Our industry-leading commercial capabilities include a game-changing approach to revenue growth management, which makes our business more sustainable and profitable.
By improving revenue growth management, we aim to maximise value from every transaction. Our new revenue growth management framework, developed in partnership with The Coca-Cola Company, makes better use of big data and advanced analytics, giving us deep insight across different channels, customers and types of shoppers. This has led to fundamental changes in planning, and it empowers our markets to make the right strategic decisions.
In the last few years, we have continued to expand our portfolio and make it more consumer centric, along with an increased focus on consumer occasions. At the same time, we have striven to improve category and package mix, focusing on portfolio premiumisation, brand stratification and growing sales of single-serve packages.
As our Revenue Growth Management approach is analytically intensive, it requires the right tools to be supported by our systems. To embed this model, we have equipped our business units with various analytical tools which are fully integrated with our digital environment. Our business developers can now use advanced pricing and assortment optimisation tools which are allowing us to make the right strategic decisions.
Leveraging technology for better Execution
Our route-to-market approach converts our strategy into excellent execution at every point of sale. Increasingly, new technology frees up time needed by our sales force to focus on channel and product specialisation. We have equipped our sales teams with a sales force automation tool, which helps our people provide the very best service quality. This platform uses a range of customer data, including from connected coolers, suggesting activities with the biggest impact for each customer visit, and recommending products and quantities to be ordered whilst reducing administrative tasks.
We have increased our investment in coolers over the past few years. This investment serves to drive immediate consumption and increases revenue per case. At the same time, we are building a network of connected coolers, which are now present in all of our 28 markets. This technology automatically keeps track of inventory and supports promotional messaging to consumers within close range.
In 2019, we launched Coca-Cola HBC’s first service brand, Qwell by Valser, for delivery in Switzerland. The project includes a web-based ordering platform and app. In many of our markets, we have improved online ordering and self-service functionality for customers with a solution that fully integrates SAP platforms with Coca-Cola HBC back-end systems. This streamlines both ordering and processes for cooler servicing, financial claims and order tracking.
Our focus is on expanding the rollout of this solution to additional markets and further improving customers’ online shopping experience with options for email marketing campaigns and product proposals.
