Homepage ABOUT US CASE STUDIES CAREERS NEWS & EVENTS SUPPORT LOCATIONS CONTACT CUSTOMER ASSOCIATION ASPECTS LOGIN Français English Deutsch Русский Srpski Slovenski Croatian Svenska ไทย (Thailand) Retailers Manufacturers Solutions Successes Partners Communities Blog HOMESUCCESSESFRUCOR FRUCOR Frucor Beverages Turns Data into Site-Specifc Planning with Symphony EYC Space Optimization BACKGROUND In its roughly fifty year history, Frucor has grown from a small New Zealand juice business to become a leading Australian drinks company and the market leader for energy drinks in Australian and New Zealand. In 2009, Frucor was acquired by Suntory Group, a leading Japanese beverage and food company. Today, the company employs over 800 individuals. Frucor’s juices, energy drinks, waters, and soft drinks are sold in markets household names throughout Australia and New Zealand. Its engergy drink ‘V’ can be found in coolers throughout Europe and the U.K. CHALLENGE Frucor needed an efficient way to utilize its unique demographic intelligence to produce store specific and cluster level planograms for Frucor owned fridges in convenience retail outlets. With ready access to the data, Frucor had no way to translate that data into planograms their independent customers could use. Adrian Blake, Frucor’s Commercial Insights Manager puts the situation like this, “We had implemented ‘core ranges’ of product across general customer groups before, but faced the usual issues of exceptions and not fitting into existing assets. We had no suitable way of applying our research and sales data practically, let alone in a visually appealing and straightforward way which can be provided by customised plans.” SOLUTION Frucor needed a solution to produce store specific ranging based on their data, build large volumes of planograms, be easy to use, be comprehensively supported, and be cost effective. Using Symphony EYC’s Space Optimization solutions for automated and manual space planning, partner Metiri Mensus were able to provide a working demonstration with Frucor data that produced store specific planograms in an easy step-by-step process. The project was developed in conjunction with Frucor to make sure their needs were met. Once the project was agreed, all eyes turned to implementation. As with any retail food or beverage company implementation is a particular challenge. Excessive downtime is simply not an option, in most cases, and Frucor was no exception. Metiri Mensus developed a jumpstart programme to get Frucor up and running with Symphony EYC’s Space Optimization in one month. Over the course of that month, Space Optimization was installed, set up and Frucor’s team received intensive training. By the end of the month-long jumpstart period, Frucor was producing market-rich store specifc planograms. As a by-product of the intensive jumpstart program, Frucor’s team became more invested in the process as a whole. “Our preconceptions were challenged by the jumpstart programme, and as a result our base planograms are far better now for having gone through the process. Business awareness of, and interest in, space planning has grown massively”, said Adrian Blake. Frucor has seen rapid return on its investment in Space Optimization, with its demographic intelligence and expertise yielding greater space utilization and product range – all of which have a positive impact on sales. According to Adrian Blake, the benefits go beyond sales. “We have gained a lot of goodwill from both field representatives and customers towards the plans, especially when pitching to new customers as a way of exhibiting a range tailored to what we know about their store and fitting the recommended equipment.” For Frucor, Space Optimization has become a resource that they rely upon daily. According to Adrian Blake, “Being able to focus effectively on store specificity has given us a compelling advantage in a very competitive market.” BENEFITS Intelligence-based store-specific ranging High volume planogram production Rapid return on investmtent Increased engagement in store planning Customized implementation process Minimal downtime and quick user adaptation Stronger field representative and customer relationships < Back to Customers Case study download Download > SYMPHONY EYC PARTNERSHIP MEANS 3% $ sales growth ahead of rest of market maintained since implementation, with 65% due to new sales An additional 2700 new distribution points across the 463 stores that have implemented the customised store specific planograms Approximately 900 store specific planograms produced in 4 weeks “We are extremely pleased with the results as they have exceeded our expectations. Our return on investment is measured in weeks, and we look forward to taking what we have learnt into other channels to help drive growth.” Adrian Blake Commercial Insights Manager Frucor Beverages Solutions Improve customer experience and optimize operations across every channel. DISCOVER SOLUTIONS FOR YOU > Partners We team up with select partners to deliver market-leading global solutions STRONG PARTNERSHIPS FOR CUSTOMER SUCCESS > Contact Us To learn more about how Symphony EYC can help you, please get in touch. 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