Challenge
DTC to bridge the gap
Coca Cola Hellenic Bottling Company (Coca Cola HBC) is one of world's largest bottlers for the Coca-Cola Company serving 600M+ consumers in 28 countries across 3 continents. Coca Cola HBC operates a beverage delivery service called Qwell by Valser which started back in 1961.
Customer behaviour is changing fast. Like most CPG companies who use marketplaces or third-parties, Coca Cola HBC lacked purchasing and consumer data in it's Qwell business, didn’t have a clear understanding of their digital channels and couldn’t reach and interact with their consumers directly.
The aspiration of the company was to be the most convenient and innovative beverage delivery service in the market. In order to do this Coca Cola HBC needed to switch to a full e-ordering digital sales system and gain control over its data and marketing communications. They wanted to move to a DTC (Direct to Consumer) model and platform for its beverage delivery service, Qwell.
Solution
360-degree view of the customer
We provided a holistic integrated solution that expanded their Salesforce ecosystem to create a DTC omnichannel, multi-cloud platform, that integrates ecommerce, marketing and service to create a 360-degree view of the customer.
The platform launch consisted of Salesforce Marketing Cloud, Sales Cloud and Commerce Cloud combined with a reliable delivery service, flexible payment instruments, personalisation and subscription options.
Campaigns, automations and subscriptions are easily set up in-house creating a direct relationship with customers and improving the customer experience. The architecture of the Salesforce cross-cloud solution we designed meant they could quickly roll-out the platform to any new market, helping them to grow.
Result
End-to-end customer journey
Coca Cola HBC's new DTC platform has increased sales, improved product margins and gives valuable consumer data and insights across the whole customer journey.
The platform focuses on residential customers and small offices with up to 50 employees, 645k small businesses and households served.
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