USE CASE 5: HYBRIS CCHBC CUSTOMER PORTAL Problem to be solved: Big Idea: Use Case: • B2B ordering channel for HORECA, • B2B platform for busy business • B2B (Hybris new UI/UX) – All countries FC & IC, enabling CCH last mile owners, who want to order regularly previously on old UI. execution. on the fly, • Accelerate utilization on total Hellenic – • Improves customer experience, • It’s a one stop shop to digitize with new UI/UX. Visible growth in RU providing visibility and access to order taking, drive productivity and PL. real-time information 24/7 of the sales team and allow digital interaction with customers, Investment • Step-change customer facing time providing capabilities in order and retention levels tracking, credit management, CDE • CAPEX: 30k (Deployment & Localization) management etc. • OPEX: Total 350k shared across all • Enables new product penetration Time to market: countries based on country NSR Size of prize 2- 3 months E2E deployment and EBIT opportunity in range feet's in the market of 6-7mio EUR Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
USE CASE 5: HYBRIS CCHBC CUSTOMER PORTAL 3 DIFFERENT OPERATING MODELS UNDER THE SAME PLATFORM OUTLET OUTLET Direct Delivery Direct Order Direct Delivery Indirect Order Delivery Transfer Order Direct Order WHOLESALE WHOLESALE Business Benefits - KEY HIGHLIGHTS Available Orders in in 19 mature countries: • Real-Time Omnichannel experience with advanced Cost per + functionalities. order markets RU (18% at Revenue YE20), • Full self-service platform incl. Order management, + Cooler management, credit management, Suggested 24/7 CZ&SK (11%), orders(coming soon) etc. Customer availability CH (14%), Facing Time • Improves BD’s customer facing time, driving up-selling priority SKUs, novelties and margin lucrative SKUs to Revenue deliver greatest return on performance • Drives TS efficiency and focus on Gaps within assortment vs PICOS (Red) • Increasing of COSR due to transferring Unplanned to the Web Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
LEARN MORE ON EXISTING FUNCTIONALITIES & ROADMAP LIVE FUNCTIONALITIES General Ordering Invoices and Real Time Customer Information Payments Integration/ Service & and Support Administration Controls • Responsive Web Site • Ordering from • Invoice status and • Customer and Product • Role-Based Access: • Customer Fact Sheet for Desktops, Tablets catalogue using brand/ history Master Data Owner, Shopper, • Email confirmation and Phones pack/size filters Accountant • Display/Print Invoice • Product Listings and for created and • Customer Mobile • Ordering using copy Exclusions • One user – several dispatched orders Application templates shipto’s • Service Ticket • Credit status • Promotion Calendar Creation • Delivery Order • Reordering • Disputes and Claims • Customer specific • Self Service creation • Order History (from • Empties Return Order • Ordering in Cases, additional users all channels) • Indirect Order Creation pricing • BW reports for • Pick up Order Layers and Pallets • Tickets Status • Product availability • Order Tracking and Fragmented Trade • Agent Model Support • Free Cases promos automatic notifications and Wholesaler • Chat communication Tracking check to the customers with complex • Detail Balance • Delivery date proposal channel mechanics • Internal Notifications to • Targeted Content (Q+X+Y=Z free) statement based on logistics BDs and Customer • Content Approval • Category-Based Order • Other financial inquires constraints Service • Pack-Shots Integration split • Detailed Credit limit • Cut-off time control • Price in Catalogue • Advance Minimum- • Customer Registration with DAM • Product Favorites info Order QTY control by BDs • Self-Registration by Customers 2020 ROADMAP OF NEW FUNCTIONALITIES 2022 2021 UI/UX Redesign Chat-bot activation Mobile App Enhancements Migration to Cloud LV, LT, ES Hybris Rollout Hybris Platform Upgrade Further enhancements with NextGen CRM Marketing Campaigns Rollout Marketing Product proposal BDAA Recommended Order in Hybris Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient Nb: TOP Functionalities in bold
LEARN MORE ON BEST PRACTICES FROM SUCCESSFUL HYBRIS ROLL-OUT IN RUSSIA LAUNCH UI/UX AND MOBILE APP BUSINESS RESULTS (2 WEEKS NOV’20) • Improved site performance Launch new visualization and Mobil app positively influenced in the business results: • Improved order formation logic: reducing the number of clicks • Launched Mobile App AA Orders MTD • Simplified work with filters, more laconic and compact design • The search bar is now available on all pages of the site, finding the SO AA MTD Plan AA Fact AA vs Order Web WEB Plan AA, % share, % Orders desired product has become faster and more convenient • More compact design when choosing TT for networks, finding the Grand Total 14,461 30,038 48% 11% 16,357 desired point has become easier CCH RU Moscow Total 2,442 4,937 49% 11% 2,914 • Simplified site navigation as a whole, for the menu and its CCH RU North West Total 1,325 2,820 47% 12% 1,523 CCH RU South Total 3,462 6,078 57% 12% 3,766 subsections. Added a sitemap showing links to all important pages. CCH RU Center Total 2,435 6,271 39% 11% 2,706 • The number of lines with assortment in the catalog has been CCH RU USFE Total 4,797 9,932 48% 11% 5,448 Trend vs the second week increased. All goods can be unloaded on one page Oct’20: > 47% +4pp > 43% • Clear prompts when resetting or changing your password PREPARE AND TOOLS OTHERS BEST PRACTICES ✓ Banner ✓ Video instruction: • Prepare necessary tools (09.10-15.10): CM Rating- daily report to commercial function: https://youtu.be/Tz8JQdsA244 • presentation • Additional motivation for Commercial Managers • Instruction power point • Focus for main indicators ✓ QR codes ➢ Flyer • video instruction • Increase involvement Commercial function • banners • flyers Web leaders – an employee who motivates his commercial territory to fulfill the goals of the web, • Training Sales Force, Tel Sell and SPOC via sets up the process of reporting and monitoring Capability Department (19.10 – 30.10): results and confirms success with his own example. • Refresh knowledge • 17 WEB leaders in each commercial territory • Selling story • Monthly country communication with Best practice • Frequently asked questions • Customer notification thru mail and banner in Hybris (26.10) • Created QR code for easy search (15.10) • Quarterly and monthly KBI: Web AA and Web Order Share • Acceleration connect all FT customers Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
USE CASE 6: EPARTNERSHOP Problem to be solved: Big Idea: Use Case: • Strengthen our partnership with Support WHS business, by providing • B2C – NG, AR, BO & HZ, GR WHS and become partner of choice them with online selling platform to • D2C for Costa Coffee in Poland shoppers, where they will be able to • B2B - leveraging the same platform, • Support WHS business, by sell their entire portfolio, improve their providing them with online selling margin, cash flow (immediate cash by adding additional features/ platform to shoppers. received).The solution gives possible enhancement exclusivity in our categories • Increase knowledge by leveraging Investment data we will be generating and Time to market: experiencing a new RTM model • CAPEX: 3k (Deployment & Localization) 3 - 4 weeks (solution localization • OPEX: 3k ( Hosting & Support) Size of prize and roll-out) • For CCH => Incremental profitable revenue through a SaaS Business model via annual fee on total online NSR and relevant commercial policy on WHS. • Exclusivity in selected categories up to 24 months • For WHS => Incremental and more profitable business • Gross margin increase for online sales business to shoppers • Incremental T/O with immediate cash received Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
EPARTNERSHOP HOME DELIVERY WHS EPARTNERSHOP WHS delivering orders SOLUTION DESCRIPTION WHS to process to consumers home, or orders, prepare opportunity to pick up Online ordering platform customized for our WHS to protect good for delivery at the WHS warehouse their business and start selling directly to consumers in their warehouse (click and collect) KEY INSIGHTS DIRECT PAYMENT CONSUMERS SHOPPING GEOLOCATION TARGETING Immediate cash back Consumers getting the same Awareness of a new eShop to be • COVID related disruption shifted more focus towards online for WHS (credit card, shopping experience as on any other build via social media geolocation ordering. online shop. Leveraging contactless (targeting shoppers living in paypal, cash on and convenient way of shopping e.g.20-30km radius from WHS) • HoReCa closing (80% of restaurants)=> WHS business delivery) declining (Italy declining -44.7%) • Online booming => not enough capacity to serve all shoppers and fulfill orders in a fast way (warehousing, packing, delivering). BENEFITS MARKET SIZE CATEGORY OPPORTUNITY • Capture in home revenue opportunities eCommerce doubling/ tripling The stock up effect is driving sales in key categories • Build capabilities of WHS & Distributors to reach the consumers • Capture online opportunities, ordering potentials in retail trade. • Drive WHS cashflow with consumers paying before delivery LIVE COUNTRIES 3 111 Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
ESSENTIAL STEPS FOR EPARTNERSHOPS RECRUITMENT SEO WITH YOAST (BUILT IN) AND GOOGLE ANALYTICS FACEBOOK INTEGRATION • Sync Products and posts from • Utilize built in Yoast SEO plugin to ensure ePartnershops to the Facebook page, proper metadata for search engine bots. • Checkout from Facebook link. • Activate Google Analytics plugin to get • Promote the ePartnershop through insights about increasing the site visits. Facebook targeted adds on social galaxy • Activate Google My Business to ensure • Utilize Facebook chat-bot / Messenger proper information for possible consumers. directly in ePartnershop as alternative communication method. • Get statistics and reporting. Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
USE CASE 7: WABI Big Idea: Use Case: Problem to be solved: WABI is an ecosystem of multiple 2 uses case: platforms that connects • Wabi 2B: marketplace to sell products to Transform and revolutione the manufacturers with final consumers by traditional and Ho.Re.Ca. channel, leveraging independent outlets outlet offering new tools so that they can network. • Wabi: platform that allows consumers to sell more and better place an order and receive it in less than 20 Size of prize minutes (both from Ho.Re.Ca. and traditional trade outlets) Still under evaluation Time to market: Investment 4-6 months to design the operating Still under evaluation model and to pilot it in the market Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
WABI AS INTEGRATED PLATFORM TO PROVIDE END TO END SOLUTION FOR CUSTOMERS AND CONSUMERS ROUTE TO CUSTOMER ROUTE TO CONSUMER Marketplace that enables FMCG • Wabi 2You for the traditional trade; Wabi companies to sell all their products to eFood for Ho.Re.Ca. the stores, fulfilling through multiple channels • Receive products in less than 20 minutes • All Stores set their work radius from 500m to 3Km Software as a service that integrates IC/ FRAGMENTED CONSUMERS customer and Packaged Good players OUTLETS to Wabi, allowing them to upload 1) Additional services: Wabi Pay, Wabi Mall, Wabi Fill, Wabi CRM, Wabi PIM products and prices and sell Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
SIRVIS ECOSYSTEM 3PL NO Referral Delivery CONSUMER F&B Fees jobs, routing optimization B2B & B2C Coupons qualified Personal leads Data Funding / referral fees 24/7 F&B one- click to fund loyalty ordering + add on FULFILL services* GENERATE DEMAND DEMAND DME for POS & Sales POS consumer activation, * Add on services: product reco on Marketing Campaigns, POS platform optimal assortment, access to special data sharing/analytics enrolling, hunting, 3rd party promo, fast delivery, loyalty program RTM access POS Sales cross/upselling + SO data orders, referral Sales fees, analytics prospects, fees optimized routing / POS F&B POS analytics analytics, WHS SF Add on Services WHS Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
USE CASE 8: ECOMMERCE - BRICK AND MORTAR.COM Problem to be solved: Big Idea: Use Case: • Navigation: easy to find beverage Integrate offline & online presence Mirror Off with On-line Execution in SPAR tabs, combos, main screen; of retailers. Austria, maximizing eRED score to gain Implement high level execution to transaction growth. • Product Display: easy to chose , eRetail utilizing common rules and outstanding pack shots metodologies for building strong eOBPPC. • Range: in line with RGM strategy • Price & Promo Communication Size of prize Time to market: Investment eCommerce contribution is @ 2% from 2-3 months Minimal investment since there is no high total CCH business doubling vs 2019. DME needed (as in physical retail) Incremental NSR coming from additional Redirecting some other value drivers from Value market share on e-Retail. comm.policy to eCOmmerce. Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
TECTONIC CHANGE IN RETAIL BUSINESS STRUCTURE Doubled Expected share in 10 years happened in in CCH business 10 months Home delivery +160% Click&Collect +266% Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
BRICK & MORTAR.COM CCH AS UNDISPUTED LEADER IN ECOMMERCE LEG OF RETAIL PRODUCT RANGE RIGHT SCREEN COMMUNICATION CONTENT RIGHT PLACE Availability Visibility Mirroring off with Product details page Product prioritization Pricing strategy on line eOBPPC optimized for CCH Zonality eOBPPC MIRRORS BRICK&MORTAR OBPPC Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
BEST PRACTICES FRAMEWORK HELPING OUR CLIENTS DRIVE ECOMMERCE CAPABILITIES PRODUCT IMAGERY & PRODUCT BEVERAGE SEARCH RESULTS ACTIVATION & RANGE DESCRIPTIONS CATEGORY PAGE PRESENTATION PROMOTIONS Broad listings Not updated product Coca-Cola products Searching not optimized for Lack of occasion of Coca-Cola products, images, poor photo quality, displayed on distant positions Coca-Cola products (not all communication including novelties not official renders used and in some cases on distant displayed), competition and lack of product cross- available across eRetailers Pictures of single packs sub-pages. products appearing in results, recommendation e.g. mixing, eOBPPC mirrors used to present multipack Even if Coca-Cola products and random order of products on Alco category page Brick&Mortar OBPPC Too long and complex at the top of beverage page, in search results Cases of very deep naming of products Single Serve packs displayed promotions or promo-on- observed at distant positions or pages promo (additional discounts on Product Detailed page (PDP) Lack of clearly presented discounted multipacks vs lacking full description. OBPPC as products displayed single bottles. in random order with random mix of packs and variants (size, sugar/non-sugar, flavours) KEY FOCUS AREAS TO IMPROVE: 1. AVAILABILITY – online shelf is unlimited; however, prioritization and premium positioning are key success drivers. 2. VISIBILITY – TOP 5 placements on the 1st page reaching 70% conversion rate, fixing right visibility with right assortment is a must 3. ACTIVATION – leveraging every opportunity to display our products to shoppers leads to their satisfaction increase and higher loyalty. 4. PROMOTIONS – unique opportunities for non-promoted impulse purchase, reduction of promo spend on products that are already on shoppers shopping mission list and investment in premium & secondary placements and x-category & near check-out Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
ALL THIS TO BUILD UNMATCHED SALES TEAMS THAT ARE THE INDUSTRY BENCHMARK OUR Developing the 24/7 sales team of the future, VISION through providing best-in-class learning and exceptional lifelong developmental experiences. SALES Our comprehensive end-to-end developmental ACADEMY experience covering both business, commercial knowledge, leadership skills and mindset. IS ALL BUs HAVE LOCALISED & LAUNCHED SALES ACADEMY TO ACHIEVE: • % Completed Onboarding from 59% to 95% • Time to Full performance from 10 months to 6 Months • All BDs Licence to Sell from 0% to 95% • Turnover of BDs in 1st year to 13.8% (-5pp) Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
SponsorsTHE TEAM WHO LED THE WORK AND WILL ACT AS SPOC FOR THE FOLLOW- UP AND MAKE THE RTM VISION A REALITY Vitaliy Novikov Group Commercial & Customer Director Leaders Matthieu Seguin Vladimir Kosijer Nigeria GM RU Sales Director Members/ SPOC Peter Gardosi Stoian Chilikov Edoardo Bottai Obinna Ukonu Group RTM Group CDE RTM Manager Nigeria BSS Manager Manager Italy Director Rodrigo Recio Ruchika Pier Francesco Hrvoje Stakor Nigeria Sachdeva Cerritelli Adria Sales Execution Head of BDAA Commercial Manager Excellence Capability Director Manager Italy Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
RTM SOLUTIONS CATALOGUE Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
FULL LIST OF RTM SOLUTIONS ALREADY IN PLACE IN THE BUS (1/ 2) Area Sub Area Initiatives Channel Market of Brief description Sales OOH MT adoption / pilot Execution Analytics tool for prospecting x Italy Tool based on BDAA to estimate the potential of not visited outlet to be Logistic used to drive prospecting activity of BD x Prospecting Analytics tool for prospecting Incorporates different aspects of an outlet into a single index, to assess x RO customer experience and find potential for selling coffee. Focused xx prospecting effort and sampling on outlet having coffee index >0.6 Google map for prospecting x PO Management-Ware Google Maps Contact Extractor to identify location xx of new outlets for prospecting x Picture of BDAA enabled PICOS X Nigeria/ Italy Customized and personalized PICOS POS is redefined per segment* success xx channel*customer*region x Outlet clustering based on sell out data that defines detail PiCOS xx Croatia/ Ital , New outlet clustering model on BDAA (VPO cross category) xx Nigeria xx Customer Outlet clustering based on sell out data that defines detail PiCOS xx Adria Outlet segment to drive PICOS development Cooler placed through WHS agent X Italy, Russia Coolers placed through WHS agents; incentive them based on cooler x quality (assortment and occupancy) verified through IR Cooler Merchandising done by the store owner (Scatta&Riscatta) xx Italy Store owner to merchandise our cooler; compliance verified through IR Place order based on suggested order functionality from BDAA models integrated to iFSA Nigeri , IT, CH, Personalized assortment recommendation and activities to the GR, IOI, RU Business developer, based on store profile and location intelligence Order Send TO directly through SFA to WHS ERP and check its compliance management Italy Machine to machine integration with WHS to send transfer order and receive the information on OTIF Equipment Asset tracking Nigeria, Italy Asset tracking through smart beacons in connected coolers management Suggest cooler zoning based on connected cooler info Ital / Russia Develop selling stories to support cooler placement based on performance data from connected cooler Merchandising Instore execution based on recommended actions from BDAA Nigeri / Italy Drive instore merchandising activities based on location intelligence BD has ability to track performance management in real time and store profile from segmented execution recommended activities Incentives Incentive system for WHS Agents Italy/ Romania Automate end to end sales bonus process with Beqom app Reward platform to incentivize WHS Sales Agent based on dedicated Italy distribution campaigns. Platform where we increase distribution of our SKU on NR outlet RED done through imagine recognition technology Nigeria, IoI, RED done through imagine recognition technology Check merchandising execution through external agencies (IR) Russi , Romania Compliance IR solution to be managed by 3° parties to check execution in store on Italy specific KPI (e,g. Share of shelf) Distribution Real time shipment traceability connecting orders from BD Nigeria Customer notification app for shipment/orders status and tracking of trucks/shipment estimated time of arrival (ETA). Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient xa ayay
FULL LIST OF RTM SOLUTIONS ALREADY IN PLACE IN THE BUS (2/ 2) Area Sub Area Initiatives Channel Market of Brief description Route to OOH MT adoption/ pilot customer Hybris X 18 BUs Platform that allow our customer to buy CCH products 24/7 X CCH digital Sirvis Digital Ecosystem one-stop-shop for the Ho.Re.Ca. (open also to other platforms Stockday X Italy CPG companies), where they can access to a wide range of products and XX services XX Romania Online distributor (B2B platform) operating through Logistic Service X Provider (who owns the warehouses) Wabi 2B X One-stop-shop for stores to buy product, as well as allowing for every X Nigeria / Russia wholesaler and distributor to compete and sell directly to every stores X (traditional trade and Ho.Re.Ca outlets) X Wabi 4you/ food X Nigeria / On-demand delivery platform to order from Ho.Re.Ca./ traditional trade CCH digital Qwell Russia / Italy platforms Alfies Switzerland Platform that delivers beverages directly to the consumer's home ePartnershop Austria Full-portfolio online supermarket Brick& Click Route to Nigeria / Online selling platform managed by WHS but supported by CCH consumer Romania / Italy Austria / Italy / Spar Austria as best practice of on line execution Greece eCommerce Pure Player Poland / Amazon: market place, vendor flex Austria / Italy Food Service Aggregator Italy / Greece / Just Eat in Ireland, Glovo in Italy Ireland Confidential and proprietary information of Coca-Cola HBC AG. Not to be shared beyond the intended recipient
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