A 24-hour brewer store

A 24-hour brewer store

DB implements SAP tech to provide online ordering for trade customers

DB Breweries has deployed SAP’s web channel experience management software to create a web shop for its trade customers, the first such implementation in the Asia Pacific Region, according to SAP.

“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,” says Mike Rawson, knowledge management team leader at DB.

Rawson says associated merchandise such as glasses, coasters and other branded items can also be ordered through the web shop, which went live in December.

DB worked with SAP integration specialist Oxygen for the web shop, which it says is one of a range of ongoing business technology deployments.

Rawson says the brewer recently upgraded its core SAP system and is now working on a CRM programme.

“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.”

Over the coming months DB plans to deploy SAP CRM which field staff can use on their mobile devices.

Rawson says the SAP product was "untested" locally but DB undertook a proof of concept at the start of the project to mitigate potential issues.

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