DB Breweries embraces SAP technology

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New Zealand-based DB Breweries (DB) has deployed SAP’s web channel experience management (WCEM) software to set up a web shop.

The web shop, which went live at the end of November 2011, will provide online ordering for trade customers and is expected to help DB better service customers.

The brewer is collaborating with Australia-based SAP solution and integration specialist, Oxygen Business Solutions, to launch new SAP solutions to improve business efficiency.

DB Breweries Knowledge Management team leader Mike Rawson said the brewery has recently upgraded its core SAP system and is now beginning a program of CRM work to further improve key customer service functions.

“As a result of the web shop going live we now have SAP CRM installed and we are ready to use it to address a number of key sales and marketing processes,” Rawson added.

“All our DB beer products as well as associated merchandise – such as glasses, coasters and other branded items – will be available for ordering online at a time that suits the customer.”

DB is also considering installing SAP CRM functionality to provide field representatives with a user friendly mobile sales application, improve contact centre operations and more easily manage trade promotions, according to Oxygen.