Ei Group partners with Yext to manage online portfolio information

By Stuart Stone

- Last updated on GMT

Centralised source: Ei Group will work with Yext in order to provide accurate, up-to-date public information about pubs in its portfolio
Centralised source: Ei Group will work with Yext in order to provide accurate, up-to-date public information about pubs in its portfolio

Related tags Managing director Search engine optimization

Ei Group has collaborated with digital knowledge management provider Yext in order to maximise the visibility of its portfolio of pubs, improve customer experience and drive footfall through a centralised, online, bank of information on its estate.

Yext knowledge engine is a cloud-based platform that will function as a central source of public information about the group’s portfolio across England and Wales, internal systems, and the Yext PowerListings network of maps, apps, search engines, social media platforms and GPS systems.

It allows companies to manage their digital knowledge in the cloud and sync it to more than 100 services.

Reputation depends on correct info

Ei Group retail concept director Steve de Polo explained: “In this era of digital discovery we’re finding it increasingly difficult to manage and update in real-time the huge volume of public information available about our pubs. 

“It’s crucial that when a customer searches for information about our pubs it is easy to find, correct at every customer touchpoint, and meaningful. 

“Whether that’s location and opening hours, the food and drink it sells or the facilities, consumers expect this information to be correct and we must get it right – our reputation depends on it.” 

Initially, Yext will power data for more than 500 locations across Ei Group’s estate, including its Craft Union Pub Company, Bermondsey Pub Company and Beacon businesses.

This will ensure consistency of information about businesses – including basic information such as addresses, opening hours, payment types, service description, right through to more specific details such as wheelchair accessibility and the beers on tap – menu accessibility, and review monitoring. 

Increased visibility

Jon Buss, managing director of UK & Northern Europe at Yext, added: “Consumers expect correct information from a brand in their moment of need, but managing the public information available and discoverable is an arduous task. 

“Try it and you’ll see what I mean: Google saying a location is closed, Bing saying it’s open, menu data out of date, opening and closing hours incorrect.  Brands can’t afford for this to happen and need to be in control of what consumers see and read about them. 

“Implementing the Yext solution and optimising their digital knowledge for local searches, Ei Group can seize the opportunity to increase visibility of each pub, drive footfall, and enhance the customer experience.”

Founded in 1991, Ei Group currently has more than 4,600 pubs in its portfolio across England and Wales.

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