Bickford's taps StayinFront for CRM overhaul

CRM vendor StayinFront has won a contract to provide cloud- and mobile-based CRM and analytics systems for Australia's Bickford's group of beverage companies.

The vendor will supply its StayinFront EdgeCG SaaS and StayinFront TouchCG mobile CRM and analytics platforms to Bickford's.

The Bickford's group - which consists of soft drink company Bickford's Australia and alcohol producer Vok Beverages - is upgrading its existing CRM systems as it seeks to adapt new mobile devices to improve in-store selling.

The company decided to adopt a cloud-based platform to reduce the overhead of on-premise servers and software.

Bickford's group marketing manager Chris Illman said that for a company in the fast moving consumer goods (FMCG) sector, reporting speed and agility were key considerations when selecting a new CRM system.

StayinFront is headquartered in the US and has offices in Australia, New Zealand, the UK, Ireland, India and Singapore. The company has served customers in over 65 countries.

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