Frucor Suntory Increases Sales Revenue And Boosts Productivity With SAP Business Technology Platform

SAP SE (NYSE: SAP) today announced Frucor Suntory, a leading beverage manufacturer in Australia and New Zealand, has implemented SAP’s Business Technology Platform (BTP), boosting organisational productivity and driving an increase in sales revenue.

Frucor Suntory manufactures, markets and distributes iconic drinks including V Energy, Suntory BOSS Coffee, Ribena, Lucozade and Maximus and is a market leader in energy drinks in New Zealand and Australia – currently producing more than 30 million cases of drinks per year.

Until recently, its 200+ field sales workforce was using a legacy on-premise system to manage its sales processes. This created a fragmented view of its sales data with information scattered across multiple tabs and locations, which meant staff couldn’t access the right information at the right time to provide a seamless customer experience. Furthermore, the legacy system could not scale to meet the growing complexity of the business.

Following a successful transition to SAP S/4HANA, Frucor Suntory worked with SAP AppHaus Network partner Bourne Digital, part of Accenture, to implement a new iOS-based field sales tool called ‘My Sales Hub’ (MySH) on SAP BTP. Designed and built over a two-year period, MySH brings together four sales tools into one mobile application, which has standardised the sales process, improved analytics and reporting and provided staff with real-time access to customer insights through integration with other applications.

Since going live with the platform at the end of 2022, the organisation has driven a 13 per cent increase in staff productivity measured by sales call time saved as a result of a more simplified and guided process. Furthermore, access to an intuitive recommendation engine means staff now receive sales suggestions for their customers, including for new products based on their preferences or alternatives if a product is out of stock, which has helped to grow its customers’ basket size and supported a 3 per cent increase in sales revenue.

“As an organisation we’re always looking to simplify our digital processes and technology has improved since we first introduced some of our systems and processes. We knew that we needed to create a superior customer experience but also streamline and update the sales process in the backend. We needed to continue to remove inefficiencies in how we operate and create a more intuitive application to support our customers” said Barbara Ciancio, Head of Digital IT Solutions, Frucor Suntory.

“Bourne Digital’s highly specialised skillset in SAP BTP allowed us to develop a flexible platform that has freed up our sales teams from time-consuming administration and enabled staff to have more meaningful conversations. Additionally, smart selling capabilities that can be accessed in real time have enabled staff to grow their sales by driving an increase in the number of incremental cases sold” she continued.

Damien Bueno, President and Managing Director, SAP Australia and New Zealand commented on the partnership, “By implementing SAP BTP Frucor Suntory’s staff now have access to a simpler and faster platform that’s enabling them to improve the buying experience of their customers. With information now available at their fingertips staff employees can have more informed discussions with their customers, respond quicker and make recommendations based on their preferences and purchase history.

“The work done together with Frucor Suntory and our SAP AppHaus Network partner Bourne Digital demonstrates the power that next-generation technology has to drive significant business impacts for our customers.”

Selim Ahmed, CEO & Founder, Bourne Digital added, “Bourne Digital partnered with Frucor Suntory to provide the design-thinking and re-imagine the field sales journey. We’re delighted to partner with an innovative leader to transform how its staff engage with its customers through tailored product suggestions and promotions - while at the same time drive operational efficiencies and streamline legacy processes.”

Following the implementation of MySH on SAP BTP, Frucor Suntory is continuing to review ways to streamline its digital functionality including an elevated e-commerce experience and updated CRM platform. It’s also extending the usage of SAP across the organisation within its new +$400M manufacturing facility located in Swanbank Queensland which will include state-of-the-art technology and automation when it opens in mid-2024.

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About Frucor Suntory

Frucor Suntory is a leading drinks company in Oceania and the market leader in energy drinks across Australia and New Zealand.Proudly part of Japanese beverage and food company Suntory, the company manufactures, markets and distributes a range of fruit juices, fruit drinks, energy drinks, waters and soft drinks.

The company produces more than 30 million cases of drinks a year at its New Zealand-based manufacturing plant.The diverse beverage portfolio includes iconic brands such as V Energy, Suntory BOSS Coffee, Maximus, h2go, Just Juice, The Real McCoy, Fresh Up and it’s also the bottling partner to PepsiCo for its range of products in New Zealand.

Frucor Suntory employs a diverse team of over 1,000 people across Australia and New Zealand. Committed to Suntory’s vision of Growing for Good, at every opportunity the team aims to work in harmony with people and nature across our operations and community programs.

Please visit the Frucor Suntory website for further information.

About SAP

SAP’s strategy is to help every business run as an intelligent, sustainable enterprise. As a market leader in enterprise application software, we help companies of all sizes and in all industries run at their best: SAP customers generate 87% of total global commerce. Our machine learning, Internet of Things (IoT), and advanced analytics technologies help turn customers’ businesses into intelligent enterprises. SAP helps give people and organisations deep business insight and fosters collaboration that helps them stay ahead of their competition. We simplify technology for companies so they can consume our software the way they want – without disruption. Our end-to-end suite of applications and services enables business and public customers across 25 industries globally to operate profitably, adapt continuously, and make a difference. With a global network of customers, partners, employees, and thought leaders, SAP helps the world run better and improve people’s lives. For more information, visit www.sap.com.

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