Coop

Coop elevates conversion rates by multistreaming from 150 stores

Coop, one of Denmark’s oldest and largest retailers, operates 1,200 SuperBrugsen, Fakta & Kvickly stores selling groceries to barbecues and a major webshop.

Food & Beverage

Denmark

Here's some numbers from their Live Shows

150 stores

in one joint live sale

Record-breaking

conversion rates both during and after their live shows

Increased sales

both online and offline

The Goal

From one local live show to centrally managed live sales in 150 stores

For Coop, the live sales adventure started locally during the corona pandemic, when some of their stores went live as an experiment. It quickly became a success, and Coop wanted to go live with a central initiative so they could get more of their stores on board. It was, however, a challenge to get a streamlined look across all 150 stores.

The solution was central management from the service office, which now creates the live event, while the stores themselves promote it locally on each of the 150 Coop Facebook pages. If not for Sprii, this technically complicated setup would not have been possible.

The highly intelligent software system has a unique multistream feature which allows you to broadcast one live show on an unlimited number of social media pages at once. In this case, the feature is used to stream the same well-produced live show to 150 individual Facebook pages representing 150 local Coop stores – all at the same time. In this way, Coop gets their live sales out on a large scale – both locally and collectively.

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Coop elevates conversion rates by multistreaming from 150 stores

The Challenge

The Setup

Tailor-made setup matches the demands of 150 local shops

Because of the unique situation, Coop got a tailor-made deal with Sprii. They needed the system to support all 150 Facebook accounts broadcasting live at once. In addition, individual stores needed to be able to host their own live shows when they wanted it. To accommodate both formats, a tailor-made setup was needed.

To make it as easy as possible for the many stores, the Coop headquarters is now in charge of creating new campaigns in Sprii and uploading new products to its database. Each new campaign created is copy pasted and applied to all 150 store accounts in Sprii. Next, the indicated product stock in Sprii is adjusted to match the actual inventory of each individual store. In this way, none of the stores risk selling items which they no longer have in stock.

The name “Coop” is based on the English word “cooperation” – and cooperation certainly plays an important part when it comes to the Coop live shopping journey. The cooperation between Sprii and Coop goes both ways. If Coop needs a certain function, Sprii develops the idea and comes up with a solution. This not only benefits Coop but also improves Sprii over time. It’s a win-win situation for both parties.

Execution

The Results

Increased exposure and product awareness with multistream setup

During one of Coop’s particularly successful live shows, they invited the renowned chef and cookbook author Claus Holm into the studio. He shared great tips and also unveiled his newly launched product range. The show was live streamed by 130 local stores, all of which experienced a skyrocketing conversion rate – both during the event itself, but also in the week following the live show.

The effect was clear. Customers who had not previously known about a particular product suddenly became aware of it. As a result, Coop’s sales numbers increased significantly, not only in the comments section below the video, but also on the Coop webshop and in the many physical stores. With Sprii's help, Danish consumers now know the Coop products better, while Coop remains top-of-mind with consumers both during and after each live show.

The big live shows are usually hosted by Coop’s own category managers – sometimes together with a celebrity like Claus Holm. The category managers have expert knowledge of each category, while celebrities like Claus Holm help to attract viewers and promote the products. With Sprii, it is possible for Coop to host large, multi-streamed live shows with a huge reach along with small, local live shows, which creates a sense of closeness and community.

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Record-breaking

Increased sales

From one local live show to centrally managed live sales in 150 stores

Tailor-made setup matches the demands of 150 local shops

Increased exposure and product awareness with multistream setup

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