project with our Customer-First Blueprint® workshop.

Scoping out what success looks like for Bacardi, the sales team and customers, and creating a Blueprint for the delivery of a perfect sales tool.

Take-up of a new platform can often be a challenge, even if it ticks every box. It’s so important to get the sales team involved in the development of the sales tool from the very beginning in order to get 100% adoption. POP ran an initial workshop for some of the sales team to offer their insights and requirements.
Thomas Seymour, Head of UK & Ireland Commercial Capability, Bacardi

The result

Once we fully understood Bacardi’s needs, we developed an elegant, intuitive and fully interactive sales tool that gives reps the freedom to personalise their conversations and content, no matter who they were talking to.

Reps can now quickly access what matters to individual customers.

The latest market research, best-selling cocktails, up-selling best practice, brand information and activations can all be pulled up within seconds saving precious time and creating more time for the customer.

Sales reps now have exactly what they need, when they need it.

Black iPad displaying Bacardi Limited interactive touchscreen sales enablement tool showing Bombay Sapphire Jack Daniels Eristoff Vodka
We’ve worked with POP for several years, they understand our business and created a tool that is not only well-liked by our sales team, but one that whets our customers’ appetite by bringing our products to life. We know when a meeting has gone well if everyone is enticed by the cocktail recipes by the end!
Thomas Seymour, Head of UK & Ireland Commercial Capability, Bacardi