Bertrand Bastien
New Business Ventures Director, Pernod Ricard
An innovative app brings together brands, wholesalers and traditional trade outlets to grow sales and profits through increased data visibility all along the distribution layers.
More than half of fast-moving consumer goods (FMCG) businesses rely on sales generated by traditional trade outlets. Pernod Ricard decided to build a new venture, helping brands from any company to increase their reach in this universe while helping wholesalers and traditional trade outlets grow.
iData unlocking additional sales and profit
Easy24 uses the order process between traditional trade outlets (mom-and-pop, pubs, restaurants, etc.) and their favourite distributor to offer data-driven insights and visibility options to FMCG brands.
Figures show a +3% to +7% profit increase for brands, a +25% increase in purchase frequency and a +10% increase in average baskets from wholesalers to trade outlets. From optimising pricing through real-time tests or automating personalised recommendations, the app turns the ordering process into business benefits for all. Transactions worth over 200 million euros have gone through the platform in just the last 12 months.
(Easy24) allows wholesalers and trade outlets, such as mom-and-pop or pubs, to automate low added-value tasks while benefiting from data-driven recommendations.
Smart ordering app open to all brands
Pernod Ricard created this one-stop-shop ordering app, aiming to help the different layers of the FMCG distribution industry to better leverage data and AI.
Bertrand Bastien, New Business Ventures Director, explains that the Easy24 app is available to all. “It allows wholesalers and trade outlets, such as mom-and-pop or pubs, to automate low added-value tasks while benefiting from data-driven recommendations.
“Let’s take the example of a bar owner. When they close the bar, say, at 3 am, they can see what they are missing in their stock; but to re-order, they need to wait for the call centre to open or the distributor sales rep to visit,” adds Bastien. “Now, they can place the order right away, make fewer mistakes and get AI-powered recommendations on assortment.”
Trade outlets can also be made aware of available promotions and place their order however they prefer (voice message, written note, app order, etc.). Meanwhile, it goes instantly to their distributor.
Big ambition to go further
Launched in Mexico in 2020, and expanding into four more countries, Easy24 received hundreds of favourable reviews, following consultations with the trade.
“They all mention the added value, business creation, plus the ability to reach more customers and better serve their customers while leveraging and managing data,” adds Bastien. The user-centric app is live in Mexico, Colombia, South Africa, Spain and Singapore, with plans to extend its footprint.