Valvis Holding

Valvis Holding Distribution

About the Company

Valvis Holding Distribution, part of the holding created by Jean Valvis in Romania, is the company in charge of the national distribution, on IKA, TT and HORECA channels, of Aqua Carpatica mineral waters, wines from the Domeniile Sâmburești range and more recently, the first Hard Seltzer made in Romania with moderate alcohol content (4.5%) under the Wet brand.

Currently, Aqua Carpatica is one of the most important players in the mineral water segment in Romania and exports to the United Kingdom, Greece, Saudi Arabia, United Arab Emirates, Moldova, Israel.

Valvis Holding Products

Solutions used

Transart CORTEX
Hermes Retail Execution

Background

Valvis Holding Distribution mobilizes a team of 45 Area Managers (ASM) and 6 Regional Supervisors (RSM) who actively monitor the relationship with over 60 Traditional-Trade distributors and oversee the implementation of trade-marketing campaigns, promotional actions at store level: modern retail stores (IKA), Horeca locations and Traditional-Trade stores.

The implementation of CORTEX-HERMES applications optimized the monthly reporting process which was very laborious. In order to reduce reporting time, the need for automation arose, starting with the centralization of the data collected on a daily basis, directly from the distributors’ ERP systems.

In addition, Valvis Holding Distribution owns a large number of refrigerated display cases, distributed throughout the country in HORECA, IKA and Traditional-Trade locations. Keeping track of this equipment was a labor-intensive process and was not centrally structured.

At the same time, the Trade-Marketing team wanted a tool to monitor the presence of products on the shelf and collect information on merchandizing in the main modern retail stores in order to evaluate and improve performance.

We have been collaborating with Transart since 2018 when we were looking for a solution that would centralize the sales of partner distributors so that we could obtain real-time information on the number of points of sale where the products sold by Valvis Holding Distribution are present. In the decision to start the collaboration, it was very important that Transart had long experience in implementing such systems and that it proposed a unique DSiM (Demand Signal Management) solution on the Romanian market.
Valvis Holding Distribution
Valentin TUCĂ
IT Manager la Valvis Holding Distribution
Aqua Carpatica - valvis

Implementation

Following discussions and analysis by the joint working team, it emerged that in order to automate the centralization of the data collected from the 60 distributors, it was necessary to interface with more than 17 separate ERP systems in place at the distributors.
Transart already had experience in integrating with more than 60-70% of them in previous projects, and could therefore guarantee the successful implementation of a Cortex DSiM system for Valvis Holding Distribution in a reasonably short time.

For business reporting and analytics the Valvis Holding management team chose Tableau – a modern visual Business Intelligence platform that has proven to be scalable, easy to integrate and adopted by key users.

Valvis Aqua Carpatica -

The CORTEX architecture involves building a data warehouse, organized by business topics, and a temporary “Data Staging” work area where data extracted from other systems is initially loaded in order to clean, standardize and correlate it with data from other sources, before loading it into the Business Intelligence platform (Tableau).
Having an open architecture, CORTEX also allows the integration of other data sources in addition to the Sell-Out data collected from distributors. After auditing the data sources needed to populate the data warehouse with consistent data and integrating KPIs relevant to the business evolution into departmental Dashboards, the implementation team concluded:

  • Increase market coverage, the universe of targeted locations where Valvis Holding Distribution is present with its own products;

  • An integration with the ERP Pro Concept, used internally by the company, is desired in order to import "Sell-in" data.

This could ensure a consistent flow of fresh data, collected directly from the market, to be systematically uploaded into the data warehouse. Following the detailed presentations and the newly emerging prospect that the trade-marketing team would have its own dedicated tool – HERMES Retail Execution, in which the activity would be recorded and specialized questionnaires developed to collect the necessary data, the management team decided to complement the system delivered by Transart with the HERMES system – the Retail Execution, Site Photo, GPS and Asset Management modules.

Samburesti - Valvis Holding

Benefits

  • Increase market coverage, the universe of targeted locations where Valvis Holding Distribution is present with its own products;

  • Improved control over the team's work and monitoring of targets set on the execution side of the market (attendance, placements, marketing, photos);

  • The activities in the Trade-Marketing area are now recorded in HERMES, which has become the main tool used for recording activity and collecting specific market intelligence;

  • Efficient management of refrigeration equipment with the Asset Management module.

Choosing Transart as a partner in this big project was the right decision. Reports to management are now transmitted in real time, facilitating commercial decisions. At the same time, we must not forget the benefits of the Retail Execution reports, which have resulted in more accountable and efficient employees, with the whole team having access to a wider spectrum of new business intelligence.
Valvis Holding Distribution
Marian Fluscă
Director Comercial - Valvis Holding Distribution

Solutions used

Hermes Retail Execution

HERMES is the mobile sales and merchandising solution specifically developed to increase the productivity of field agents.

More details

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