Reyes Beverages Group increases sales by 22%

Leaders in beer distribution

Reyes Beverage Group (RBG) provide thousands of customer organizations unfettered access to the freshest, coolest beer choices – making the arduous process of tank-to-table logistics nice and fluid.

Thanks to their focus on continuously seeking to add value to the brewing industry’s supply chain, RBG are constantly looking for a competitive advantage in an industry soaked with competitors.

Operating out of 23 warehouses across the United States, they provide the largest assortment of beers including household brands such as Heineken, Corona Extra and Coors Light.

Making it easier for wholesale customers

In order to remain top of their game, Reyes had a view to modernize their customer ordering platform. This consisted of making it easier for wholesale customers to get what they need with less hassle, more convenience, and increased self-sufficiency. While an existing system was in place, it was clunky, and adoption rates were low. Customers tended to go around the portal and call on Account Managers directly.

After evaluating other platforms, Reyes Beverages Group chose Optimizely to support their ambitions; a faster, easier, and more efficient ordering process for their customers - handing account managers more time to work their magic and less time administrating orders. The Optimizely Digital Experience Platform enables Reyes the ability to scale and support the marketing team through its ease of use.

RBG teamed with Optimizely Premium Partner Verndale, working seamlessly to transform the existing, aging installation. The view was an updated, more refreshing beerline.com system, providing customers with an advanced user experience, and the most efficient means to create orders and monitor their accounts online.

To top it all off, Verndale integrated RBG’s back office systems directly into the new system to enable more control over pricing and inventory, providing 360-degree coverage on the backend ordering process.

The powerful capabilities of the Optimizely Digital Experience Platform have allowed Reyes customer network, of over 70,000 retail accounts, access to an advance user experience, with the most efficient means to create orders and monitor their accounts.

Deploying Optimizely Commerce has led to an 18% increase in usership for the Chicago based beverages distributor. This is complemented by a 28% increase in product pages views, indicating stronger than previous engagement and interaction.

Shopping cart pageviews increased by 22% showing a trend towards visitors moving through the cart to convert at an improved rate. By deploying the Optimizely Digital Experiencej Platform, Reyes have encountered a 7% increase in internal site search usage.

Reyes and Verndale worked in a co-development fashion to deliver an elevated design and user experience. The updated experience allows customers to find what they need quicker and the ability to order fast. Reyes Beverage Group now have a solid, scalable platform that accommodates aggressive growth and supports the seamless addition of properties into the platform.

With its updated digital infrastructure, Reyes will continue personalizing the buying experience for customers. Using more complex personalization combined with Optimizely’s artificial intelligence will allow for real-time upselling and cross-selling opportunities. All this while trying to stay ahead of customer’s needs and presenting them with their orders before they know what they need is the long-term vision.

Another area of future focus will be to expand its multilingual offering – adding an even more personalized experience to customers as they expand their territories. Live chat and voice enablement are also in Reyes’ future plans to enhance the customer experience.