SodaStream, the global sparkling water-maker brand, is accelerating its digital transformation with Qlik’s cloud analytics. This will be a crucial next step in its goal to inspire environmentally friendly drinks consumption.
Initially operating as a B2B enterprise, SodaStream has long factored environmental concerns into designing its closed-loop model. This saw consumers return used cylinders to retailers for cleaning and reuse at the end of a product’s life. Seeking closer relationships with its customers, SodaStream more recently decided to further its environmentally conscious impact by adding a B2C-led approach.
The company has been investing heavily in digital transformation technology to align its operational and business goals with sustainable solutions and products. Like many businesses looking to achieve Active Intelligence, SodaStream has taken the next step in its data journey by moving to Qlik for more advanced analytics capabilities.
This move is arming SodaStream with the ability to:
- Monitor and track data in real-time – SodaStream has access to a single, up-to-date, accurate version of the truth regarding performance and inventory levels;
- Empower teams with knowledge of consumer habits – SodaStream can smoothly make the transition to B2C through attaining a better picture of what consumers are looking for in the drinks consumption space;
- Optimise the company’s marketing efforts – using relevant and timely consumer data, SodaStream can dynamically create audiences that feed more intelligence into its marketing automation platform. By measuring the impact of content, the marketing team can tailor better offers to its consumers; and
- Act as a leader in environmental drinks consumption – better measurement of marketing content is improving SodaStream’s consumer relationships by educating more effectively on single-use plastics waste.
By harnessing its data through Qlik, SodaStream can better achieve its business goals. The end-to-end marketing and sales function in particular are drawing huge benefits.
“Say we have 50 million contacts, but perhaps I only want to communicate with those that have purchased our flavoured products in the past two weeks to remind them these are recyclable. Here, we are using Qlik to dynamically create audiences which feed further intelligence into our marketing automation platform,” SodaStream International global head of Digital Transformation Yoed Negri said.
“This is something that we could only learn from using our own data, and it’s amazing! One of the many ways we use Qlik is for real-time audience management purposes. This is where we use this data to understand our consumers’ habits and get a better look at how we can help them to reduce their environmental footprint.”
According to Qlik senior vice president, Francisco Mateo-Sidron, mass plastic production is challenging because most of it is not disposed of responsibly, with 6.3 billion out of 8.3 billion tonnes of plastic products becoming waste.
“That’s why it’s particularly commendable that 78 billion single-use plastic bottles will have been saved by 2025 thanks to SodaStream, and Qlik is delighted to be supporting it on this journey,” Mateo-Sidron said.
“With Qlik, SodaStream employees are able to take advantage of company data in real-time, converting this into Active Intelligence to make better business decisions and keep educating consumers on how they can make more sustainable choices, without compromising on quality.”