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Alcohol companies or beverage manufacturers in general, like any other businesses, are constantly looking for ways to streamline their operations and improve efficiency. One way they have been doing this is by investing in digital asset management systems (DAMs) and product information management systems (PIMs). These systems can help companies with thousands of SKUs manage, organize, and distribute their digital assets, such as images, tasting notes, and other marketing materials, as well as product information, such as descriptions, tasting notes and pricing.
One of the main reasons alcohol companies invest in DAMs and PIMs is to improve their brand image and marketing efforts. In today’s digital age, it’s important for companies to have a strong online presence and be able to effectively promote their products consistently across multiple channels (OMNI channel experience).
Digital Asset Management (DAM)
DAMs can help alcohol companies do this by providing a central repository for all of their digital assets, making it easier for them to access and use the materials they need for their marketing campaigns. Also the sharing capabilities of DAMs can help share digital assets with their partners with ease.
Product Information Management (PIM)
Alcohol companies invest in PIMs to ensure that their product information is kept accurate and up to date. Also with companies promoting products through multiple sales channels, PIMs can help them deliver a consistent experience across all channels. With product data changing once a year with vintage releases, it’s important for companies to provide customers with accurate and detailed information about their products, such as ingredients, nutritional information, tasting notes, and pricing with minimum human intervention. PIMs can help these companies manage, maintain, and share this information, ensuring that it is always accurate and consistent across all channels.
Process Improvement with PIMs and DAMs
In addition to improving their brand image and product information, these companies also invest in DAMs and PIMs to streamline their operations and reduce costs. These systems can help to automate many of their processes, such as creating and distributing marketing materials and managing product information. This can save companies time and resources, allowing them to focus on other areas of their business.
During the last DAM implementation I did at Treasury Wine Estates, we learned that in some instances it took up to 2 weeks for a brand team to share tasting notes with a salesperson. By introducing the right DAM system, we were able to cut the entire process down by giving the sales team access to the DAM through the digital asset portal feature.
PIMs and DAMs for Better CX
DAMs and PIMs can also help alcohol companies improve their customer experience by providing them with more accurate and up-to-date information about their products. Customers today expect to be able to easily access detailed information about the products they are interested in, and PIMs can help alcohol companies meet this expectation by providing a central location for all of their product information. Using DAMs and PIMs, companies can share more rich content with their partners and other digital mediums to help consumers purchase the right product.
Improved Data Syndication Capabilities
With companies selling products through multiple channels online and offline channels, DAMs and PIMs offer capabilities to share product information and assets with these channels without any manual intervention. With companies such as Amazon and eBay starting to list alcohol on their website, companies must ensure that you have the capabilities to share accurate, consistent, and rich product information across all channels. In my experience, delivering a rich omni-channel experience across multiple channels without the right tools can be a daunting task, especially if you listing wines.
In addition to these benefits, alcohol companies also invest in DAMs and PIMs to improve their collaboration and communication with their partners and suppliers. These systems can provide a central location for all of their assets and information, making it easier for them to share and access materials with their partners and suppliers.
Overall, the investment in digital asset management systems and product information management systems can help alcohol companies improve their brand image, ensure accurate product information, streamline their operations, reduce costs, and improve collaboration and communication. While there may be some initial upfront costs involved in implementing these systems, the long-term benefits can be significant for alcohol companies.
Dasun Premadasa is the Founder and CEO of DASCX, the premiere B2B CX consulting firm for manufacturers in Australia. With over two decades of experience including four large CX and digital transformation programs at 4 different manufacturing and automotive firms in Australia, he's one of the best business technology experts for B2B customer experience.