Coop Sverige is part of Coop Norden, which is owned by the Swedish, Danish and Norwegian consumer cooperatives. Coop Norden has been run as a combined group of companies since January 1, 2002. Coop Sverige comprises Coop Forum, Coop Konsum, Coop Extra, Coop Nära and Coop Bygg. In 2006 Coop Sverige had 26 billion SEK in turnover and 8,500 employees.

Coop Sverige has been using C2’s MRM system since 2002.

The Problem

Coop had a problem: their digital assets were scattered in several different places. Images were saved in several different image banks, and recipe images and copy were saved in different locations. Coop had a hard time getting an overview of all their materials, knowing who owned what, and being able to produce recipes and signs efficiently. For example, material was often stored redundantly. Coop realized that they would be able to manage their communications more efficiently with everything gathered in one place.

Coop wanted to use C2’s MRM system to:

• use a single media bank for recipes, images and merchandise copy
• be able to export material to other systems
• communicate via more channels than before
• reduce the cost of producing and managing recipes and in-store material
• increase reuse of marketing materials
• produce and distribute specially adapted marketing and in-store materials

The Solution

Coop went from using several image banks to gathering images, recipes, and merchandise copy in one place - in C2’s Media Bank. Today the system serves as a source for an extensive part of Coop’s marketing materials. Merchandise information is exported from the system to Coop stores’ point-of-sale systems on a daily basis. Images, copy and recipes are exported directly to the web site, mobile devices, to stores and to DR mailings. C2’s MRM system ensures that accurate information with the right graphic guidelines is communicated.

The stores create in-store materials such as signs and shelf labels themselves, directly in the system - quickly and easily. The store selects the product for which they want to create a sign. The system then retrieves the product image, accurate merchandise information and price, and creates a sign in the format the user/store has indicated. Today Coop produces 7,000-12,000 signs per month in stores all over Sweden.