In this episode of Add to Cart, Nathan sits down with Erin Williamson and Damien Smith of Paramount Retail, the team behind well-known brands BoozeBud and Barrel & Batch, to discuss the transformation of their business over the past two years.
As part of the Paramount Retail group, Erin and Damien have been hard at working hard to solidify their foothold in the competitive online alcohol market. They discuss their journey of streamlining operations, adapting to changing market conditions and expanding into new sales channels, including a leap into physical retail. By simplifying their internal processes, introducing next-day delivery, and thinking strategically about their approach to retail, they are positioning BoozeBud and Barrel & Batch for future growth and success.
Simplify for Success
One of the most significant steps Paramount Retail took was simplifying its internal operations, particularly with BoozeBud. Previously, BoozeBud operated with a complex in-house development team and a custom-built platform. However, this model proved expensive and challenging to maintain, especially when the business faced time and budget constraints.
“It was basically a race against time to get the business to a point of sustainability… BoozeBud had a big internal development team, and that can be quite expensive. We quickly moved to Shopify, and it’s a much simpler business now.”
The decision to simplify allowed BoozeBud to reduce costs, streamline processes and improve the overall customer experience. By moving to Shopify, they were able to run two websites for the budget of one, and the platform provided the necessary agility to keep up with market demands. Damien noted that customers have responded positively to the change, as the new site has better functionality, resulting in higher conversion rates.
“It worked well from a customer perspective…The old site could be a bit challenging for new customers. Now the conversion rate’s better, and we get a lot of positive feedback through customer surveys.”
This shift shows the power of simplicity. By cutting down on complexity, BoozeBud was able to focus on what matters most—growth and customer satisfaction.
Next-Day Delivery: Convenience That Keeps You Coming Back
Next-day delivery has become a crucial part of the competitive edge for many online retailers, and Paramount Retail is no exception. By partnering with Deliver In Person, BoozBud is trialling next-day delivery in Sydney, adding a new layer of convenience for their customers. Damien revealed the importance of providing transparency and certainty in the delivery process
“It’s all about building trust with the customer. They want to know when they’re getting their stuff, and we’re working to provide that transparency right from the cart stage.”
What’s interesting is how Paramount Retail has approached next-day delivery. Despite the challenges involved with logistics, including managing two warehouses in different cities, they’ve found a way to offer this competitive service.
“We’re trialling next-day delivery with Deliver In Person in Sydney. Customers don’t know they’re getting next-day delivery—it’s a little surprise we’re throwing their way.”
The trial has gone smoothly, proving that for e-commerce businesses considering next-day delivery, it might not be as prohibitive as it seems—especially with the right logistics partner.
Paramount’s venue into next-day delivery has also tapped into an important aspect of customer expectations – not just speed, but reliability and clear communication. Erin emphasised that many of their customers prioritise these things more than receiving their orders within hours.
“Our customers don’t need alcohol in the next hour. They’re planners. They care more about knowing when it’s coming and making sure it’s not delivered at an inconvenient time”.
With the world of ecommerce so often obsessed with speed of delivery, this is an important reminder that customer expectations are more nuanced. Customers not only value speed, but the certainty of when their package will arrive. This insight has allowed Paramount Retail to deliver convenience on the customer’s terms, building greater trust and satisfaction.
Physical Retail with Purpose
While many e-commerce brands have traditionally expanded into physical retail for brand presence and experiential marketing, Paramount Retail has another reason to explore brick-and-mortar. Their upcoming launch of BottleStop, a chain of physical stores, is driven by a focus on utility and foot traffic, rather than brand-building.
“We’re launching corporate-owned stores for both brands, BoozeBud and Barrel & Batch. The idea is simple—customers want convenience…It’s less about creating a branding exercise and more about offering a seamless, real-world shopping option that complements our online presence.”
This distinction is crucial because Paramount Retail is prioritising location and accessibility for their brands, aiming to capture customers who are motivated by convenience. Erin emphasised the importance of choosing locations based on thorough demographic research and site accessibility, rather than simply for marketing exposure.
“We’re very strategic about store placement—what’s the access like? Is it on a thoroughfare? What’s the competition like? It’s about making sure our physical stores drive results, not just visibility.”
By approaching physical retail as a utility exercise rather than purely a branding effort, Paramount Retail is ensuring that these new locations add real value to the business, offering customers an easy and reliable way to shop in person.
The Winning Formula Behind Paramount Retail’s Transformation
Erin Williamson and Damien Smith’s approach to transforming Paramount Retail provides a strong roadmap for success in the highly competitive online alcohol market. From simplifying their tech stack and trialling next-day delivery, to expanding into physical retail with a focus on utility, their strategy is centred around adaptability, operational efficiency and a deep understanding of their customer base.
As Paramount Retail continues to grow its physical presence through BottleStop and enhance its logistics capabilities, they are proving that a streamlined, customer-first approach is key to thriving in today’s evolving market. Their journey offers valuable insights for any e-commerce business looking to scale, innovate and meet customer demands across both online and offline channels.
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