Coop Estonia to Improve Retail Strategy with RELEX  

Implementation of price optimization to mark a significant milestone in the retailer’s journey towards operational excellence

Coop Estonia, a market leader in the Estonian grocery market, with 18 regional cooperatives and 319 stores, has expanded their use of RELEX Solutions, implementing price optimization with the aim to use data and analytics to make informed pricing decisions.  

Since 2018, Coop Estonia has successfully used forecasting and replenishment solutions from RELEX. In 2022, they implemented promotions planning and optimization to streamline the set-up of over 3,000 campaigns per month, reducing the purchasing managers’ workload and ultimately, driving improved margins. As the largest retail group in Estonia, they place a strong emphasis on customer satisfaction and adopting centralized supply chain management assists with achieving their goals. This new implementation will enable Coop Estonia to optimize pricing across 15,000 – 16,000 SKUs, reduce stockouts and spoilage, and better meet customer demands.    

“We have already seen significant and positive impact on our sales from using RELEX for promotions. This meant that expanding our collaboration to include price optimization was a crucial next step for us. By bringing promotions and pricing together, we will be able to make price decisions more efficiently, ensure a unified process across all our activities and pass on the benefits to our customers,” said Oliver Rist, Purchasing Director, Coop Estonia. 

Coop Estonia will move away from their existing manual pricing management to system unified with the existing promotions planning and optimization. The price optimization solution will enable Coop Estonia to make price changes more efficiently, ensuring optimized pricing strategies that respond quickly to market conditions. By unifying pricing with promotions, they will manage both within a single framework and benefit from a cohesive strategy that ensures consistent execution across all pricing activities. The integration will allow for effective scenario planning and better alignment with their business goals, leading to higher profitability and efficiency.  

“We are thrilled to deepen our partnership with Coop Estonia. By bringing together pricing and promotions, and integrating this with forecasting and replenishment, we are helping Coop Estonia achieve a unified process that will drive significant efficiencies and allow them to navigate complexities in the grocery retail sector,” said Henrik Salzman, Vice President Sales, Northern Europe and CEE, RELEX Solutions.