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Diageo opens 'Customer Collaboration Centre' to help off-trade drive growth

Published:  28 September, 2011

Diageo has opened a 'Customer Collaboration Centre' to help off-trade customers drive growth.

The 'Inspire, Partner and Grow' London based centre is its biggest single capital investment in collaborative customer planning and will utilise insights and learnings gained from a smaller-scale centre which piloted in 2010.

Available to customers all year round, Diageo will tailor sessions specifically for each customer visiting the centre and provide inspiration as to how they can drive growth of their alcohol category.

The centre offers customers a detailed insight into shopper trends, shopper profiles and different drinking occasions, as well as the chance to experience global innovation from Diageo and the thinking behind it.

Using virtual reality technology the centre is split into nine zones, including a 'central workroom' for meetings and presentations, an 'at home' environment, 'the supermarket', 'the bar', 'the convenience store and street scene', 'the cash & carry', 'travel retail', 'the brand experience' and 'the café'.

These interactive areas will facilitate discussions around applying the shopper trends and profiles to the environments that are most relevant for each customer.

The café brings alive the great craft of distillation and brewing process, as well as Diageo's sustainability vision.

Ed Cottrell, head of the Customer Collaboration Centre said it is is truly unique in its scale and provides the content required to meet customers' needs.

"The success of our customers' businesses is an intrinsic part of the way we build our plans for the future and we know that the best way to help them achieve growth for their alcohol category is to develop collaborative plans which helps deliver against this."