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Pub operator Punch Taverns launches new B2B ecommerce platform

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Publicans can now stock up using a new B2B ecommerce platform that has given pub operator Punch Taverns a single view of the customer across its sales channels.

Staff at the 3,500 bars and pubs operated by Punch Taverns can now use the new system, built on Magento Enterprise by commerce consultancy Salmon , to shop for supplies across channels.

The Punch Buying Club website and call centre solution have now been replaced with one new digital platform. Alongside this, Salmon designed a new web-based solution to enable call centre staff to take orders. Effectively, says Salmon, Punch now has one website with two front ends – one for clients and one for call centre representatives.

David Moulton-Bark, head of infrastructure and service delivery at Punch Taverns, said: “Our aim was to enhance the multichannel experience for our publicans across device and implement a more manageable system across the business. With our new bespoke Order Management System (OMS) – which is coordinating our customers experience across sales and fulfilment channels – we are managing our omnichannel operations far more effectively. Salmon’s best in class service will be a game changer.”

Innovations include a persistent basket that flows across the site to allow customers to log on from anywhere and on any device. Integration of the DataCash payment processing gateway, enables secure multichannel payment processing. Salmon says that by consolidating the systems, promotions and product offers have improved. Customers have a personalised view of their account, outlet and deliveries and can book depot collections.

Iain Devine, commercial director at Salmon, said: “We’ve really customised what is predominantly a B2C Order Management System for a B2B client to meet their needs and it’s possibly the first time the Magento platform has ever been used in this way. Punch now has one view across all their channels and the intelligence to distribute orders to the right fulfilment location, resulting in increased efficiency and a great customer experience.”

The new website, which Salmon will support on a five-year contract, is hosted by Rackspace on Amazon Web Services (AWS) Cloud.

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