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 the sales reps is that they regularly meet with a diverse customer base from bars, pubs and clubs to restaurants and hotels, meeting with bartenders, managers and owners, all with different requirements and knowledge of Bacardi brands.

In the short time a rep has with a customer they often struggle to have more meaningful conversations around any challenges Bacardi can help them with as well as introduce new brands, activations and market research that they can profit from.

How we helped

We wanted to help Bacardi’s customers get more out of meetings by arming the reps with a customer-focused interactive sales tool that gives them instant access to relevant information.

We started the project with our Customer-First Blueprint workshop scoping out what success looks like for their customers, Bacardi sales reps and what a perfect sales experience might look like.

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

We then developed the interactive sales tool letting reps personalise the conversation and content no matter who they were talking to.

This meant reps could quickly access what mattered to the customer such as market research, best selling cocktails, up-selling best practice, brand information and activations within seconds saving precious time, meaning more time for the customer.

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

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
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