When the client and the supporting agency give a brand a fresh kick, the ideal result is something like the current relaunch of Sprite - for me one of the best brand relaunches of 2022 so far! 

Sprite, launched in 1961 and present in Switzerland since 1968, is the second largest brand of the Coca Cola Company with twenty billion in annual sales - and has tried to reinvent itself eleven times since the "Swinging Sixties". In the last eight years alone, there have been three revisions: Sprite was a brand in search of itself, caught in the staccato of visual trends. 

This time, however, there was no branding piecemeal along with formal gimmickry, but a global brand platform was created that combines visual quality and content. The concept: "Heat happens. Global Brand Director Shrenik Dasani talks about being the brand for a cool head in a "heated", fast-moving world (whether this means involuntarily adopting a shrugging attitude towards global warming is something I'll leave uncommented. In any case, the bottles are now truly recyclable for the first time!). 

The professionals from TurnerDuckworth (London, San Francisco) are responsible for the global relaunch of the brand and design starting this summer: It was they who developed the legendary Coke relaunch in 2008 (Cannes Design Grand Prix included). TD cleans up and strengthens the assets that really create character: Sprite comes across more purist than ever. White and black lettering on a green background distinguishes between "Classic" and "Sugar-free" (just like Coke); the bottle is clear and can thus be recycled globally. All brand elements are given a function and subordinate to the XL word mark. This is a trend with which many consumer brands are currently generating "shelf impact" in retail and online. This XL word mark was also used to develop a special decorative font; each ad thus becomes a brand ambassador in detail. 

Conclusion: Sprite has managed to release new power and modernity from simplicity. Freshness drips from every pore of the visual appearance. Cheers

ConSense's standard software solutions are suitable for the specific requirements of companies of all sizes from all industries. According to the manufacturer, they are particularly user-friendly, modular and scalable. The spectrum ranges from QM software for QM systems according to DIN EN ISO 9001 to software for integrated management systems for mapping numerous other standards to highly specialized management software for GxP-relevant systems.

Contemporary management software: gender-neutral salutation, data protection and more

With many innovations, the ConSense management software adapts to modern requirements. Among other things, it now supports gender-neutral salutations and uses gender-neutral icons. In addition, elements from workflows can be automatically deleted permanently or anonymized when retention periods have expired to ensure reliable compliance with data protection requirements. The system provides transparent overviews for this purpose. To ensure that no deadlines or deadlines are missed in the challenging daily work routine, reminders can now be added to all workflow steps, e.g. for the processing of tasks. These are automatically sent to the defined group of people before they are due. With the new version, supervisors have an even better overview of the implementation of tasks by the employees assigned to them: Through additional rights, they can now gain insight into the action workflows of their employees and stay in the picture at all times with additional reports, e.g. on the acknowledgements of distributed information. In the area of documentation, it is now also possible to duplicate processes, documents and directories and to restore revisions. This can save even more time when creating or editing content.

More flexibility in the ConSense PORTAL

The ConSense PORTAL is the web-based ConSense solution for end-device independent management systems. It simplifies roll-out, enables mobile use and can be supported by ConSense Hosting Services. Version 2022.1 now offers further new usage options and the software house has also refined many details. For example, it is now possible to globally specify in detail which information is to be displayed in the process properties. For a transparent comparison of versions, the history now provides an element menu for individual revisions, with which users can directly display the differences. As always, users were the focus of the Aachen-based software developer's development work for this version: Usability and user experience were optimized even further in line with the company's philosophy of creating accepted and lived management systems.

Digital, web-based training management and qualification management

In addition, with the new release, the ConSense qualification management module, which companies use to manage employee qualifications, competencies and resources efficiently and transparently, is now also available web-based. This also applies to the ConSense Training Management module, which supports companies from planning to requesting and approving training participation, implementation, documentation and effectiveness evaluation to automatic certificate printing. 

www.consense-gmbh.de
For those interested, between September 20 and 23, 2022, there will be a virtual fair instead with a lot of background information around quality and other management systems. 

This article originally appeared on m-q.ch - https://www.m-q.ch/de/consense-software-fuer-qm-und-integrierte-managementsysteme-mit-neuen-features/

Inflation is causing problems for consumers. Effects on Christmas business are foreseeable. Salesforce Assumesthat the modest growth in Christmas sales in 2021 could foreshadow this year. This trend is confirmed by data from the Salesforce Shopping Index: In the second quarter of 2022, they showed a six percent year-over-year decline in global digital sales. The Swiss Retail Federation has already in April Declining sales in online retail recorded.

In addition, prices have been rising since the beginning of 2021. Consumers worldwide have ordered 12 percent less online than in the same period in 2021, and this process has accelerated since spring 2022. Salesforce sees more competition between brands as consumers buy fewer items from fewer suppliers.

Luca Pastorino, Head of Sales at Salesforce Switzerland, says: "What is happening worldwide is also emerging in this country. Swiss retailers have always adapted to changing customer needs and technical challenges. Regarding omnichannel offerings, Swiss retailers are leading by example, but it's a difficult year for them as well under these circumstances and they need to rethink strategies." 

Five forecasts for the Christmas business

Forecast 1: Christmas shopping starts earlier

Consumers will be shopping for their Christmas gifts earlier in 2022 to avoid price increases due to inflation and to ensure they receive gifts on time despite supply shortages. The Shopping index 42 percent more consumers worldwide are planning to buy gifts well before November. They hope to get their presents before prices rise too much.

Forecast 2: Achieving customer loyalty will become more difficult

In 2020 and 2021, customer loyalty shifted strongly toward convenience and security, as consumers wanted a frictionless shopping experience. Now, with inflation on the rise, customer loyalty is shifting again - this time toward value, or "What do I get for my money?" According to Surveys from Salesforce half of all consumers will switch brands this year due to rising prices. This means that 2.5 billion customers worldwide could abandon their brand in favor of a cheaper competitor. The customer experience, online and offline, is becoming critical to success.

Forecast 3: The retail store drives growth across all channels

Last year, brick-and-mortar retail significantly influenced digital sales as store associates excelled in their roles as fulfillment experts, consultants, social influencers and digital stylists. In fact, brick-and-mortar retailers now influence 60 percent of digital orders. This year, with stores back in full operation, consumers are likely to flock to stores in even greater numbers. What matters most to them is the personal experience they missed during the pandemic. Companies that sell both brick-and-mortar and online have the opportunity to grow faster than pure e-commerce providers. Merging digital and physical stores increases the value of each channel. Salesforce predicts that companies with brick-and-mortar stores will grow their online sales 1.5 times faster than those without.

Forecast 4: Consumers buy sustainably

In the last two years, trust in a company and environmentally friendly production have become more important. In its latest State of the Connected Customer Report Salesforce found that 88 percent of consumers expect brands and retailers to clearly state their values. 64 percent of respondents will turn away from a brand if the company's values do not align with their own.

This is especially true when it comes to the environment: after Surveys from Salesforce 83 percent of consumers worldwide will look for sustainable brands and products this year. In fact, a company's environmental practices are the most important factor in purchasing decisions after how it treats its customers and employees, with the importance of sustainability initiatives ahead of diversity and economic justice measures.

Forecast 5: Retailers will test NFT drops

Every holiday season, there are "it" gifts. This season's hot collectibles come straight from the metaverse: In fact, 46 percent of consumers in the survey said they were considering buying NFTs (Non Fungible Tokens) - digital assets that represent something unique or rare and are stored on a blockchain. This can be a virtual version of a real item or a digital collectible. Younger consumers in particular plan to purchase NFTs. Generation Z is four times more likely than Baby Boomers to buy a physical product this year if it is linked to a digital version.

NFT purchases are still in the exploratory phase. Salesforce expects about half a million NFTs to be purchased by retailers and manufacturers between November and December, with a potential total market value of $54 million.

Economic challenges and changing consumer preferences mean that a data-driven strategy will be critical to respond to ever-changing conditions in real time.

The Salesforce Shopping Index online

The market in which Adnovum operates is changing rapidly. Therefore, the leadership team around CEO Thomas Zangerl decided on a brand refresh, based on the new orientation of the company. The new brand should continue to reflect the company's core competencies, but also make it tangible that market orientation and collaboration in working with customers are gaining strongly in importance in the new Adnovum era.

From the new Adnovum neon sign high above the train tracks in Kreis 4 to the corporate website, from the interior design in the new headquarters in Zurich to the color and image world to the logo and claim: The brand refresh has an impact and communicates purposefully at all touchpoints. With the new distinctive appearance, Adnovum is not only agile and dynamic, but also friendly and accessible.

For Adnovum CMO Andreas Punter, the rebranding is central to the company's successful future: "We are proud of the new brand because it communicates what we stand for at all touchpoints: Smart minds and trusting collaboration. It thus strengthens our positioning and contributes to Adnovum's economic success in the long term."

For the entire rebranding, including analysis, strategy, design and implementation, Adnovum relied on the Zurich-based agency Process.

More about the Rebranding project in detail 

The public offers are to be made better known and anchored in the population. For the congress area, business customers are addressed. The core of the overall appearance is an identity-creating illustration, which appears in excerpts on all communication media. With the new naming and corporate design, letterheads, signaling, flyers and a new website were developed. There, users can find the landing pages of the various offers.

Chrischona Campus AG: Ueli Rusch, Operations Manager; Reinhild Lorentzen, Coworking Host, Basel West Corporate Communications Ltd: Thomas Aerni: Consulting, Strategy
Visual factory: Roman Albertini: design; Linda Albertini: illustration, Aha Factory Ltd: Armin Ruser: Programming

Demographic change and insufficiently high returns to sustainably finance the 2nd pillar: Employees in Switzerland are aware of the challenges in retirement provision. Only just four percent of respondents to the representative HSLU study are opposed to measures to remedy the financing problems of the AHV and 2nd pillar. "Accordingly, respondents' skepticism about pension benefits is high," says Yvonne Seiler Zimmermann, study director and lecturer at the Lucerne University of Applied Sciences and Arts. According to the HSLU study, around three out of five respondents do not believe that they will receive enough money from the AHV and 2nd pillar to maintain their accustomed standard of living in old age. Interestingly, women trust the pension system even less than men. Not surprisingly, younger people have less hope of receiving enough money from the AHV and 2nd pillar than older people.

People want to take personal responsibility for their own retirement provision

One of the megatrends of futurology is individualization in all areas of life. "This trend is leading in particular to people living more self-determined lives and increasingly wanting to organize their work activities flexibly and according to their needs," says Seiler Zimmermann. In addition to flexible working hours and locations, many employees also increasingly want time off during employment for further training, sabbaticals, parental leave or to care for relatives. More and more people are also expressing the desire to retire earlier than the statutory retirement age. The study leader is certain: "The megatrend of individualization ensures that people will also have to take on more personal responsibility when it comes to retirement planning." This means, in particular, that people must be able to determine the investment strategy for their own pension capital and make their own provisions for time out. "Otherwise, an interruption in employment can result in a reduction in pensions at a later date," explains Seiler Zimmermann.

Individual pension solutions meet with interest

The survey shows that, at 62 percent, the vast majority of respondents are positive about the idea of determining their own investment strategy. However, 30 percent would like good advice on determining the investment strategy and a further 24 percent would like to be able to choose from a predefined selection of alternatives.

The clear majority of respondents would welcome being able to finance a career break with a special, additional pension account. 82 percent of them would like that. "Most people would therefore be willing to take on more personal responsibility when it comes to retirement planning," says Seiler Zimmermann. "Individual pension solutions are attracting interest.". Most often, respondents would want to use this supplemental account to fund early retirement, followed by sabbaticals. Many respondents would also be content to have such an account without knowing exactly what they will use the money for later.

Ignorance of own knowledge gaps

A minimal level of knowledge regarding finances and retirement planning is required to be able to take care of one's own financial provision. The survey results show: The respondents' knowledge of the pension system and their own pension plan is rather modest. "The main problem here is not the lack of knowledge in and of itself, but the unawareness of one's own knowledge gaps," Yvonne Seiler Zimmermann specifies. "If someone is aware that he or she doesn't know something, that person can seek advice or inform themselves," the HSLU expert continues. However, many people lack this awareness of their own ignorance.

This knowledge gap is also particularly evident in the regulations on voluntary retirement provision. "For example, a person who has decided to stop working may no longer pay into pillar 3a," explains Seiler Zimmermann. But many don't know that. Only just 35 percent of respondents know that not all people in Switzerland are eligible to pay into pillar 3a. "Anyone who decides to interrupt their employment should take such factors into consideration," says the HSLU expert. This is just one example of many, she said, of why acquiring knowledge in the area of retirement planning is worthwhile. With this study, the study authors want to draw attention to this issue. Seiler Zimmermann: "Public discussions about pension topics can help to improve the level of knowledge and understanding among the general population."

Source: Lucerne University

This article originally appeared on m-q.ch - https://www.m-q.ch/de/eigene-altersvorsorge-fehlendes-wissen-erschwert-mehr-selbstverantwortung/

The consulting firm Accenture took the pulse of the topic of "digital health" and surveyed both industry experts and consumers. The results showed that industry experts invest the most in customer portals, mobile apps (e.g. mobile health coaches) and platforms.

Digital Health: Challenges in many areas

In connection with these topics, however, the study reveals that there are still many challenges and broader issues, such as:

Strategy & Differentiation

• What are the goals to be achieved with Digital Health?
• What partnerships are needed to realize the goals?
• How can we differentiate our digital health offering from our competitors?

Skills & Organization

• Which competencies need to be available/built up internally or supplemented via external partners?
• Where and how should we build our digital health competencies in our organization?

Service Portfolio Scope

• Do we have a clear/coherent overall strategy for our (planned) digital health service portfolio (e.g., where do we use in-house developments, where third-party platforms)?
• What is the exact scope/offerings of the respective portals, apps, etc.?

Finance

• Who covers the costs of platform operation, customer acquisition, and incentivizing customers and service providers?

Further, Digital Health executives are addressing issues such as the impact of the Metaverse on the insurance industry, the potential of a national health cloud, and effective digital patient management.

Great willingness for digital health solutions among Swiss policyholders

On the consumer side, 70% already see added value in digital health solutions. Consumers see clear advantages, particularly in the availability of healthcare services, transparency and security in the event of an emergency. In general, trust in digital solutions in the healthcare sector has been increasing for several years. Health insurers should therefore consider how they can best meet the expectations of their customers in this area and what prerequisites (e.g., partnerships, technical foundations) are necessary for this.

A majority of Swiss policyholders also show great interest in the digital management of health data: 57% of the surveyed policyholders are willing to manage their health data digitally - of which 11% already manage their data digitally today. The expectations of the insured are interesting. For example, 42% expect health insurers to take responsibility for data management and provide attractive offers. In addition, 40% believe that the federal government and the cantons should assume responsibility; 37%, in turn, see this task with the medical institutions. Meeting these customer expectations therefore requires an exchange between health insurers, the Confederation and the cantons, and the other players in the healthcare system.

What information is more likely to want to be shared and what is not

The survey also revealed that 80% of consumers are willing to share their health data directly with health insurers. As can be seen from the chart below, this mainly involves medical data on blood group, vaccinations, medications and allergies. However, this willingness to share lifestyle data (e.g., data on fitness, heart rate and sleep patterns) decreases significantly. It has also been shown that consumers expect a specific service in return from their health insurer, e.g. in the form of a reduction in premiums. Health insurers should consider which data-based offers could be attractive to their customers and whether the focus should be more on medically oriented or lifestyle offers.

Finally, the topic of digital support for a self-determined life in old age is also of central importance to consumers: 91% are open to this topic, particularly against the backdrop of demographic developments, rising care costs and the shortage of care staff and homes. 75% of the respondents can imagine using digital solutions for emergencies (e.g., fall detection) for themselves or their relatives. Other needs were expressed in the areas of medical support (e.g., automatic ordering of medication) and support in everyday life (e.g., tele/video communication with medical staff). In view of these customer needs and the current market situation, health insurers but also other players in the healthcare market have numerous opportunities in the areas of partnerships/ecosystems and the launch of independent innovative products.
In light of these findings, Dr. Marcel Thom, Study Leader and Head of Insurance & Digital Health at Accenture Switzerland, says: "Both health insurers and the population have great expectations of digital health. The challenge here is to quickly create solutions that offer clear added value for providers and end users."

Source: Accenture

This article originally appeared on m-q.ch - https://www.m-q.ch/de/digital-health-80-der-schweizer-versicherten-waeren-bereit-ihre-daten-mit-krankenversicherungen-zu-teilen/

At the end of the year, the first "ID Buzz", which will arrive in Switzerland, will be officially handed over to him as his new company car. As the official ambassador of the all-electric ID. Buzz, will be able to travel to his adventures and concerts in a sustainable and CO2-free way. At the end of July, he was already able to take a first test drive in the Lausanne area with the all-electric ID. Buzz,

The 28-year-old is one of the best Swiss freestyle snowboarders and has been a member of the Swiss national team since 2011. Pat Burgener is not only a snowboarder - he runs a content agency with his brother Marc- Antoine, who is also his manager, produces music videos and short films and besides that he still finds time for his hobbies like skateboarding and surfing. On top of all this, he now also has a remarkable music career to his name. With the single "Mexico", which was released about three weeks ago, he brings out another song of his album, which will be released in November. At the same time, he can still be seen on various stages in Switzerland during his tour throughout September.

"Pat has style, is an energetic multi-talent and, with his thirst for freedom, which his music also conveys, is an ideal match for the values and attitude to life that the ID. Buzz stands for," says Rico Christoffel, Brand Director of Volkswagen Commercial Vehicles in Switzerland. At the end of the year, Pat Burgener will be the first ID. Buzz, which will be coming to Switzerland, will be officially handed over to Pat Burgener as his new company car.

The ID. Buzz is not yet officially on the Swiss market, but Pat had the opportunity to exclusively test his future company car at the end of July.

The ID Buzz with a 77 kWh battery supplies power to a 150 kW electric motor. This enables a range of up to 420 kilometers according to WLTP.

The test drive ends in Lavaux, where Pat had to say goodbye to the ID. Buzz - but only temporarily, because he will already receive his own at the end of the year. "And then it's off to the adventures on the road," he says enthusiastically. So Pat can use the all-electric ID. Buzz, Pat will be able to travel to competitions, concerts or surfing vacations in southwest France sustainably and CO2-free.

The industrialized countries have pledged to provide 100 billion dollars per year from public and private sources for climate financing from 2020. Technology transfer is particularly important here: developing and emerging countries not only need money for the expansion of sustainable technologies, but also knowledge about low-carbon technologies.

This goal has not yet been achieved - and not only because climate financing is lacking. "Most patents for low-carbon technologies are owned by companies in industrialized countries. This gives them a major competitive advantage. They only share their knowledge when it is advantageous for them," says Andreas Goldthau from the Institute for Advanced Sustainability Studies e.V. (IASS) and the University of Erfurt, co-author of a study on this topic. Goldthau cites China as the only emerging country to date that has successfully attracted technology transfer through foreign direct investment. In order to tap into the Chinese market, companies were prepared to "transfer" their technologies, i.e. pass on knowledge.

China's recipe for success is only transferable to a limited extent

China's success in building a low-carbon technology sector is attributed to the high innovative capacity of Chinese industry and policy measures. "These include the promotion of joint ventures and knowledge transfer, but also mandatory domestic content, which means that foreign investors must use products or services manufactured in China. With its large and profitable market, China was able to implement such measures," says the study's lead author, Silvia Weko (IASS/Uni Erfurt). In other developing and emerging countries, however, similar efforts have proven ineffective or even counterproductive.

Foreign investment in low-carbon energy systems there is still at too low a level. The countries therefore use the predominantly fossil technologies and financial resources available to them. There is a risk that these countries will remain dependent on fossil fuels in the long term.

Initiatives are committed to expanding the power grid, but too little to technology transfer

What can countries do if they want to increase technology transfer but cannot obtain it via international markets or politics? Technology transfer initiatives, such as public-private partnerships or platforms like the United Nations Climate Technology Center and Network (CTCN), are seen as an opportunity for the energy transition in the Global South. Such initiatives should fill the gap in the market, but their track record is mixed according to the IASS researchers' analysis.

Weko and Goldthau identified 71 international initiatives that include the transfer of low-carbon technologies among their objectives. A particularly large number of these are active in countries where only a small proportion of the population has access to electricity. They are successfully improving the development of sustainable energy systems there. However, only 26 of the 71 initiatives surveyed actually take on the task of technology transfer.

In order to increase the transfer of knowledge to developing and emerging countries, the researchers believe it is essential that industrialized countries keep their funding promises and provide more support to the United Nations Climate Technology Center and Network. This is because the gap cannot be closed with the current patchwork of initiatives. The link to trade also offers opportunities: for example, technology-importing countries can negotiate better conditions if they pool their demand.

Source: www.iass-potsdam.de

This article originally appeared on m-q.ch - https://www.m-q.ch/de/mangelnder-technologietransfer-gefaehrdet-klimaziele/

Siemens has been measuring lightning activity in Switzerland for more than 20 years. The BLIDS lightning information service registers data from so-called ground lightning. These are those lightning strikes that actually reach the ground and thus pose a danger to people, animals and infrastructure facilities. In Switzerland, the service is used by around one hundred customers. These include insurance companies, industrial companies and fire departments, as well as golf course operators and private individuals.

Fewer lightning strikes in summer 2022

Across Switzerland, 37,227 lightning strikes were recorded this summer, compared to around 63,155 in the same period last year. The highest number of lightning strikes in Switzerland was recorded in the town of Correvon/VD. The Siemens system registered 7.41 lightning strikes per km here².   

Broken down by state region, the following localities recorded the most impacts:  

This article originally appeared on m-q.ch - https://www.m-q.ch/de/37227-blitzeinschlaege-im-sommer-2022/

At the heart of EPFL - the emblematic showplace of innovation - the third edition of the mentoring program, which gives girls aged 13-16 exciting insights into technical professions and thus encourages them in the STEM disciplines, was launched. "In order to address the shortage of qualified workers in the fields of computer science and technology, it is important to encourage the next generation of women, who can definitely take their place in these still predominantly male-dominated professions," explains Sandra Weidmann, program manager Swiss TecLadies. Swiss TecLadies works with the Research center in vocational psychology and career counseling (CePCO) of the University of Lausanne UNIL together to give the program the greatest possible impact.

Enthusiasm aroused among the budding Swiss TecLadies

The day began with the plenary assembly in the large hall of EPFL and the welcoming addresses by the head of the SPS Science Promotion Department of EPFL, Dr. Farnaz Moser-Boroumand, and the President of SATW, Prof. Dr. Benoît Dubuis. This was followed by speeches by various well-known female personalities from the fields of technology, computer science and space.

Renowned experts such as Deborah Müller, Space Technology and Industrial Relations Advisor, ESA Technology Harmonisation Swiss Delegation and mentor for German-speaking Switzerland, Eleonore Poli, PhD student and analog astronaut, and Prof. Dr. Monica Landoni, researcher and speaker at the Faculty of Informatics at the Università della Svizzera italiana USI and also mentor for southern Switzerland, took the floor on stage. Those who were there noticed that the verve and enthusiasm in the presentations were able to convince the fascinated audience of their passion for their respective activities. The speakers highlighted the great importance of science for the challenges of modern society and called on the young women to enter these fields in order to help shape the world of tomorrow. 

Fun getting to know each other

After these presentations, it was time for the mentees and mentors to find out their counterpart in the hall. The search was musically accompanied by the Post Tenebrass Band. In the form of speed dating, several questions had to be answered during a few minutes to break the ice. 

After a joint lunch, the mentees were able to participate in programming workshops offered by EPFL's Science Promotion SPS department in German, French and Italian. Dr. Farnaz Moser-Boroumand explained, "To address the current and future challenges of our society, we need scientists and engineers, women and men. That's why it's essential to give girls all the tools they need to build their confidence enough to want to pursue science and engineering careers." During this time, the female mentors took part in a workshop by the RADAR RP agency on the topic of "Communicating better in science" or in an info session on "Being a mentor for a TecLady."

The mentors involved in the program are specialists in the fields of technology, science or even IT and aerospace. They work in a wide variety of companies from all over Switzerland.

Source: SATW

This article originally appeared on m-q.ch - https://www.m-q.ch/de/mentoringprogramm-swiss-tecladies-der-satw-gestartet/

On Thursday, Coop welcomed more than 270 business partners and agency representatives to the "Coop Retail Media Update 2022" at the Congress Center in Basel. With this event, Coop wanted to familiarize those present with its large portfolio of offers in the area of retail media. "A lot of digital campaigns today are played out via agencies, which is why it's important for them to see what we can do and how we think," said Thomas Schwetje, Head of Marketing and Digital Services at Coop.

As one of the major media marketers in Switzerland, Coop plans to hold the event every two to three years in the future. At the first "Coop Retail Media Update," the Basel-based retailer also presented an innovation. With the "Managed Audience" product, Coop wants to deliver the "best target groups" to its partners from now on. "We are very close to consumer behavior with our stores and online worlds," explained Schwetje, who will head the newly formed Digital & Customer directorate as of 2023.

New target group approach

For example, if a customer such as Feldschlösschen wants to target only people on a media portal for a campaign who have recently bought beer or viewed a barley juice online at Coop, the retailer can now provide such data, anonymized and in compliance with data protection laws. "We also have information on a vegetarian target group, for example, or we know all about diaper shoppers," says the head of marketing at Coop. In total, the retailer has background information on more than 5.4 million people.

For this product, Coop is building on its extensive marketing infrastructure. "We developed everything ourselves," Schwetje reveals to Werbewoche.

With "Managed Audience," the data of a desired and previously precisely defined target group is made available to the media agency of a Coop partner in anonymized form. In this way, this special group of people can be reached with the help of suitable advertising directly on the media portals, for example, of Watson, 20 minutes and Viewbut also via YouTube and other digital platforms. To this end, the company has entered into cooperation with various media companies. The new product was tested with various partners.

Initially, Managed Audience will only be available to companies that have at least one product listed with the retailer. However, Thomas Schwetje can imagine offering the innovation to other, external companies such as banks or insurance companies in the future.

Merging offline data literacy with the digital world

"We anticipate a considerably large demand from our partners here," says the 52-year-old. Google and Facebook have certain search and usage data of their customers, but Coop has much more extensive information of its stationary and logged-in clientele, especially on specific purchasing behavior, he says. "We have a very comprehensive knowledge of our customers," reveals Adrian Steiger, Head of Digital Services at Coop. On the one hand, this is based on purchases made in Coop stores. On the other hand, 130 million sessions are recorded each year via coop.ch and the Supercard app, which provide extensive insights into online usage behavior.

"Managed Audience" may not be the biggest product innovation in Coop's history, "but it's something we're very proud of," Steiger smiles. It is a new way of addressing target groups in the digital environment. It's all about relevance, the data analytics expert emphasizes. Everyone would benefit from this innovation: The customers, because in the future they will only see things that are really relevant to them, but also the business partners, who could use their budgets so much more effectively. "At its core, it's about merging offline data expertise with the digital world," is how the 43-year-old Coop man sums up "Managed Audience."