Case Study

PIMM'S

In 2011, the global drinks giant Diageo approached D2F with a brief to build a brand new B2C platform for one of their many flagship brands, PIMM’S. The focus was to engage their consumers and open an untraditional and previously unexplored retail channel for a PIMMS range of branded merchandise usually reserved for Point of Sale.

The solution needed to be end to end, incorporating the technical build for the online consumer experience, ongoing platform/order management and finally the fulfilment and delivery of consumer orders. PIMM’S also wanted to understand the profile of their consumer and purchasing habits requiring an analytical reporting function.

The Solution

D2F were awarded the PIMM’S retail licence and built a fully functioning bespoke consumer facing webshop integrated into the main PIMM’S brand webpage (anyoneforpimms.com). D2F managed and still do, the transactional basket orders taking payments, storing the PIMM’S merchandise and despatching the individual consumer orders directly. The end to end solution was, and still is executed from within the D2F premises. In addition to the solution, there’s a dedicated D2F customer services team which supports the PIMM’S site ongoing, and a reporting function which delivers analytical sales data.

The evolution of the site has seen the warehouse at D2F earn its alcohol retail license. As of summer 2015, the full range of PIMM’S (alcohol) was added, making the site a truly ‘one stop shop’ for the consumer. The range of PIMM’S is not readily available in all high street shops, so the platform has become a single hub for PIMM’S ‘Adorers’ who can buy their favourite merchandise alongside their favourite PIMM’S drink!

Results

The result is a platform that has a profitable return but more importantly, it extends the reach of the brand to the consumer. Targeted marketing through social media and national press supported by PIMM’S has seen a positive impact on sales and an increase in traffic on the brand website. It’s also become a successful outlet for redundant or surplus POS merchandise which has a retail appeal. Whilst the POS marketing collateral is still very much a promotional tool for Trade, it has now become a viable revenue stream at a consumer retail level for PIMM’S.

PIMM’S are constantly gaining learnings from the shop and its consumers using the platform to help promote campaigns or associated events. The flexibility of the shop allows managed maintenance and updates to be made easily ensuring the brand can make changes and amends at a moment’s notice. But, overall the shop stands on its own two feet as a competitive retail outlet, with considered offers targeting occasions and seasonal events, managed and controlled from one centralised location at D2F.