A refreshing digital transformation
Neverfail Spring Water is a great Australian success story. The business was created in 1987 by a New South Wales entrepreneur called Harry Hilliam and his family. They lived on the Hawkesbury River and boasted a natural spring water source so reliable they called it Neverfail, because it “never failed to produce water, no matter how dry it got.” At that time nobody was selling bulk bottled water directly to customers, but Harry started delivering it from the back of his truck. In 2003, Neverfail was purchased by Coca-Cola Amatil (Amatil) and is now “Australia’s #1 Spring Water Cooler brand.”
Amatil is one of the largest bottlers of non-alcoholic ready-to-drink beverages in the Asia-Pacific region. It is Amatil’s mission to refresh everyone, every day, everywhere. In addition to the four iconic Coca-Cola products, their portfolio includes Sprite, Fanta, Lift, Mount Franklin, Pump, Powerade, Barista Bros, Grinders Coffee, SimpliciTea and distribution agreements for Monster and Mother.
Today, Neverfail has over 70,000 customers and 130 independently owned local distributors. Their core product is natural spring water delivered in returnable 15-litre or 11-litre bottles and the renting of water coolers for use in homes and businesses throughout Australia. They also deliver a number of other hydration solutions including water filters and one-way bulk water.
But in 2015, facing softening sales and a lack of focus and investment from the broader Amatil business, the Neverfail business was at a crossroads. Should Amatil sell it or invest further in it? After an extensive review, an executive decision was made to refresh and invest in the Neverfail business, including the creation a new Neverfail leadership team, with the objective of transforming and improving every aspect of the business. In the digital space, their e-commerce website was outdated and confusing, with low online sales. Amatil had a strong desire to use online technology to acquire and retain customers.
At the Magento Live conference, Nicole Crivelli, National Digital Marketing and E-commerce Manager for Amatil, listened to stories about Magento implementations within the Coca-Cola Company and realised that Commerce Cloud was the best choice for the Neverfail business, which operated independently from the broader Amatil business. Together with eWave, an enterprise solution provider, the team started a mission to relaunch the Neverfail e-commerce operation.