Number using Connect ordering system doubles
One year on since its launch, Diageo Ireland reports that the number of publicans now using ‘Connect’, its online ordering system, has nearly doubled.
Print28 August 2013
Since the system went live on 1st June last year, just over 2,000 publicans have opted to use Diageo’s state-of-the-art online ordering platform.
And the number of those deciding to migrate to the ‘Connect’ system is likely to grow significantly in the next couple of years, especially with the spread of WiFi. Diageo Ireland’s research has found WiFi to be present in 68% of outlets now compared to just 55% in 2011.
“I’d like to see it grow to 4,000, which is totally achievable with the rolling-out of WiFi etc,” commented Ciaran Budds, Diageo’s Commercial Effectiveness Director, responsible for introducing the new system, when I joined him for a practical demonstration in one of the participating pubs.
Connect has indeed proved ideal for pubs, allowing publicans to place orders at any time of the day or night. And they can also access their ordering history going back more than 12 months.
“We get around 1,500 queries a year where somebody’s looking for a copy of a statement or an invoice” explained Ciaran, “generally because the accountant is looking for it. Now, the accountant can be given the login password to simply pull down the relevant information and transfer it to his own computer or print it out. They can now see the full suite of paperwork from invoices to credit and debit notes.”
Connect’s advantage is that it’s both paperless and secure and the feedback from publicans and their accountants has been hugely positive, he says.
“The online history gives the publican the option of seeing what was being ordered at this time last year,” pointed out Ciaran who can recall two customers looking for copies of their invoices on Christmas Day last year.
Publicans seem to prefer a ‘just-in-time’ system for Monday morning delivery after a busy weekend, it seems. Some 25% to 35% of orders are placed out of ‘office’ hours at present, especially on weekends.
Gareth McHugh of The Wishing Well in Blackrock has been using Connect for the past six months.
Using his iPad he can place his order from anywhere in the pub, even from the cold room and he can also use the system early in the morning, late at night or even while away on holidays, he tells me.
“There were a few teething problems initially but these were sorted out quickly in response to the suggestions given,” said Garret, adding, “The visuals have improved enormously too.”
Ideally, Gareth would like to see this system help drive more footfall into his pub, perhaps through having the ability to order promotions for some brands, for Diageo certainly has the ability to send out prepared promotional kits for different brands.
Developing Connect
“We want customers to be more aware of what’s going on in this field,” agreed Ciaran, “We’re looking towards a more ‘live’ interaction online on this site.”
He hopes to turn Connect from a straightforward ordering tool into a selling tool for Diageo’s customers “…so that they can plan their business around that”.
Next year publicans will have Connect in the palm of their hand via mobile smartphones as the site’s physical appearance continues to develop, leading to publicans having not only a better knowledge of the company’s brands but what’s happening with them in the market too, says Ciaran.
Diageo Ireland also wants to find out what information publicans would find useful to have on the Connect platform.
And as an incentive, anyone who’s a regular user of Diageo Connect (by placing over 75% of their orders online via Connect) will get a year’s supply of Guinness glassware free and other promotional material will also soon be also be available via the online platform.
It’s possible that Gareth McHugh may have to join a queue…..
From left: Gareth McHugh & Ciaran Budds discuss the advantages of using Diageo Ireland’s Connect online ordering system in The Wishing Well, Blackrock.
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