HP Retail Marketing Automation

With 525 hypermarkets, supermarkets and convenience stores spread throughout Spain, Caprabo operates in an intensely competitive arena. Price wars are constantly being fought and because the company believes that 70 percent of customer buying decisions are made in the store, sales are increased by effective point of sale marketing.

• Centralize design and production of its in-store marketing materials
• Reduce complexity and difficulty in managing its promotions

• Implemented the HP Retail Marketing Automation solution – a combination of software, hardware and services that supports on-line collaboration

• Lowered duplication of effort
• Increased products under promotion from 800 to 1,400
• Obtained better support for Caprabo’s aggressive growth plans
• Achieved costs savings by reducing production headcount from eight to four
• Reduced promotional lock-down times from 28 days to 17 and print times from 10 days to four

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