Coca-Cola HBC Austria strengthens brand communication at the point of sale
Across hospitality, retail and wholesale, Coca-Cola HBC Austria connects with consumers every day through a diverse network of distribution partners. The challenge was not only to update content quickly, but to deliver consistent, relevant brand communications across a wide variety of locations, retail formats and customer touchpoints.
To strengthen its presence at the point of sale, Coca-Cola HBC Austria set out to replace traditional printed POS materials with a dynamic digital signage network. The objective was to create a more agile approach to visual merchandising, enabling campaigns and promotional content to be managed centrally, updated in real time and tailored to individual locations, distribution channels and shopper journeys.
A partner offering personal support
When selecting the right partner, technical capabilities were a major part of the decision. Coca-Cola HBC Austria wanted a dedicated contact person, short communication channels and reliable support throughout the project and beyond. A strong price-performance ratio was another key criterion.
Coca-Cola HBC Austria chose ZetaDisplay Austria due to the flexibility of the solution and the ease of using the software to manage and deliver content efficiently. At the same time, the solution portfolio provides the scalability needed to support both current requirements and the long-term expansion of digital brand communication.
Consistent brand communication across every touchpoint
Communication requirements vary across Coca-Cola HBC Austria’s distribution channels. In hospitality venues, digital displays promote menus, meal deals and limited-time offers, while in retail environments they showcase seasonal campaigns, new product launches and brand-led marketing. Rather than adopting a one-size-fits-all approach, Coca-Cola HBC Austria has implemented a flexible portfolio of digital signage solutions tailored to the needs of each location and channel.
Using the content management system within Engage Suite, marketing teams can plan, schedule and deploy campaigns centrally, ensuring consistent brand messaging while adapting content to individual stores, venues and customer journeys. The result is a more agile and effective approach to point-of-sale marketing. Campaigns can be updated in real time, brand communications remain consistent across Austria, and content can be targeted to the right audience at the right location. Dynamic digital displays increase the visibility of promotions, seasonal campaigns and product launches at the point of purchase, while automated workflows reduce operational effort and enable marketing teams to respond more quickly to changing commercial priorities.
A portfolio for different distribution channels
Every location has different communication requirements at the point of sale. Whether at the counter, in a shop window, on the sales floor or in a hospitality environment, ZetaDisplay Austria works with Coca-Cola HBC Austria to develop the right hardware concept for each setting.
The solution uses a modular screen portfolio with display sizes ranging from 24 to 86 inches. It also includes different mounting systems, displays with or without integrated players, and routers for internet connectivity. The right display solution is selected for each area, including digital pavement signs, wall-mounted displays, shop window displays and permanently installed displays.
This creates a solution for every sales environment that integrates effectively with the existing space and supports clear, impactful brand communication. The project is supported by a comprehensive Managed Service covering hardware, software, monitoring, maintenance and licence management. This allows Coca-Cola HBC Austria to focus on planning and delivering campaigns, while the operation and availability of the entire infrastructure are managed reliably.
Step by step towards an Austria-wide rollout
Following ZetaDisplay’s successful tender bid, the project began in July 2024. After the successful completion of the pilot phase, the solution is now being rolled out step by step to additional locations across Austria.
With a scalable portfolio of hardware, software and Managed Services, Coca-Cola HBC Austria is creating the foundation to develop consistent brand communication across a wide range of distribution channels and strengthen its brand presence at the point of sale over the long term.
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