Greene King is the leading pub retailer and brewer in the UK with 2,700 pubs, restaurants, and hotels. Wanting to make every customer moment matter, Greene King initially called on VML to help them understand their customers’ journeys across all touchpoints, define future journeys and set out a roadmap to take them there. Over an 18-month period and with a cross functional team of experts VML provided:
- Customer Experience – mapped current and future customer journeys, developed a brand agnostic content framework and social, app and loyalty strategy
- UX & UI - created a design system that gives structural flexibility to 1,000+ Greene King websites (1x corporate, 10+brand and 1000+ pub level)
- People & Process – assessed current capabilities and defined a future operating model and new ways of working to realize the transformation strategy
- Tech, Tooling & Data – documented the existing tech stack and designed a future state architecture, created a measurement strategy, executed DXP & DAM implementation inc. a plan and support across content migration
Following this, Greene King named VML as their strategic partner for digital transformation.
