Southern Glazer's was created when Southern Wine and Spirits and Glazer’s merged in 2016. The company rapidly launched a website to reflect the new branding, however, it relied on an external agency to manage the site and make changes. The company decided it needed a more engaging and responsive web experience powered by a content management system (CMS) it controlled. Southern Glazer’s created a team dedicated to rebuilding the website, uniting its career and corporate sites, and introducing a suite of tools to provide total autonomy and data analytics. The company chose to deploy industry-leading Adobe Experience Manager (AEM) and asked Accenture to bring its vision to life.
Southern Glazer’s launched a comprehensive analysis of its existing website, including a wide-ranging survey of internal and external stakeholders. Accenture then collaborated with an external design agency to create a world class web experience and technical implementation. Southern Glazer’s, together with Accenture, embraced agile working methods to deploy a modern, modular and flexible web design that works seamlessly in Adobe. Accenture helped the team decide on a minimum viable product that could deliver on the company’s vision, while leaving room to iterate and evolve post-launch. Despite the COVID-19 pandemic, the new site launched in just five months, within budget.
A valuable difference
With a single, centrally run website uniting its corporate channels, Southern Glazer’s has the autonomy to control its identity and voice. AEM’s modular framework makes it easy to update and adapt content using pre-defined templates that can be modified at the click of a button. AEM also enables data-driven decisions to help the company serve prospective customers, suppliers and employees with the content that keeps them coming back. And with search engine optimized content, in just six weeks after launch the website attracted half the traffic that the previous site did in a full year. Supported by Accenture, Southern Glazer’s will expand AEM’s capabilities and continue transforming its website into a powerful marketing tool.
Supported by Accenture, Southern Glazer’s is committed to expanding its capabilities so that it can continue transforming its website into a powerful marketing tool, able to reach relevant audiences and deliver high value experiences.