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Bickford’s/Vok Speed to Market Assured with StayinFront Mobile Retail Execution

SYDNEY (March 31, 2014) – Bickford’s Group of Companies, which comprises Bickford’s Australia and sister organisation Vok Beverages, is transforming its sales operations with StayinFront EdgeCG® SaaS (software-as-a-service) CRM and Analytics solution for consumer goods companies and StayinFront TouchCG® for mobile devices.

The two distinct soft drink and alcohol business units of Bickford’s/Vok are operated separately but leverage efficiencies from a shared infrastructure and administration.

Bickford’s sales endeavours were being constrained by the limitations of its existing CRM application and ageing Windows Mobile devices. It required a move to the latest mobility devices for high quality in-store selling. A priority was to reduce the overhead of on-premise servers and software with a shift to a cloud solution.

Chris Illman, Group Marketing Manager at Bickford’s said: “Bickford’s Group of Companies remains proudly independent – privately owned and managed by Australians, however we are competing with global organisations who are resource rich. With StayinFront’s expertise in the FMCG sector and its proven tools, the improved information flow through the organisation will enable better decision making and will ensure we maximise opportunities at the point of purchase.

“The acquisition of the Beenleigh Rum Distillery and Inner Circle Rum Brand, Step Rd Winery and Step Rd brand, along with the Beresford of McLaren Vale brand and the recent announcement of our plan to build a Distillery in the Riverland to produce Black Bottle Brandy are indicative of the Bickford’s Group of Companies’ growth aspirations, which in turn has meant we need to streamline our information flow.”

StayinFront provides fast, reliable SaaS-based deployment. With no development required, Bickford’s Group of Companies will benefit from a reduced TCO with the scalable StayinFront EdgeCG solution.

Reporting agility was a crucial component for Bickford’s/Vok with requirements for greater visibility of information in-field to support better decision making. From sales offices located around Australia, managers have real time access to all data for the production of timely, meaningful reports from StayinFront’s powerful Analytics capabilities.

Bickford’s/Vok is also benefitting from increased efficiency in order processing with automated turn-in orders from the field, sent via XML and email, straight through to wholesalers.

Kerrie-Anne Turner, StayinFront’s APAC Vice President and Managing Director Australia, said: “It is clear from the requirements of our customers like Bickford’s/Vok that the FMCG sector’s technology needs are evolving very quickly. In only a matter of a couple of years, sales teams have moved from paper-based systems to iterations of CRM. We are now experiencing the rapid uptake of our cloud-based ‘out of the box’ industry-specific sales force automation solutions that support the popular mobility devices demanded by employees.”

About Bickford’s Australia –

The Bickford’s brand has stood the test of time, extending on the origins of William & Anne Margaret Bickford. Best known for its prize winning cordials and soft drinks, Bickford’s has extended its portfolio to incorporate new age products. Values of integrity, quality and purity remain true today, present in every Bickford’s product. Celebrating 140 years since the beginning of the aerated waters business, Bickford’s remains proudly independent – privately owned and managed by South Australians.

About Vok Beverages Australia –

Vok Beverages was established in 2002 as an independently owned and operated alcohol company by its current owners and has consistently been one of Australia’s fastest growing beverage companies. As a sister company to Bickford’s Australia, established in 1874, Vok Beverages shares the driving passion for producing outstanding quality beverages. Today, Vok Beverages owns an impressive, highly awarded Portfolio of brands across wine, cider, spirits and ready to drink. Vok Beverages remains proudly independent – privately owned and managed by South Australians.

About StayinFront

StayinFront provides a full suite of mobile, cloud-based field force effectiveness and customer relationship management solutions for consumer goods and life sciences organizations. Companies of all sizes in over 50 countries use StayinFront software to streamline operations and reduce the complexity, time and expense associated with field efforts. Our products provide companies with timely, accurate field data and insight, enabling management to make immediate changes and take steps to improve business and sell more. Headquartered in Fairfield, NJ, USA, StayinFront has offices in the United Kingdom, Ireland, India, Australia, Singapore and New Zealand. For more details visit

Ken Arbadji


Pat Rovner