Coca-Cola: relevant data to build out our categories
Coca-Cola has produced, distributed and sold beverages in Belgium and Luxembourg for over 90 years. In addition to well-known brands such as Coca-Cola, Fanta, Sprite, Minute Maid and Aquarius, CocaCola Europacific Partners (CCEP) also distributes and sells Rosport, Viva, Nalu, Monster, CapriSun and Appletiser in Belgium and Luxembourg. This constitutes a total of 20 different brands and 11 million beverages a day. We have been working closely with CCEP's category management for several years now.
How did you end up at Colruyt Group Insights?
CCEP: “The non-alcoholic beverages segment is obviously very important for us and Colruyt Group. That's why we both want to invest in relevant data to enable further growth. There was also a clear commitment to collaborate on a strategic level. CCEP and Colruyt Group apply practically the same philosophy: based on relevant data we make neutral decisions to further develop our categories.”
What was the deciding factor to work with Colruyt Group Insights?
“For us there were two important reasons to collaborate with Colruyt Group Insights. First of all, Colruyt Group Insights shows a clear commitment to our organisation. It's one thing to buy data, but it's another thing to actually do something with the data and create value for our organisation. In addition, the scalability of Colruyt Group Insights' platform is invaluable. With the ability to gain insights from two million households on their non-alcoholic beverage spending patterns, we can make better decisions and respond effectively to our customers' needs.”
“Sharing data is the foundation for deep-rooted trust in each other”
How does Colruyt Group Insights set itself apart?
“We conduct monthly analyses anyway. In case of ad hoc projects, that frequency can be weekly or even daily. Your data is practically real-time. We're able to evaluate promotions at Colruyt Group stores on a daily basis, whereas other platforms only show results after a month. We're able to compare categories, brands and products at a glance. That translation is very powerful.”
Is there a feature you often use?
“We're able to break down sales data into the number of items per receipt. This is very interesting, because it allows us to analyse the relevance of our packaging to meet the needs of Belgian consumers better. The fact that you can make a distinction between physical store visits and online orders is a big bonus too of course. For instance, we have noticed that customers tend to order larger quantities online at Collect&Go. And classic soft drinks score better at Collect&Go. We can really work with these kinds of insights.”
What is Colruyt Group Insights' biggest return?
“Sharing data is the foundation for deep-rooted trust between Colruyt Group and CCEP. It opens up new opportunities and possibilities for both partners, which indirectly provides the biggest return for us. For example, through the insights we gain from Colruyt Group Insights, we've already discovered some gaps in our assortment at Colruyt Group. By filling these gaps, we reach thousands of shoppers and are able to increase our market share. In short, the more data Colruyt Group Insights shares with us, the better we can optimise our collaboration.”