Enabling flexibility, scalability and future-readiness in an enterprise environment
Carlsberg requested that SQLI guide their digital transformation process. From Value Proposition through to development of the B2B engagement and commerce platform, digital strategy, design and development was handled within one unified project. SQLI took over a SAP Hybris implementation and extended the technical migration to UX and Engagement. Across various countries and Carlsberg’s multiple brands, the business voice and the customer voice were brought together in an Agile setting.
The digital product was initially set up including SAP CX commerce and Sitecore engagement. This pairing has been the foundation of a more future-proof Micro Services oriented architecture in which a blended team is continuously extending the reach and depth of the platform. The current cross-functional digital team consists of both SQLI and Carlsberg digital talent, working together to deliver engaging customer experiences across all markets in which Carlsberg operates.
Enabling unified, strong, local brands
SQLI set up a process enabling Carlsberg to introduce the ecosystem in the markets of different countries within the EU (and Asia), across different local hero brands next to Carlsberg, like Feldschlossen (CH) and Sinebruchoff (FI). In close collaboration with the business of each market, SQLI introduced processes to define and coordinate the digital roadmap for the digital commerce platform, setting the business goals and kpi’s, selecting the features based on the business goals and metrics.
We made sure the data was shared among markets, resulting in a healthy competition between markets and enabling a faster product adaptation within the countries markets. This helped in accelerating the rollout overall.
The result is a digital ecosystem that goes beyond transaction and strengthens client relationships. Thus, it supports Carlsberg’s aspiration to guide and direct their customers in order to adapt/react to the ever-changing marketplace they operate in.
Enabling Experience Commerce
Increasingly, customers are looking for inspiring shopping experiences that go beyond finding product data, price and availability. The Carl’s shop digital commerce platform enables customers to stage their hospitality business for success, with elaborate and rich content like product stories, editorial content and trainings for successfully operating their business. Through this content, Carlsberg can build an emotional connection with their customers that transcends the transactional and becomes more relational and loyal.
This approach has proven to show visible growth in net revenue per customer (Carlsberg's Annual Report 2019).