Big data can play a vital role in helping companies to strengthen their brand positioning according to one of Europe’s best-known fresh produce marketers.
Speaking ahead of next week’s EU Fresh Info Forum & Round Table which takes place in Rotterdam, SanLucar’s business excellence manager Christoph Waltert said the company relies on big data to predict consumer behaviour and new tendencies within the sector.
“In our field of activity it is very important to maintain the brand awareness as well as to accompany the brand with an excellent service. SanLucar focuses on this by applying the most innovative technology,” Waltert noted.
“In our company we know about the great potential of ICT and big data for brand positioning and of course we make use of it.”
He said SanLucar was one of the few companies within the industry to have set up an internal working group to ensure that information is accessible, accurate and easy to understand for everyone.
In addition the company is part of GS1, a European group dedicated to the design and implementation of global standards and solutions to improve the efficiency and visibility of supply chains.
“After having built the base with standardised data, we are currently in a second stage of development of our organisation with a dual purpose: to investigate future trends to respond effectively to changes in the marketplace, and to overcome the challenge of digitalisation,” Waltert explained.
“Only by creating alliances and working all together will we be able to get the most out of the many uses of the new technologies.”