Case studies Plzeňský Prazdroj, a.s.
How do we display goods in stores as efficiently as possible? Adastra's smart shelves help Plzeňský Prazdroj place beer where the customer is looking for it.
Where to display new products? Which secondary displays are worthwhile and which ones don't work? How high do you need to stack a carton of cans to make it sell as quickly as possible? How does the weather affect the appetite to buy drinks? And why does it change from store to store?
unique measuring devices
stores in the Czech Republic and Slovakia map customer experience in detail
We wanted to see what we could do better to sell our beverages. Simply put - we can brew good beer and also need to offer it in the right place, which is where the customer is looking for it. So we've been educating ourselves on how to meet consumer demands. For example, we were interested in what sells better on shelves, what sells better on pallets or in fridges. So we said: let's measure what display works best within retail.
The most important and at the same time the most challenging phase of implementing the smart shelves project was changing the setup in the company. Plzeňský Prazdroj is a huge company, a colossus that has been around for 180 years. So the first thing they had to do was to change their mindset - trust in new technologies that had not been used before.
Plzeňský Prazdroj needed to clearly define precisely what data they wanted to collect and what they would do with it at the end. What kind of change they will bring. For this reason, they also had to connect most of the departments internally.
Collaboration and data sharing across the company were so complex at first that they built two new business intelligence departments. And they created the basis for the future digitalization of Prazdroj.
Previously, they used to replace data with sensemaking. Then, they used to process research results based on longtime experience and know-how.
If you are researching, say, flavored Birell, which sells better in the summer months, and if it's raining the week you're doing the research, sales are very affected. Even the appetite to buy these products is very much affected. With the continuity of measurement through smart shelves - over summer, off summer, in seasons, we have linked data to weather as well - we can eliminate fluctuations and errors.
Whatever happens on the market, they use data to evaluate whether it is a sudden change or a trend. The more data, the more accurate the prediction of market developments.
Another challenge of how to use the data is one-to-one marketing. For example, if a customer needs to buy beer, they want to find it where it is, in the package they need, and at the price they need. That's where Plzeňský Prazdroj is trying to get.
Once you have the data and it's structured in some way, you can always use it to answer other business use cases.
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