Southern Glazer’s Overhauls Commercial Model with Hybrid Sales Approach
Event summary
- Southern Glazer’s Wine & Spirits is shifting its commercial service model to a hybrid approach combining field sales, inside sales, and digital commerce.
- The company will designate an additional 1% of its independent customer base to be served by a newly redesigned 'Customer Solutions Team' and its Proof® Commerce platform.
- The realignment will result in a net reduction of approximately 1% of the U.S. workforce, with efforts to place impacted employees into open roles across the organization.
- Southern Glazer’s is leveraging nationwide data and digital tools to create a more effective and efficient solution for customers while maximizing earnings potential for its sales force.
The big picture
Southern Glazer’s is responding to shifting market trends and customer preferences by overhauling its commercial model. The move reflects a broader industry shift towards digital transformation and hybrid sales approaches in the alcohol distribution sector. With operations spanning 47 U.S. markets and Canada, the company’s strategic realignment aims to enhance service efficiency while maximizing earnings potential for its sales force.
What we're watching
- Customer Adaptation
- How independent customers will respond to the hybrid sales model and whether it meets their evolving engagement preferences.
- Operational Efficiency
- The pace at which Southern Glazer’s can integrate data and digital tools to streamline operations and improve service.
- Workforce Transition
- Whether the company can successfully redeploy impacted employees into open roles and maintain sales force retention.
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