Our route-to-market approach is about converting our strategy into excellent execution at every point of sale. In line with our improving portfolio, we are continuously strengthening our route to market and partnering with our customers to bring our 24/7 portfolio into the hands of our consumers faster and with greater efficiency.
A broader portfolio requires greater sales force specialisation, with dedicated teams for the premium Hotels, Restaurants and Cafes (HoReCa) channel for example, and this is an important part of how we activate these great brands in the market.
Our route to market is increasingly segmented to offer more customer service options, aiming to capture the full potential of each individual outlet rather than just the channel.
Our targeted and segmented way of serving our customers, with an appropriate level of sales force specialisation and combined with the utilisation of new technologies, gives us a competitive advantage to win in the marketplace.
Capturing growth opportunities requires more than a strong product portfolio. It is equally necessary to have excellence in execution, successfully serving every customer through every outlet for every occasion, 24/7.
Our success is dependent on the success of our customers. When our customers are able to generate profits by selling our products, they demand more products from an expanded range. Joint value creation is therefore key to both category and market share expansion as well as profitable growth.
Leveraging technology for better Execution
Our industry-leading commercial capabilities also include excellent sales execution, which lets us offer the right range of products and services to our customers while remaining cost competitive.
Our route-to-market approach converts our strategy into excellent execution at every point of sale. 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 order to improve our in-store execution we have deployed image recognition technology. 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.
Sales force specialization
By segmenting our customers and introducing dedicated sales teams specialising in specific channels, we are unlocking the potential of our 24/7 portfolio.
We start by understanding the total universe of outlets, defining different service levels and contact options and optimizing customer visits by channel and segment. This process helps us determine the right level of specialisation so that we deploy the right number of business developers. In big cities, we have launched dedicated teams serving HoReCa key accounts and wholesalers, as well as ambassadors for coffee and premium spirits. Meanwhile, our business developers in rural areas are responsible for a mix of customers and products.
Our customers are also developing their own offerings. The HoReCa channel remains a key focus, as it is pivotal in driving premiumisation and building the right consumer experience around our brands. We leverage the expertise of our centres of excellence in Croatia and Greece to build a shared value proposition, provide a bespoke service to our customers and capitalise on available synergies.