B2B engagement through design and digital efficiency

To better serve this growing and strategically important segment, Coles Liquor launched Liquor Connection (previously Coles Liquor Corporate) – a dedicated B2B platform designed to streamline the ordering experience, enhance brand differentiation, and meet the evolving needs of corporate customers.

The background

While Coles Liquor had long offered services to corporate clients, its B2B capabilities were constrained by legacy tools, limited digital interfaces, and a brand identity that was closely tied to its retail arm. The corporate customer journey lacked distinction, clarity, and the tailored experience that enterprise buyers increasingly expect.

As the business matured and demand for B2B services grew, Coles Liquor saw a critical opportunity to reimagine its corporate offering through a purpose-built digital platform that could support scale, efficiency, and brand separation from its consumer presence.

Partnering with NOW Digital, Coles Liquor aimed to develop an upgraded platform that would rebrand its B2B presence, enhance the digital experience, and integrate with internal systems to support business growth without increasing operational costs.

The challenge

The challenge was to create a distinct B2B experience that felt purpose-built and professional while remaining consistent with the broader Liquorland brand ecosystem. This required:

• A rebrand that would resonate with business users and differentiate the corporate offering from retail.
• Leveraging the Coles Liquor design system to reflect the new identity while utilising existing assets for speed and consistency.
• A seamless and scalable ordering experience that could support repeat corporate orders, large accounts, and high-volume transactions.

Above all, the new Liquor Connection platform needed to deliver value fast and elevate the customer experience while setting a solid foundation for future growth.

The solution

NOW Digital collaborated with Coles Liquor to deliver a rebranded and rearchitected B2B platform designed specifically for the corporate liquor buyer.

Design system with a distinct look and feel

A tailored design system was developed to ensure brand consistency, ease of maintenance, and design scalability. While aligned with Coles Group standards, Liquor Connection was given a unique interface style that prioritised clarity, accessibility, and professionalism. This approach allowed rapid design and development cycles while still creating a site that felt fresh and exclusive.

B2B-optimised user experience

• Clean, intuitive interface for product discovery and ordering
• Simplified navigation and tailored user flows for business customers
• Quick reorder functionality and saved favourites for repeat purchases
• Integration with existing backend systems to support order fulfilment and customer accounts

Operational efficiency and scalability

Built with a modular, flexible framework, the platform delivers enhanced capabilities without introducing process-heavy overhead. Product and content updates are streamlined, and the site can scale to support additional business logic, user groups, or service expansions as needed.