The closure of bars and restaurants at the start of the COVID-19 pandemic meant demand at alcoholic beverage merchants, which were designated as essential retailers, spiked just as hard as it did for grocery retailers. These retailers also had to contend with a similarly sudden shift toward ecommerce - which in the case of ABC Fine Wine & Spirits meant a 2,000% YoY increase between early spring and mid-summer.
To manage the rapid jump in demand, the retailer created a new position and leaned into its partnership with Oracle to bring BOPIS, delivery and retail omnichannel capabilities up to speed in a hurry. The effort paid off, and ABC is continuing to refine its efforts amid positive customer response to its initial ecommerce pivot.
Sean Kelly, VP and Chief Marketing Officer at ABC Fine Wine & Spirits, shares the steps the retailer took to quickly adapt its operations in this interview.