Southern Glazers - Proof — Remy Martin

Southern Glazer’s Proof e-Commerce

About the company

Southern Glazer’s Wine & Spirits (Southern Glazer’s)–the world’s preeminent distributor of beverage alcohol–today announced its industry-leading B2B eCommerce platform, Proof™, has generated more than $1 billion in revenue and is now serving more than 100,000 customers since its launch in 2019. The Proof™ platform, which is now live in 28 U.S. markets (27 states, plus Washington, D.C.), is transforming the way Southern Glazer’s sales team connects with and assists its customers, while also enabling restaurants, bars, retail stores and other beverage-focused organizations to purchase products, make payments, check on their orders, and manage their business in a safe, contactless way.

This case study will focus on select features that I lead during my time.

Role

Experience Lead

Timeline

6 months

Challenge for Multi-Account buying

Highly complex business rules and logic
Varying degree of federal & state laws
Niche buying patterns for different types of customers (Restaurants vs Retail Store)
Validate this feature to the business from a value/cost perspective as it is has a high level of effort to build

Goals

Improve CX/UX flow of ordering for multi-accounts
Reduce checkout time
Increase AVG cart dollar amount

Research

Worked closely with VOC and Research to gather and identify customer pain points
Validate process and flows with customers
Google Analytics/Big Query/SurveyMonkey

Learnings

Users now had a slight learning curve which didn’t reduce checkout times but did overall simplify it
Checking out in one session was not the primary way users shopped for multi-accounts vs single account users, had to create a way to “save cart” which added complexity