Diageo bolsters its online support to ‘supercharge’ independent operators

Global drinks giant Diageo has announced a revamp of its ‘Diageo One’ online support platform, promising that its new features will help independent operators ‘supercharge’ their businesses.

The free-to-use platform, which can be accessed via desktop, mobile and app, will continue to provide glassware and POS ordering, as well as taking draught installation requests – but these pre-existing features will now be supported by a suite of additional tools and content.

Ahead of this revamp, Diageo engaged with over 1000 independent operators across the off- and on-trade, through focus groups and interviews, to identify their business needs, challenges, and ambitions.

Through this research, it was found that operators were looking for more support, and a platform designed to grow sales. As a result, the new-look Diageo One offers:

  • Direct Diageo support – through the app, operators can ask for and receive help from Diageo staff;
  • Free marketing tools – equipping businesses with ‘everything they need to inspire purchase’;
  • Training materials – free expert advice and resources, to enhance staff knowledge and skills;
  • Category trends – insights and news from the drinks marketplace.

Diageo pledged to ‘continually evolve’ the platform to meet customer needs and ensure all its resources and business supports are helpful and relevant to independent operators.

Strategy & transformation director at Diageo GB, Andy Fell, said: “Diageo is deeply committed to forging strong connections with our customers – supporting them in delivering the best possible service, which drives tangible results.

“This is why we are really excited about the transformation of Diageo One which looks to supercharge businesses with a range of incredible tools,” said Fell. “The platform has a whole range of resources specifically tailored to support our on- and off-trade partners, providing them better access to support and guidance from Diageo than ever before.

“The transformation of Diageo One demonstrates our commitment to providing the best support to independent operators, and enables us to be agile and react quickly to changes in the environment, ensuring we have the tools in place to empower our customers to make strategic decisions that positively impact their businesses.”