Southern Glazer’s Overhauls U.S. Commercial Model With Hybrid Sales Strategy
Southern Glazer’s Wine & Spirits is overhauling its commercial service model for its U.S. network, refining its sales approach.
As part of this, the beverage distributor has invested in the digital capabilities of its Proof Sales and Commerce platform, providing sales personnel and customers with improved access to data.
The commercial shift also includes expansion of a newly redesigned inside sales team that will now serve an additional 1% of Southern Glazer's independent customers.
These changes will provide certain independent customers with a hybrid approach that combines field sales, inside sales and digital commerce so the company can better adapt to shifting market trends and customer engagement patterns.
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“The marketplace is clearly signaling us to think differently about how we operate and best serve a portion of independent customers,” Wayne E. Chaplin, president and CEO, said in a statement. “We are redirecting our resources where the business is moving toward areas of growth, all while listening to our customers and individual markets to satisfy their needs and using AI to help us adapt to a changing market."
Chaplin said the hybrid approach will create "a more responsive and effective customer support model, while improving the earning opportunity and retention for our talented commercial sales organization."
The realignment is expected to result in the layoff of 1% of Southern Glazer's U.S. commercial workforce.
