Brau Union Österreich AG
Customer Snapshot: Overview
Austrians consume nearly 108 liters of beer a year, per person
For many people the weekend starts with a favorite beer on a Friday night, relaxing with friends after a busy work week. The weekend barbeque succeeds when the favorite beer is served. A trip to the local retailer can be a frustrating excursion when beer shelves are empty or the desired brand is not available. Brau Union Österreich AG turned to SAP’s Mobile Platform, to make sure stores always carry their beer brands, and are never out of stock.
Brau Union Österreich AG
Number of Employees
Line of Business
SAP Customer Relationship Management (SAP CRM), SAP Mobile Platform
SRB Consulting Team GmbH
Customer Snapshot: History
Today Brau Union Österreich AG is the region's largest brewer and market leader. The company represents international premium brands such as Heineken, national top brands such as Gösser or Zipfer, and regional brands such as Puntigamer, Kaiser, and Schwechater to name a few. The company was founded in 1921 when 5 local breweries merged to become Österreich Brau AG. Additional breweries joined in subsequent years. Österreichische Brau AG und die Steirerbrau AG merged in 1989, under the name Brau Union Österreich AG—and in 2003, they joined the international Heineken family.
7 Breweries, 13 Beer Brands, and 47,000 Commercial Customers
Customer Snapshot: Business Model
Frustration Loses Customers, and Weakens the Bottom Line
The company’s sales representatives were spending too much time on inefficient, paper-based administrative tasks, and not enough time keeping beer in the stores.
Brau Union Österreich AG works hard to satisfy their consumers and the managers at local stores. Sales representatives need to have all customer information immediately available to provide the best and most efficient onsite service. As a market leader, Brau Union Österreich AG always aims to use state-of-the-art technology in fulfilling their goals. Company leaders were looking for a platform upon which to develop a Sales Execution application.
They chose SAP’s Mobile Platform as the best way to leverage existing SAP software investments, including the SAP Customer Relationship Management [SAP CRM] application.
On the Spot Inventory via Mobile Phone.
Enter SAP: The SAP Experience
Perfect Partnering Leads to Positive Feedback
Brau Union Österreich AG partnered with the SRB Consulting Team to develop their new Sales Execution app, built specifically for iPhones carried by sales representatives. The mobile application is stable and positive feedback received from field managers proved that the collaboration with SAP and SRB Consulting was the right choice. The implementation project was completed in time and on budget within 4 months.
The representatives use direct online access to customer information to make accurate decisions in real-time. They present additional products and promotions to store managers. Truly efficient administrative processes always create time and cost savings.
The Sales Execution App and the SAP Mobile Platform give employees access to CRM data, guaranteeing secure connections between systems, data exchange and consistency.
He Gets the Data He Needs, Immediately.
Better Business: Benefits
Better Business: Run Simple
To further enhance customer service and overall business performance, Brau Union Österreich AG plans to further build on SAP’s Mobile Platform. The goal is to make every single application directly available to all sales representatives, in order to make their jobs easier. The company is looking to introduce productivity scenarios, like time and expense tracking (part of SAP Fiori), and apps that support local restaurants.
We Can Build on Such a Strong Foundation.