**Germany**: Danone has implemented multiple automation solutions, using Microsoft Power Query, Power Automate, and RPA software, to reduce order entry time by 60%, improve customer communication, and streamline delivery processes for its FMCG products.
Danone has implemented multiple automation solutions to streamline order processing for its fast-moving consumer goods (FMCG) range in Germany, significantly reducing the time required for order entry and improving service to retail partners. Bernhard Straßer, Head of Customer Solutions D-A-CH at Danone, explained that by combining customised and commercially available software, the company has been able to enhance efficiency and customer communication.
According to Straßer, Danone’s team of 35 employees works to optimise the entire order-to-delivery process. Over the past year, automation has cut order capturing time by approximately 60%. The company’s product portfolio in Germany includes water, baby food, plant-based products, and dairy items.
A key area of focus has been handling orders received as PDFs, which often come from smaller customers such as beverage wholesalers, or involve promotional goods ordered outside traditional Electronic Data Interchange (EDI) channels. To manage these, Danone utilises Microsoft add-ons “Power Query” and “Power Automate,” alongside Robotic Process Automation (RPA) software integrated with its merchandise management system.
Straßer’s team includes five specialists dedicated solely to process optimisation and automation. They have tailored the Microsoft tools so that data extraction and transformation occur initially via Power Query, followed by further processing through Power Automate. Finally, RPA software executes the necessary tasks. This combination not only automates order entry but also manages order modifications—such as adjusting delivery dates—in collaboration with logistics teams to improve delivery punctuality and route efficiency. This year alone, thousands of order changes have been handled automatically.
“The majority of customer communication for capturing and controlling orders is automated with this trio of tools,” Straßer told the German Retail Blog. Currently, these tools manage 36% of customer emails, which include order confirmations and delivery status updates. On average, Danone sends around 1,800 automated emails per month to customers within Germany. These messages are often dispatched very early, well before 6 a.m., enabling retail partners to begin their workday promptly. The manufacturer has reportedly received positive feedback from trade partners about this service enhancement.
Straßer also highlighted the ease with which these automation processes can be established. “We can set this up quickly ourselves without consuming extensive project resources,” he said. This contrasts with the considerable time investment that EDI setup can require, which may not be suitable for all customers. However, Straßer emphasised the necessity of maintaining oversight over the automation systems: “It is important to monitor the robots and always have a backup solution.”
Danone’s experience demonstrates the potential for automation to reduce manual workloads, enhance communication with B2B customers, and support more efficient delivery processes in the FMCG sector.
Source: Noah Wire Services
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