- Case Studies
Fish and Seafood Always Well-Presented
Anyone who likes to eat fish knows them: COSTA’s frozen products. According to a TNS Infratest study, the brand awareness of COSTA is 86% (source: TNX Infratest 2014). This value should climb even higher. But precisely in the freezer section, there are many offerings, for in addition to COSTA, there are numerous other providers of fish and seafood.
Studies have shown that the customer usually decides on a product only at the point of sale. Therefore, the products must be positioned appealingly in the supermarket and there must always be sufficient quantities on hand. For only optimized product lines generate more sales. To ensure this, COSTA employees check the point of sale offerings on a regular basis.
Each Costa sales representative is assigned several supermarkets, which he visits regularly. In the past, he used forms in which he entered all relevant data. After the visit, the data was entered into the system and evaluated. Today, this is much easier: with the mobile store check in SAP Cloud for Customers. The employee checks the offer in the supermarket for the following criteria and enters them in the system on a mobile basis:
During the store check, the data is entered into the SAP Cloud for Customer system on the go and processed there. At the touch of a button, it is possible to generate historical comparison data. Thus the employee sees right away how the positioning has changed over the course of time, whether improvement is visible or whether measures should be taken.
Director of IT/Organisation, apetito AG
”The consumer usually makes his final purchase decision only at the point of sale. It is therefore important for us to check how are goods are presented in the supermarket. The store check has simplified many things. Manual processes now run automatically. The data is entered into the Cloud system on-site and it is available immediately for further evaluations. Therefore we can take measures immediately if the presentation and positioning of our products is not the way we want it.“