DB Breweries deploys SAP web shop

Specialist integrator UXC Oxygen claims it is first in Asia Pacific to implement SAP's latest web channel management system

SAP specialist integrator UXC Oxygen has implemented a customer web shop for DB Breweries, which it claims is the first of its kind in Asia Pacific to use SAP’s latest web channel experience management (WCEM) software.

DB is partnering with Oxygen to roll out several new SAP solutions aimed at improving business efficiency. The web shop, which services DB’s trade customers, went live on time and on budget in December, Oxygen says.

DB’s knowledge management team leader, Mike Rawson, says the brewer recently upgraded its core SAP system and is now commencing a programme of CRM work to further strengthen 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 says the web shop will help DB better service trade customers by providing them with a more direct and consistent means of engagement with the brewer.

“Customers will be able to order from us through the web shop at any time of the day or night – not just during business hours. 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.”

Over the coming months DB plans to further deploy SAP CRM functionality to provide field representatives with a mobile sales application, improve contact centre operations and more easily manage trade promotions.

Rawson says selecting SAP’s latest web technology was a logical step forward for the brewery. “We are an SAP-oriented vendor and we opted for the best technology available. Although the product was untested in the local market, we undertook a proof of concept at the start of the project to ensure we mitigated any potential issues.

“The go-live of the web shop has gone very smoothly and the transaction load is continuing to increase. It has been a successful first step in the implementation of our comprehensive CRM roadmap, and the feedback we are getting from customers and users is very positive.”

Oxygen CEO Stuart Dickinson says the implementation was important for both Oxygen and SAP, who worked together closely to prepare the software for implementation at DB.

“It will be the solution SAP customers turn to if they want a straightforward means of deploying a B2B e-commerce capability that can be easily integrated with their existing financial and customer management functions,” he says.

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