William Grant & Sons launches new e-commerce platform Clink*
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A FAMILY-OWNED Speyside distiller has launched a new trend-driven e-commerce platform, offering consumers a personalised experience, as part of its digital transformation.
Glenfiddich and The Balvenie owner William Grant & Sons this week launched Clink*, which gives online consumers direct access to the pick of the company’s portfolio of spirits along with cocktail recipes, ingredients, serving suggestions and gift ideas.
The e-commerce team at William Grant & Sons has built on the company's experience of the shift to online buying to develop Clink* as an education, purchasing and fulfilment platform that will evolve as it learns from patterns in consumer interest and behaviour.
Dominic Parfitt, head of e-commerce, said: "The Clink* platform will be adapted based on our understanding of consumers’ interests, needs and choices.
"This means that the range of brands, information and content will remain topical, relevant and personalised to specific moments, eventually including the ingredients for customers’ drink and cocktail needs available in one transaction.
"The continuing lessons we learn about consumers’ tastes and buying patterns will help us design and develop new products, exclusive launches, events, partnerships and behind-the-scenes access to our distilleries, plus tastings hosted by our brand ambassador teams.
"Our industry-leading launch of Clink* is another example of how a fifth-generation family-owned business with more than 130 years’ distilling experience is maintaining its relevance and appeal to discerning consumers."
The company has seen sharp increases in the proportion of revenue coming through e-commerce.
Mr Parfitt added: "This new offering will form a key part of our digital transformation and e-commerce journey, which will enable us to become a more consumer-centric business for generations to come."
Clink*, available at www.clinkspirit.com, will continue to be optimised over the next few months in preparation for a full consumer launch later in the year.
