finance

William Grant & Sons reveals 'self-learning' e-commerce platform



William Grant & Sons has launched a new e-commerce platform that gives consumers direct access to its portfolio of spirits, alongside cocktail recipes, ingredients and serving suggestions.

Clink* has been built on the company’s experience following the shift to online buying behaviour to develop it.

The North Lanarkshire-based spirits group calls it an end-to-end education, selection, purchasing and fulfilment portal that evolves as it learns from patterns in consumer interest.

William Grant & Sons explained that by monitoring online search behaviours, Clink* will match current trends to drinks selections, serving recommendations and consumer experiences.

It has been developed in collaboration with THG Ingenuity and will continue to be optimised during the next few months in preparation for a full consumer launch later in the year.

Dominic Parfitt, head of e-commerce at William Grant & Sons, said: “The continuing lessons we learn about consumers’ tastes and buying patterns will help us design and develop new products, exclusive launches, events, and partnerships.

“This new offering will form a key part of our digital transformation and e-commerce journey, which will enable us to become a more consumer centric business for generations to come.”

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