livroinovacao2015_1512816319578e4c92916fb

INNOVATION IS CENTRAL
TO OUR MISSION AND SET OF VALUES.
WE STRIVE TO CONTINUOUSLY ENCOURAGE
OUR PEOPLE TO STRENGTHEN OUR INNOVATION
CULTURE THROUGH AN ACTIVE PARTICIPATION.
THIS BOOK IS A CELEBRATION OF THEIR
CURIOSITY, CREATIVITY, ENTHUSIASM, INITIATIVE,
RESILIENCE AND CUSTOMER-ORIENTATION
THAT ARE KEY INGREDIENTS TO OUR SUCCESS.

06 Projects p.32
01
Contributing to the
future of retail
p.08
02
Taking
innovation live
p.12
03 Ecosystem p.18
05
Facts and
numbers
p.26
04 Challenges p.22

—
10
CONTRIBUTING
TO THE
FUTURE
OF RETAIL
INNOVATION
IS PATENT
THROUGHOUT
ALL OUR BUSINESS
FUNCTIONS
AND ACTIVITIES,
IN WHICH WE
KEEP GENERATING,
EXPERIMENTING
AND IMPLEMENTING
NEW IDEAS
AND SOLUTIONS
RETAIL BOOK OF INNOVATION ‘15

—
11
Acknowledged as a top priority in SONAE, innovation is patent
throughout all our business functions and activities, in which
we keep generating, experimenting and implementing new
ideas and solutions that, in turn, allow us to excel in the
development of competitive businesses that create value for
all stakeholders.
One of the most prominent and verifiable signs of the
importance we give to innovation is the financial magnitude
of our investment in research. development and innovation.
This indicator exhibits a two-digit average annual growth rate
since 2005, significantly higher than, for instance, the one
observable on the group of the 1.000 world biggest companies
in terms of R&D+i spending.
To ensure the success of our innovation endeavours, we
rely on the active participation of an increasing number of
our people, representing different areas and levels of the
organisation, on the facilitation and acceleration of the
innovation flux by a dedicated internal team and on
the collaboration of an international open innovation
network, involving already more than 150 partners in dozens
of countries.
Every initiative pictured in this book reflects the attention,
commitment, dedication and talent of a project team that
resiliently pursued a novelty capable of remarkably improve
our customers' shopping and/or consumption experience as
well as our competitive strength as a retail player. Each one
of these is both an hymn to our conception of innovation and
a stimulus to keep delivering results worthy of portray in the
years to come.
Luís Filipe Reis
PRESIDENT OF FINOV
CHIEF CORPORATE CENTRE OFFICER
CONTRIBUTING TO THE FUTURE OF RETAIL

—
14
CREATING
INNOVATION
IS INHERENT
TO OUR
CORPORATE
MINDSET.
Creating innovation is inherent to our corporate mindset.
Three stages can be identified: starting with a vision of “what
it could be”, increasingly leveraged on both early clues about
what the future may hold and insights around customers’
needs and preferences, followed by progress towards the
vision through an empirical test, and learn approach that
ultimately leads to the implementation phase.
The participation of our colleagues in this innovation flow is of
paramount importance to us and, accordingly, we have
settings, links and initiatives in place to foster the acquisition,
development and retention of internal practitioners and to
ensure their contribution. We are equally as driven concerning
the external dimension of our innovation ecosystem, where
we enrich and consolidate an already fairly prolific, eclectic,
and international network of partners representing the
scientific, technological, business, entrepreneurial and
customer spaces. These aspects allow us to cover the entire
virtuous cycle, converting knowledge into economic value.
TAKING
INNOVATION
LIVE

—
15
Nuno Lopes Gama
HEAD OF INNOVATION & FUTURE TECH
TAKING INNOVATION LIVE
All this activity implies, on the one hand, a considerable human
and financial investment. On the other hand, it also ensures
we stay on track to become stronger and faster and that
we reach new heights in our business performance (a triad we
codenamed “Business Olympics”) and leads to positive
externalities and reactions, namely increasing external interest
in knowing more about our model and practice and willingness
to partner with us, in several 2015 events such as:
• official visit from Carlos Moedas, the European Commissioner
for Research, Science and Innovation, and José Carlos
Caldeira, the President of the Portuguese Innovation Agency;
• invitations to speak at prestigious events highlighting
innovation within the retail industry such as at the World
Retail Congress, the Shopper Marketing AECOC (Asociación
Española de Codificación Comercial) or the European
Parliament’s Round Table about the Data-Driven Retail
Sector, to name just a few;
• requests to evaluate the merit of projects of young
scientists, designers and entrepreneurs, as part of the jury
panel at awards and contests;
• the interest shown by important international business
and institutional players to have a more intimate level of
cooperation with us concerning innovation, translating
into joint participation in think tanks, study tours, data and
knowledge sharing, immersion experiences, and the award
of consortia projects.
As we develop hundreds of notable innovation initiatives
each year, it is always an arduous (and sometimes bitter) job
selecting the few to be spotlighted in a yearly book.
However, as we are very confident that the impact,
uniqueness and/or symbolism of the ones that succeed
more than justifies their selection, we invite you to peruse
the results of our collective determination to take
life-improving innovation live.

—
16
INNOVATION AT SONAE
DECENTRALIZED MODEL WITH CENTRAL FACILITATION/ACCELERATION
EXTERNAL INTERNAL
SONAE
CAPITAL
SONAE
MC
SONAE
INDÚSTRIA
SONAE
SR
SONAE
SIERRA
SONAE
RP
RETAIL
INNOVATION
UNIT
Our
Actors
Science
& Tech
Partners
Institutions
Agencies
R&D Labs
Providers
Schools
Tech
Transfer
Units
Associations
Governments
Customers
B2CB2B
Entrepreneurship
Players
Retail
Players
Retailers
Suppliers
Venture
Capital
Incubators
Accelerators
Startups
Scaleups
Innovation
Committee
Our PeopleOther
Units
FINOV
NOS
SONAE
FS
SONAE
IM

INNOVATION COMMITTEE
Adelino Miranda
Cost Control Manager, Asset Protection, Sonae MC
Ana Cristina Fonseca
Head of Human Resources, Sonae
Ana Silva
Innovation Specialist, Innovation & Future Tech, Sonae
António Pinheiro
Financial Controller, Sonae RP
Ana Catarina Martins
Project Management & Continuous Improvement,
Sonae SR
Bruno Mourão
IT Strategy & Enterprise Architecture, Experimentation and
Strategic Partnerships Lead, Business Information Technology,
Sonae MC
Bruno Pereira
Senior Graphic Designer, Store Concept, Sonae MC
Carlos Silva
Operations Director, Sonae MC
Catarina Fernandes
Head of Communications, Brand & Corporate Responsibility, Sonae
Cristina Braga da Cruz
Head of Product Development, Non-Food, Sonae MC
Daniela Mendes
Innovation Analyst, Innovation & Future Tech, Sonae
Diana Pinto
Duarte Nuno Rocha
International and Non-Food Quality Director, Sonae MC
Fátima Valinhas
Head of Store Concept, Sonae MC
Filipa Ferreira
Human Resources Business Partner, Sonae MC
Gina Casal
Supply Chain Business Intelligence & Development in Electronics,
Sonae SR
Hugo Alexandre
Project Manager Officer, Worten Portugal, Sonae SR
Henrique Oliveira
Controlling, Maxmat
Ilda Campos
Program Manager, Business Information Technology, Sonae MC
João Nuno Guerra
Business Development Project Manager, Well’s, Sonae MC
João Pedro Nunes
Senior Business Analyst & Advisor, Planning and Management
Control, Sonae
Liliane Coutinho
Marketing Central Purchasing Manager at Marketing Department,
Sonae MC
Lourdes Miguel
Improving Our Work at Sales Department, Worten Spain, Sonae SR
Manuel Guedes Pimenta
Business Partner, Business Information Technology, Sonae MC
Manuel Lessa
Head of Business Intelligence and Development, Zippy,
Sonae SR
Manuela Oliveira
Head of Business Partners, Business Information Technology,
Sonae MC
Manuela Reis
Head of Area, Control, Quality and Development, Administrative
Services, Sonae
Margarida Côrte-Real
Project Manager & Continuous Improvement, Administrative
Services, Sonae
Marlos Silva
Area Manager Innovation & Future Tech, Sonae
Nelson Pereira
Commercial Development Director, Sonae MC
Nuno Gama
Head of Innovation & Future Tech, Sonae
Norberto Amaral
Future Tech Specialist, Innovation & Future Tech, Sonae
Nuno Almeida
Head of Business, Bagga, Sonae MC
Osvaldino Vieira
Senior Project Manager, Equipment and Construction,
Sonae MC
Paula Correia da Rosa
Business Development Director, Well’s, Sonae MC
Paula Filipa Gomes
IT Project Manager, Business Information Technology, Sonae MC
Pedro Cupertino de Miranda
Risk Manager, Risk Management, Sonae
Pedro Gonçalves
Business Partner, Business Information Technology, Sonae MC
Pedro Santos
Head of E-commerce & Mobile, Sonae MC
Rafael Dias
Business Development Director, Food Commercial Department,
Sonae MC
Ricardo Fernandes
Area Manager of Customer Service, Sport Zone, Sonae SR
Rui Braz
Head of Development, Logistics, Sonae MC
Tânia Calçada
Area Manager Future Tech, Innovation & Future Tech, Sonae
Tiago Costa Oliveira
Tiago Ferreira de Oliveira
Brand & Project Manager, Non-Food, Sonae MC
Tiago Lagarto
TAKING INNOVATION LIVE
—
17

—
20
ECOSYSTEM
AtSONAEweareproudofworkingwithagrowingcollaborative
ecosystem that acts as a powerful innovation multiplier. Our
network of innovation partners includes academia, R&D
entities, startups, incubators and accelerators, and other
organisations, namely international retailers. From applied
research to the co-design and development of products or
services, our joint innovation initiatives cover a wide variety of
topics and challenges. By combining our knowledge,
competencies and technologies, we are able to increase
the go-to-market pace of new research and technology
while enhancing business agility and driving innovation in the
retail industry.
E ENGINEERING
M MATHEMATICS
S SCIENCE D ARTS & DESIGN
M MANAGEMENTT TECHNOLOGY
>150PARTNERS
25COUNTRIES
4CONTINENTS
SKILLS:
SCIENCE
&TECH
PARTNERS
RETAIL
PLAYERS
ENTREPRENEURSHIP
PARTNERS
EE E SS SM T T
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E E E
E EE
E E
D MMM MM
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21
The University of Porto is strongly committed to
the creation of knowledge-based economic
value. In the context of the web of business
partnerships we have, SONAE is a key partner
because of its challenging attitude towards
innovation as a major source of competitive
advantage.
Carlos Brito
Pro-Rector of the University of Porto for Innovation
and Entrepreneurship
At Porto Business School we strive to be an
innovative front-runner business school, an
ambition aligned with the model of our School as
a platform for engagement bridging the
academic and corporate worlds. The relationship
between Porto Business School and SONAE has
been a source of mutual inspiration and a
catalyst for innovation and excellence. As a
“learning organization”, SONAE has generated a
large amount of new business insights and has
been a pioneer in adopting new methodologies
for knowledge transfer.
Patrícia Teixeira Lopes
Associate Dean | Porto Business School
Muzzley is dedicated to helping consumers
create and enjoy a smarter home by leveraging
the rapidly growing Internet of Things (IoT)
device ecosystem. In partnership with WORTEN
we're pioneering the education of consumers
about the benefits of this exciting new product
category. SONAE's innovative retail offerings are
key to educating the consumer and our vision of
a smarter home for all.
Jon Castor
Chairman of the Board | Muzzley
ECOSYSTEM
M S S ST
E
E
E
E E E E
E E M MM M
M M
M
M
MMS
S D M MMMM
EM
EE E E
E
E
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M M M M
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E E
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E E MMMMT
ED MM MM M M
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—
24
CHALLENGES
The European retail sector comprises 5.5 million companies,
employs 29 million people and represents 11% of the EU’s
GDP. As in any other economic sector, innovation is a key
element for retail competitiveness, challenging its future
while demanding the rapid adaptation of services and value
propositions for customers through continuous innovation
within the entire value chain, from producers to customers.
Sonae, as a global actor of this sector, is actively working with
the European Commission and other international entities
and retailers in order to stimulate the introduction of new
innovations and business models within the retail sector.
The Global Innovation Index shows Portugal in the 30th
place
among 141 countries. Sonae, as the largest national private
investor in R&D+i with global reach, is strongly committed in
increasing its investment with relevant impact in the country’s
economy through the promotion of knowledge transfer
between universities and companies and strengthening
a private Venture Capital Sector that helps entrepreneurs
and startups within the retail sector to flourish with a
global perspective.

—
25
Economic
and Social Impact
At Sonae we pioneer when bringing
R&D+i activities to the core of our
businesses, producing at the same
time relevant economic and social impact.
In 2015, at regional, national and European
level we have worked to bring awareness of
such activities within the retail sector to
policy makers and public bodies.
Strenghtening the
Retail Value Chain
In 2015, we have played an active role
in the knowledge economy developing
an increasing number of innovations very
often resulting from partnerships both within
and outside of the supply chain (co-creation
and/or open innovation), in addition
to welcoming new players to the retail
chain such as universities and
tech-based start-ups.
International Research
& Development and
Innovation
In 2015 we also created international
partnerships that led to European R&D+i
projects within fields such as Ambient
Assisted Living and the Horizon 2020
Program, contributing to demonstrate
the growing specialisation of retail activities
and its knowledge capital.
CHALLENGES

—
28
FACTS
AND NUMBERS
FTEs
2005 52
2014 784
x15
Employees
involved
2005 137
2014 4,392
x32
COTEC
Innovation
Scoring
2013: 719
+436%
Average annual
growth: 14.5%
Investment
in R&D+i
2005 22 M€
2014 96 M€

Innovation in our own brand products
How much does it represent (last 24 months)?
44%
of own brands references
SONAE MC and SR
Our own brand products
How much do they represent?
38%
Sales total
SONAE MC and SR
Innovation in our retail store formats
How much does it represent (last 36 months)?
20%
Sales total
SONAE MC and SR
FACTS AND NUMBERS
—
29

—
30
FESTA CONTINENTE
Silver Medal at the Marketing
Awards from “Meios & Publicidade”
GAP - AUTOMATIC GENERATION OF PLANOGRAMS
Finalist at the Wagner Prize for Excellence
in Operations Research Practice
CURED HAMS CONCEPT AND PACKAGING
Bronze Medal at Vertex Awards
CONTEMPORAL SELECTION OF WINES:
- ‘The best of the region’ at Uva d’Ouro
- Bronze medal at the International Wine Challenge
- ‘Excellent’ at Uva d’Ouro
- Silver medal at the International Wine Challenge
- ‘Commended’ at the Decanter World Wine Awards
- Bronze at the International Wine & Spirits Competition
100% NATIONAL MEAT CONCEPT
AND PACKAGING DESIGN
Gold Medal at the Vertex Awards
EXTERNAL
FACTS
AND NUMBERS

—
31
POTATOES CONCEPT AND PACKAGING
Silver Medal at the Vertex Awards 2015
and Silver Award at the Pentawards 2015
YÄMMI APP
Best site/Mobile App at the ACEPI Award
ZIPPY
Best Fashion Brand at Marketeer Awards 2015
RECOGNITION
GOING TO CONTINENTE MAKES IT WORTH YOUR WHILE
Finalist at World Retail Awards 2015
ZIPPY NEW STORE CONCEPT
Gold Medal at the Innovation Category
from POPAI Awards UK & Ireland
FACTS AND NUMBERS

—
34
Team members
Illustrations, step by step that show how we
developed our project from ideation to implementation.
PROJECTS
OVERVIEW

—
35
CHALLENGE RESULTSSOLUTION
FASTER
HIGHER
PROJECT DESCRIPTION
PROJECT NAME
Description of the challenges
that we were trying to solve with this project,
solution implemented and results obtained.
Project description with details
and relevant information.
Project
Qualification
Subholding | Division | Brand
STRONGER
AWARD
PROJECTS

—
36
IDEATION EXPERIMENTATION IMPLEMENTATION
TEAM
Helena Sousa
Catarina Simões
Ana Filipa Gonçalves
Ana Patrícia Lagarinhos
João Freitas Fernandes
CURED HAMS
FLAVOR
TRADITION
PORTUGAL
REGIONAL

—
37
The need to offer a new value
proposition to this market segment,
where all products appeared
to be very similar.
The development of a unique
and original concept for our full range
of cured hams.
+23%
PROJECT DESCRIPTION
With the development of this new concept for our full range of cured hams, we ensured that each of the three ranges
had distinguishing segments: the basic range, Continente “Classic Tastes”, and two superior ranges of Continente Selection
products for special occasions: “Tastes of Portugal” and “Tastes of the World ”.
CURED HAMS - CONCEPT AND PACKAGING
Sales increase, when
compared to last year
PROJECTS
HONOURABLE MENTION AT SONAE MC INNOVATION AWARDS 2015
HIGHER

—
38
TEAM
Ricardo Aragão
Elisa Carvalho
Pedro Caldas
COMFORT
WAVES
SURF
ZIPPERLESS

—
39
PROJECTS
The need to create a flexible, lighter
and more comfortable wetsuit.
A new product with an upgrade
in its technical characteristics. 70%
Percentage of sales
in its range
Reduction in the
production time
Reduction in the
production cost
HIGHER
PROJECT DESCRIPTION
The Deeply Zipperless Wetsuit was created under the Stimulating Creative Thinking initiative, which we often hold
with our team of surf and body board athletes. A great wetsuit is a fundamental item for any serious surfer, so we faced
the challenge of creating a flexible, lighter and more comfortable wetsuit that went through three rounds of tests before
reaching the final marketed product.
DEEPLY ZIPPERLESS SUIT
Sports & Fashion Division
-15%
FASTER
-9,4%
STRONGER
WINNER AT SONAE INNOVATION AWARDS SPORTS & FASHION DIVISION 2015

—
40
TEAM
Rodrigo António Charro
HANDLING
IMPROVE
LOGISTICS
FISH
DISTRIBUTION
SAFETY

—
41
-50%
Zero
-2h15m
PROJECTS
Significant risk of serious accidents
causing physical injury when handling
ice in the Fish Distribution Centre.
A vacuum system made up of a vacuum
hose and pump which transports ice from
the production chamber to a deposit site
that is used to fill the containers.
Reduction of time taken
to load and distribute
an ice vat
Daily time reduction
Accidents and
musculoskeletal
complaints when carrying
out the task
PROJECT DESCRIPTION
At the Fish Distribution Centre over 3100 tonnes of ice are handled annually. The operation consists of filling large plastic
containers manually from the storage chamber, involving a significant risk of accidents and physical injury. To solve
the problem, we created a safe and clean system to vacuum ice safely and ensure ergonomically safe handling techniques.
ICE TRANSPORTATION SYSTEM
STRONGER
HONOURABLE MENTION AT CHAIRMAN´S AWARD 2015
FASTER

—
42
TEAM
Osvaldino Vieira
Luís Lopes
Fátima Valinhas
Amaro Amaral
Paulo Teixeira
Miguel Cardoso
Jorge Liz
CONVENIENCE
CONSTRUCTION
STORE
MATERIALS

—
43
PROJECTS
Due to our superstore legacy, we did
not have a competitive business model
in place for smaller, yet highly resilient
supermarkets.
A new and stronger supermarket
value proposition that allowed
us to establish ourselves even
in the smallest villages.
Higher EBITDA when
compared to the other
model stores
Reduction of
construction time
Reduction of cost
per m2
Fewer FTEs than
a standard
Continente Bom Dia
supermarket
PROJECT DESCRIPTION
Protecting market share is one of our main goals and with this new and strong value proposition we expect to open at least
50 more supermarkets. We shifted the previous mindset and questioned all aspects, so as to improve different features
like in-store communication and customer service.
LOW COST CONTINENTE BOM DIA
+2%
-16,7%
HIGHER
FASTER
-16%
-40%
STRONGER

—
44
TEAM
Rafael Rosas
Anabela Oliveira
João Paulo Marçal
mp4
headphones
GPS
INTERACTIVITY
DESIGN
TEEN

—
45
PROJECTS
The short life cycle of backpacks
leads to customers purchasing new
backpacks every year and this
is a great opportunity for Note!.
Following international trends, Note!
offered a range of backpacks with more
than ten innovative options at a price
range between €25 and €30.
Percentage of sales in
Note´s range of backpacks
PROJECT DESCRIPTION
The new range of Note!’ backpacks ten options includes distinctive features such as being reversible, 2 in 1 solutions
and speakers which are incorporated into the backpack and can be used with other models. The value is reinforced through
bundling free MP4 players, headphones, GPS trackers, watches, and special pens to be used in the customisation
of the backpacks. Furthermore, these backpacks offer a ten year product warranty.
NOTE! INNOVATION IN BACKPACKS
15%
HIGHER

—
46
TEAM
Tiago Proença
Marina Dias
Ricardo Pacheco
SALES
PRICEANALYTICS
SOFTWARE

—
47
PROJECTS
In a context of increasing dynamism
and complexity, the challenge was
to efficiently manage automatically
the main pricing processes, using
arrays of multidimensional decision,
but easily customisable.
A project with four important topics:
shopping analysis, visibility
classification of each product
in the shopping basket, discontinued
campaign management and reporting.
PROJECT DESCRIPTION
It is now possible to make decisions based on multidimensional arrays with thousands of lines of information and integrate
market information automatically - without having information about the SKU / EAN - and balance the representation
of each product segment in the shopping basket. We can have prices in accordance with the reality in store, analysing eight
different variables. Close to 390 pivot tables are updated daily.
PRICE RESTRUCTURING
Electronics Division
-8.6
-0.2
Fewer FTEs in Central,
Store and Online
Shopping
Fewer FTEs
in Basket Builder
-0.1Fewer FTEs
in Stock Off promotions
HONOURABLE MENTION AT CHAIRMAN´S AWARD 2015
STRONGER

—
48
TEAM
Pedro Pereira
Rui Santos
Hugo Neves
Filipe Silva
Lurdes Miguel
Daniel Riba
CUSTOMER
SATISFACTION
TABLET
FAST
MOBILITY
SALES

—
49
PROJECTS
It is difficult to control the sales process
in a predictable and planned manner.
The Sales Assistant enables
the beginning, the execution and
the conclusion of the sales process
to be carried out using a tablet
or web page.
PROJECT DESCRIPTION
The Sales Assistant is an application customised to the needs of stores and customers. It allows collaborative interaction
between the shop assistant and the customer (by providing detailed information about the products or services available)
and increases the range of products available, without the constraints of physical space ensuring higher levels of
customer satisfaction.
SALES ASSISTANT
Reduction in time invested
in Home Delivery processes
FASTER
-63%
WINNER AT SONAE INNOVATION AWARDS ELECTRONICS DIVISION 2015

—
50
EFFICIENCY
BUGGYPLANOGRAM
SHORTAGE
TEAM
Luis Martins
Jorge Liz
Miguel Camanho
Sérgio Lapela

—
51
PROJECTS
Retailers get extra revenue from
suppliers, who wish to put their
products in highly relevant location
in stores. However, monitoring shelves
has always been an expensive,
inefficient and manual process
for retailers, requiring stock clerks
to monitor shelves throughout the day.
A buggy with cameras takes pictures
of the shelves and compares them
with the planogram, allowing
companies to confirm that it is being
followed in the stores.
PROJECT DESCRIPTION
ShopView can be used to continuously and automatically monitor the presence, misplacement, and in particular,
the lack of products in supermarket shelves. This allows retailers to reduce the number of out-of-stock products,
missing pricing labels and confirm that their products are displayed according to negotiations with suppliers.
SHOPVIEW
Yearly savings per store
Reduction of time taken
to monitor stock in a store,
when compared
with human auditing
5
million
euros
-90%
STRONGER
FASTER
WINNER AT SONAE MC INNOVATION AWARDS 2015

—
52
TEAM
Filipa Bello
Ricardo Barros
Sara Fontes
Miguel Gomes
Ana Raquel Oliveira
Miguel Moreira
INTERACTION
FUN
MOMS
KIDS

—
53
PROJECTS
The opening of the 38th
store in
Portugal, in the year Zippy celebrates
its 10th
birthday, marks a new stage
in the life of the brand with a more
interactive store environment that
reinforces the brand positioning.
The new store concept is based
on a strategy of providing an easier
and more enjoyable shopping experience,
through the introduction of new
technologies and interactive screens.
PROJECT DESCRIPTION
Zippy has introduced a new store concept based on using distinguished elements that improve the buying experience,
making it more enjoyable for children and parents. This experience includes passing through secret tunnels that only
children are aware of, filling their own balloons and playing in a digital playground with other children.
ZIPPY NEW STORE CONCEPT
Customers satisfied 86%
HIGHER
WINNER AT SONAE INNOVATION AWARDS SPORTS & FASHION DIVISION 2015

—
54
TEAM
Ana Patrícia Lagarinhos, Ana Catarina Ferreira, Luís Machado Ferreira, Sara Ribeiro Lemos, Sofia Veiga Macedo, Sónia Filipa Gonçalves.
100% NATIONAL MEAT CONCEPT & PACKAGING DESIGN
In fresh products, one of the most valued characteristics are its origin. From our customers’ perspective,
a Portuguese product is usually associated with higher quality. In this context, we developed a product which
effectively communicates 100% national meat, with an eye-catching image, which the consumer would
immediately identify as Portuguese.
Concept and packaging
development for 100% national
meat with an attractive image,
highlighting its Portuguese
origins in a creative way.
17%
Percentage of sales
of packaged beef, four
weeks after launch
Percentage of sales
of packaged pork,
four weeks after launch
The need to clearly promote
the recognition and sale
of Portuguese meat on the
store shelves.
7%
PROJECT DESCRIPTION
HIGHER

—
55
PROJECTS
TEAM
Enrique Arteaga
B2B
Designing new internal processes aimed at targeting business-to-business customers, who demand
integrated solutions, a high quality of service, tight deadlines, and competitive prices. We developed specific
training and sales tools designed to provide solutions, as well as new systems of professional sales
commissions, thus prioritising the volume and profitability of operations.
Creation of sales channels for small
and medium-sized companies from
each of our stores.
Increase in overall sales
Spain has over 3 million small and
medium-sized companies and this
reality was an opportunity to
increase store sales and brand
awareness.
+2%
PROJECT DESCRIPTION
HIGHER

—
56
TEAM
João Viana Ferreira
BAGGA - NEW STORE CONCEPT
Bagga includes different complementary concepts: coffee shop, pastry shop and bakery offering a practical
and ideal option to have a quick and easy breakfast, an afternoon snack or a light meal. This concept aims
to be convenient, offer selective products and a highly personalised service in a new environment.
A new brand name for the Cafeteria
business unit that aims to meet
the needs of contemporary
consumers.
Customers say that
the stores are better
than before
Increased competition
in the cafeteria market space. 96%
Increase of like-for-like
food sales in rebranded
stores
+20%
Increase of like-for-like
food sales for overall
cafeteria stores
+6%
PROJECT DESCRIPTION
HIGHER

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57
PROJECTS
TEAM
Cristina Manuela Sousa, Maria João Barbosa
CAR PARK WITH A SYSTEM FOR COLOUR RECOGNITION
It is hard to imagine a world without colour but 350 million people around the world cannot distinguish
all colours. ColorADD is an identification system used to help people who are colour blind to identify colours
by a series of icons. Continente Modelo of Quarteira was the first hypermarket in the world to have this
system, in line with our social responsibility programme as it helps everyone who wants to visit our stores.
ColorADD is a system to help
people who are colour blind to
identify colours through a series
of shapes.
First supermarket to
have such a system all
over the world
One of the most difficult tasks
for customers’ in supermarkets
is to find their car in the parking
lot. This is even more difficult
for those customers who are
colour blind.
First
PROJECT DESCRIPTION
HIGHER

—
58
TEAM
Pedro Miguel Pinto, Vanessa Silva Pacheco
CLICK&GO AT GALP SERVICE STATIONS
Click&Go was developed with the objective of combining deliveries by giving all customers, who are working,
not at home, or simply do not have time in their routine to go to a Continente store, a chance to collect their
purchases in a practical and simple manner on the way home.
A new service that delivers online
orders to different collection points
– right up to the customer’s car –
without the customer incurring any
delivery costs.
Increase in purchase
frequency after accessing
the service (Galp
Pickup Points)
Establishing an innovative network
of deliveries to customers’
workplaces or a convenient
drop-off point, using the increasing
role of digital media in daily life.
+47%
PROJECT DESCRIPTION
HIGHER

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59
PROJECTS
TEAM
Mayumi Thais Delgado
COLORADD®
IN TRAFFIC LIGHT NUTRITIONAL LABELLING
This concept has been implemented in most of the Continente’s own brand food products with the traffic light
nutritional labelling system in place. Coloradd® allows customers to recognise colours and to select foods
with more green symbols and yellow symbols rather than red symbols, helping them to choose better food.
ColorADD® is a code that helps
people who are colour blind
to recognise colours. It consists
of geometric shapes representing
colours and combinations of colours.
Food products that have
now this scheme in place
In a society where obesity,
diabetes and high blood pressure
are prevalent, it is important
to develop solutions for people
who suffer from these conditions.
More
than
1 300
PROJECT DESCRIPTION
HIGHER

—
60
TEAM
Sofia Batista Forte
Based on Continente marking its 30th
anniversary, we launched a competition with the award of a weekly store
prize, with the prize of €300 in credit on the loyalty card, the award of a weekly national prize with €30 000
in a credit card and the brand of the week that takes place if the winner’s transaction has a product that belongs
to the brand of the week. At the end of the contest, we had 7 110 winners and over 3.5 million euros in awards.
Concursão is a contest that led
tothe award of a weekly store prize,
a weekly national prize and the
brand of the week that takes place
if the winner’s transaction has
a product that belongs
to the brand of the week.
Net sales increase
compared
to the previous year
Continente is marking the store’s
30th
birthday and it is an occasion
to celebrate. There was an
opportunity to develop a creative
project and show Continente's
innovative character.
+225%
Number of customers
increase compared
to the previous year
+237%
PROJECT DESCRIPTION
CONCURSÃO - CELEBRATING CONTINENTE’S 30TH
ANNIVERSARY
HIGHER

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61
PROJECTS
TEAM
Isabel Barros, Filipa Ferreira, Catarina Cruz, Ana Rita André
All candidates who were eligible to apply created their Self-MighT and revealed their “All MighT” - a 3D Figure
that represents their potential as recognised by the people who know them best. They also had to submit
a futuristic idea for one of the Sonae Companies.
An innovation competition run
by Sonae Companies, challenging
final year university students
and recent graduates to discover
their potential, imagine and create
disruptive ideas for Sonae’s
Future Businesses.
Final year and recently
graduated students
Attract, identify and select young
talented finalists of a master´s or
bachelor´s degree (or recent
graduates) to do an internship
within Sonae Companies.
33 000
81
Users on the Contacto
online network
Submissions
Students selected
in the first phase
CONTACTO PROGRAMME - SONAE FUTURE QUEST 2015
PROJECT DESCRIPTION
More
than
40
More
than
1 000
HIGHER
STRONGER

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62
PROJECT DESCRIPTION
TEAM
Tomás Lince Fernandes
CONTEMPORAL SELECTION OF WINES
The Contemporal Selection wines were developed in partnership with some of the most prestigious
Portuguese winemakers. They were selected to design wines for the main producing Portuguese regions.
Wines try to fulfil the main characteristics (colour, grape varieties and flavour) and blends of each region
(Douro, Minho, Lisboa, Peninsula de Setubal and Alentejo). The labels design express a hand drawing with
an object associated to each region – traditional, typical and well-known landscapes.
Wine design and blend by some
of the most prestigious winemakers
in each main wine producing region.
Development of several wines
with the signature
of the most prestigious
Portuguese winemakers.
Awards received in
national and international
wine competitions
21
HIGHER

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63
PROJECTS
PROJECT DESCRIPTION
TEAM
Ana Borges Salgado, Nadia Reis, Vanda Quintão, Helena Marques Martins, Ivone Carla Silva, Vitor Lemos Martins
CONTINENTE MISSION
From a strategic point of view, Continente Mission aims to place communities at the centre of its activities.
Through the Continente stores and with the help of our colleagues and partners, we are committed
to mobilising civil society towards a common goal: to help those in need and bring about changes in behaviour
for a better and more sustainable world.
Continente Mission brings together
all of our initiatives for social
responsibility.
Continente has a responsibility
to lead by example and to raise the
awareness of our customers, partners
and suppliers of an increasingly
healthy and sustainable lifestyle.
660
400
378
Institutions supported
(Community)
More
than
€375 000
Amount raised for
maternal and child health
projects (Mission
Continente Smile)
Volunteers Sonae (Food
Collection – in partnership
with the Portuguese
Red Cross)
Tonnes of collected
products
PROJECTS
HIGHER

—
64
PROJECT DESCRIPTION
TEAM
Pedro Cupertino Miranda, Ângelo Rafael Simões, Rui Pedro Teixeira
CRISIS MANAGEMENT TOOL
The Risk Management Department helps business areas to develop business continuity plans to manage
incidents. To solve these situations efficiently, an online platform was created to promote communication
between the crisis manager and the team.
An online platform with
bi-directional communication
between the crisis manager
and the rest of the team that
allows the management
of contingency actions.
Crisis manuals to manage incidents
were developed and remained for
long periods without being updated
which made them obsolete. On top
of this, the process was based
on the exchange of documents
and making phones calls between
the crisis management team.
Management of crisis
with a high level of success
3
crisis
HIGHER

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65
PROJECTS
PROJECT DESCRIPTION
DELIVERY SMS
Although customers select a two hour delivery slot, the SMS service increases convenience by texting
customers the 30 minute time slot in which the delivery will actually be made. This free service provides
customers with an outstanding service. Additionally, it provides efficiency by decreasing backlog deliveries,
and acting as an important barrier to competitors.
A free service that provides
customers with an outstanding
service, texting customers to notify
them of a 30 minute delivery
slot and thus decreasing
backlog deliveries.
Reduce cases whereby
the customer is not available
to receive Continente orders made
at the online store, resulting
in non-delivery or delay
in the follow-up of deliveries.
TEAM
Rui Alves Lourenço
-50%Reduction of
backlog deliveries
Service levels in 2015
Deliveries made
on time (within 30 minute
delivery slot)
97%
An
average
of 93.4%
PROJECTS
HIGHER
STRONGER

—
66
PROJECT DESCRIPTION
DRL QUICK TALKS
DRL Quick Talks is a new training session system, which lasts for one hour and anyone who is interested
can participate because sessions take place in rooms that have videoconferencing equipment.
A new system of one hour training
sessions in a videoconference room
where everyone can participate,
regardless of their location.
Sonae’s Labour Relations Team
provides training to a large number
of people, who are widely dispersed
geographically, implying costs
and loss of time with travelling.
TEAM
Marta Azevedo
Cost reduction -100%
STRONGER

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67
PROJECTS
PROJECT DESCRIPTION
ELEVATED STRUCTURE FOR PALLETS
One of the problems affecting the mobility and adaptation capability of our promotional spaces was the
structures that held the products. This project consisted of applying a metal structure onto the pallets, making
it possible to organise the stock at the bottom, as well as providing room for attractive visual merchandise
on top, whilst also maintaining the simple and organised layout.
An iron tube structure adapted
tobe fixed onto pallets, providing
an area (top pallet) to expose
products and an area (bottom
pallet) to place products.
The need to combine the stacking
of products and the presentation
of the assembled product
for furniture, which are sold
disassembled in boxes.
TEAM
Guilherme Manuel Oliveira, Ines Bayer Lopes, Branca Costa, Cristina Teixeira, Rita Matos, Luis Marques, Mónica Moás
Sales increase +15%
PROJECTS
HIGHER

—
68
PROJECT DESCRIPTION
ENA'S REPLENISHMENT PROCESS
ENA’s Replenishment Process is a new approach for the redefinition of ordering parameters, with the aim
of covering the sales needs, plus the minimum stock to assure attractive shelves, improve replenishing
efficiency and reduce out-of-stocks and returns to the store’s backroom. This new methodology is the
opposite of the current ordering point definition.
A new algorithm and management
solution was developed to redefine
ordering parameters, with the aim
of covering the sales needs, plus
the minimum stock, to assure
attractive shelves.
The previous product ordering
parameters generated excess
stock in stores.
-4.6
-4%
-8%
Value of food stock
Increase of potential
recovered sales
Value of food products
out-of-stock
Value of non-food stock
TEAM
Jorge Gonçalves, Luis Filipe Homet, Ricardo Ferreira Silva
+4.5
million €/year
HIGHER
STRONGER

—
69
PROJECTS
PROJECT DESCRIPTION
ENERGIA3 PLAN
The energy3 plan allows Continente card users to benefit from discounts, up to 50% in electricity and natural
gas, 10% on bottled gas and 12 cents per litre on fuel. The value of the discounts is accumulated on the
Continente card. This campaign is another step towards our drive to place the Continente card at the centre
of a network of benefits that cover the needs of Portuguese families.
An integrated discount scheme
that revolutionised access to fuel,
electricity and natural gas.
The disruptive character of the
first partnership between
Continente and EDP and its results
required new collaboration with
leading energy operators to launch
a new campaign.
+3%
+17%
+20%
Increase of average
ticket per month
Increase of average
frequency of transaction
Increase of average
spending (between
December 2014
and December 2015)
TEAM
Tomás Ribeiro, José Breda, Rui Rocha, Ana Vilaça, Pedro Sotto Mayor
Liga tudo, com desconto
em Cartão Continente.
VálidoparaPortugalContinental
Para aderir ligue 808 020 025
ou vá a galp.continente.pt
28
FEV.
até
PROJECTS
HIGHER

—
70
PROJECT DESCRIPTION
FAST LOADING
This new process makes it possible to run a pallet only once through the readers to capture and decode
the data matrix bar codes. A warning system in case of discrepancies and a photographic archive were
implemented. This process is supported by new image technology and by the data matrix code printed
on the shipping label, increasing productivity and the quality of the loading and dispatch process.
A solution to automatically read
all the shipping labels on pallets,
based on a data matrix code
on each shipping label with
SSCC information.
Multi-article boxes in distribution
centres have a shipping label with
a serial shipping container code
(SSCC) that must be read during
the loading and dispatch process.
TEAM
Cristiana Cardoso Pereira
-17%Reduction of errors
Reduction of reading time
compared to reading
shipping labels manually
Cost reduction per year -€37 000
-74%
FASTER
STRONGER

—
71
PROJECTS
PROJECT DESCRIPTION
FESTA CONTINENTE
Continente has been developing various initiatives with historical relevance and with a high level of impact.
Portuguese families are the reason for our existence, so this year we went further and dedicated an entire new
event to them. For this purpose, we held a big event in Lisbon on the 27th
June and in Oporto on the 19th
September.
“Festa Continente” is our “own
brand theme park”, offering visitors
a unique experience with all of the
national products on display,
for their full enjoyment.
Continente has been building
a strong relationship with
Portuguese families and the
results required the introduction
of new initiatives based on
Continente’s core business -
food retail.
31
million €
1.1
million
Approx.
30%
15
Cost reduction
Financial impact
Visitors
Events throughout
the country
TEAM
Nádia Reis, Tiago Soeiro
HIGHER
STRONGER

—
72
PROJECT DESCRIPTION
FLEX - TÚ ELIGES IN SPAIN
In 2014, Sonae decided to implement its own Flexible Remuneration Plan, allowing each colleague
to choose which benefits best matches his/her personal and family needs, permitting significant tax savings.
The website “Flex – Tú Eliges” allows colleagues to choose their benefits easily and with all the information
and details needed.
A voluntary compensation system
in which individuals decide how
to receive their compensation.
They choose how much to receive
in monetary salary and as benefits
provided by Sonae, offering tax
efficiency and/or economic savings.
To implement a flexible
compensation plan, according
to the most widely-used
compensation policy in Spanish
companies, which ensure more
value for compensation packages.
TEAM
Isabel Barros, Ana Regina Caldas, Maria João Dias
Increase of the number
of choices (comparing
December 2014 with
December 2015)
Colleagues covered
by the plan
Average savings (tax
efficiency) per colleague
300
+28%
€500
HIGHER
STRONGER

—
73
PROJECTS
PROJECT DESCRIPTION
FLOWER SHOP
The new concept for Continente’s florists promotes the business and improves our customers’ shopping
experience. The main area of the shop is finished in dark grey tiles with wooden panels to highlight the colour
and attractiveness of the flowers. The space is inviting and open and the design communicates information
about the flowers with inspirational messages.
Florists located near the entrance
of Continente stores, characterised
by their architectural simplicity and
their open and inviting layout.
To promote the recognition
and visibility of Continente’s
flower business.
TEAM
Rui Barros, Francisco Morais, Joana Barros, Maria João Castelão, Raquel Abreu
Sales increase compared
to 2014
+60%
HIGHER

—
74
PROJECT DESCRIPTION
GAMA - GROWING ADVANTAGE THROUGH THE MANAGEMENT OF ASSORTMENT
The project was carried out in four phases, involving the development of a methodology for assortment
definition, the pilot stage for three different segments (Running, Cycling and Swimming), the preparation
of the roll-out stage and the development of tools and a process manual to support Sport Zone's team.
The methodology was reflected in a support tool that facilitates the process of assortment definition and review.
A standard methodology
for assortment structure definition
and allocation to stores
in Sport Zone.
The need for a standard
assortment definition
methodology that allows brand
mix based on optimisation
of marginal profitability.
TEAM Mónica Pimentel, Sandra Barros Silva, Fernando Fernandes, Miguel
Ferreira Dias, Miguel Rodrigues Dias, Pedro Fernandes, Manuel Gomes
Reduction of the lead
time of the assortment
definition process
Average increase
of margin per meter
-50%
10%
FASTER
STRONGER

—
75
PROJECTS
PROJECT DESCRIPTION
GAP - AUTOMATIC GENERATION OF PLANOGRAMS
GAP helps space managers decide the best allocation of products on the shelves. It creates store-specific,
totally customised, planograms automatically, in a matter of seconds. GAP can incorporate different types
of merchandising rules that can be changed quickly, allowing different strategies to be tested or to shape
planograms according to the current practice. Nowadays, 23 space managers use GAP on a daily basis.
A new tool to help space
managers decide the best
allocation of products on the
shelves, through the automatic
creation of planograms.
Planograms are created
manually, with high dependency
on space managers’ experience,
and lacking performance
evaluation.
TEAM
Jorge Liz, Hélder Matos, Miguel Camanho, Sérgio Lapela
Time reduction
in the process -50%
FASTER

—
76
PROJECT DESCRIPTION
GEMBA ORGANISATION FOR LISTED ITEMS (OGIL)
OGIL is a process improvement project that seems to solve the main difficulties of "mizu" in the stores'
backroom storage, for example disruptions in the store, preparing returns, customer orders and articles with
an expiring validity. OGIL is a method designed to assist back office organisation that allows the identification
at any time of the location of all the items that are in storage, using only a PC.
A method to assist back office
organisation that allows the
identification at any time of the
location of all the items that are
in storage, using only a PC.
Difficulties of “mizusumashi”
in storage: disruptions in the
store, preparation of returns,
customer orders and articles
with an expiring validity.
TEAM
Daniela Coutinho, Fernando Luís Albino, Osvaldo José Santo, Tiago Silva Macário
Reduction of the time
needed to prepare
products that are empty
on the self
-73,5%
FASTER

—
77
PROJECTS
PROJECT DESCRIPTION
GLUTEN-FREE RANGE OF ÁREA VIVA PRODUCTS
We created a gluten-free range of products at Área Viva: chocolate chip biscuits, madeleine cakes,
breadcrumbs, bread with corn flour, bread with rice flour, croissants and baguettes. We thus offer a bigger
variety of products to our customers with this special need.
A wide range of products that
satisfy the increasing consumer
demand for a healthier lifestyle.
The need to develop
a Gluten-Free Range of
products in order to respond
to an increase in demand.
TEAM
Tânia Lucas
10%
Percentage of sales within
the the dietary category
of Área Viva
HIGHER

—
78
PROJECT DESCRIPTION
GREEK YOGHURT
These yoghurts combine the Greek yoghurt texture with the softness of ice cream and they are presented
in four packs with the flavours of apple/cinnamon, lemon, vanilla and stracciatella. The packs were initially
developed with dual flavors. However, this product was so important to our customers that we decided
homogenise the offer with a new product and packaging.
The Greek yoghurt Gelataria
Continente combines the best
of two worlds: Greek yoghurt
texture and flavour with
the softness of ice cream.
The need to develop a Greek
yoghurt recipe, with the texture
and characteristics of ice
cream flavours.
TEAM
Rodrigo Maria Mendonça, Pedro Bruno, Ana Catarina Jorge, Ana Isabel Carvalho, Ana Paula Nogueira, Helena Martins
Percentage of sales
in all own brands Greek
yoghurt range
35%
HIGHER

—
79
PROJECTS
PROJECT DESCRIPTION
IMPROVED PICKING EFFICIENCY IN THE ELECTRONICS DIVISION
In order to increase productivity and decrease picking mistakes, we implemented a Put-to-Light station
with 268 picking positions on three levels in a smaller area, located in the old part of a picking by line circuit
operation. This PTL equipment allowed the capacity of the operation to be increased and it also reduced
the complexity of the preparation required to go to store.
A Put-to-Light (PTL) station
with 268 picking positions on
three levels in a smaller area.
The need to increase
productivity in the picking
process of smaller products,
decrease picking errors and
reduce the time of the picking
by line (PBL) circuit.
TEAM
Marina Ribeiro Silva
-€155 000
-25%
+100%
Reduction
in picking mistakes
Cost reduction per year
Increase of productivity
STRONGER

—
80
PROJECT DESCRIPTION
IMPROVING OUR BUDGET
Budget definition is one of the most relevant but also one of the most difficult processes in the organisation.
The project analysed the process with the objective of reducing the time necessary for its development,
but mostly focused on the colleagues involved in discussing the actions, strategic or tactical that will
be developed in the upcoming year.
Process analysis in order
to reduce the time invested
in the procedural part
and promote our colleagues’
involvement in discussing the
actions that will be developed
in the upcoming year.
Excessive time invested
in the budgeting process
of Sonae’s businesses.
TEAM
Alexandre Garrett, Filipe Silva
-20%
Reduction of the budgeting
process time at Sonae MC -
from five to four weeks
FASTER

—
81
PROJECTS
PROJECT DESCRIPTION
KASA CATALOGUE WEBPAGES
The Kasa catalogue webpages were designed with a focus on quality photographs, a clean design and pleasant
navigation that is more suitable to sell these kinds of products. On the homepage the users can interact
with the photos, add products to the cart and see all the products side by side in two colours.
A webpage with a focus
on quality photographs, a clean
design, and pleasant navigation.
High quality photos in the Kasa
catalogue was the perfect
opportunity to try new ways
of showcasing home catalogue
products.
TEAM
Alda Sofia Gomes Silva, Hugo Miguel Alves, João Carlos Telo, Sara Bettencourt Teixeira
+12%
More
than
100 000
More
than
530 000
Increase of number of
visitors, when compared
to 2014
Visitors in 2015
Page views in 2015
An
average
of 3:30
Minutes navigating
on the page in 2015
HIGHER

—
82
PROJECT DESCRIPTION
LIVE STREAMING OF SONAE SHOTS EVENTS
Live streaming with a specialist in a given subject, giving a debate between our teams and the speakers.
Additionally, we now give our colleagues who could not be present the opportunity to also have live interaction
with our speakers, based on a platform that allows access to all Sonae business.
Give our colleagues who could
not attend the event the
opportunity to also have live
interaction with guest speakers.
Increase the reach of Sonae
Shots sessions beyond
the live audience, and amplify
knowledge sharing on key
subjects for Sonae teams.
TEAM
João Pedro Nunes, André Barbado
Increase of attendance
in sessions
+40%
HIGHER

—
83
PROJECTS
PROJECT DESCRIPTION
LOVE IN A BOX
Every Christmas season, Zippy creates a charitable project for children. ‘Love in a Box’ is an empty box that
is sold for €1 (for a small box) and €1.50 (for a big box). For each box sold, 50 cents is given to the Red Cross in
Portugal or to Save the Children in Spain. This amount will be turned into essential childcare products chosen
by each organisation.
‘Love in a Box’ is a charitable
initiative designed to bring a
smile to the children in need,
giving them a happier Christmas.
An opportunity to design an
innovative initiative to support
Zippy’s social responsibility
mission, reinforcing the brand’s
mission of helping parents
to explain to children the
importance of solidarity
and help.
TEAM
Ana Raquel Oliveira
4 500
More than
50 mentions
62 750
Gifts offered by customers
Boxes sold
Media coverage
HIGHER

—
84
PROJECT DESCRIPTION
MANAGEMENT OF PERSONAL DATA
With over 3.4 million customers, Cartão Continente’s database is the loyalty programme’s most valuable
asset. This project was created to draw attention to the need to update the customer’s contact information
already stored on our database (address, phone and email). The process informing the customer that they
must update their data was carried out through clear messages using the main contact channels.
The purpose of this project
is to draw the attention of the
customers of the Continente
Card’s loyalty programme
to the need to update their
contact details across all the
different support channels.
The need to increase the
quality of customer data stored
in the database, reducing the
risk of incomplete and wrong
information.
TEAM
Rui Pedro Mendonça, Pedro Cruz Gonçalves
Customers who updated
their contact information
in the first month
(comparing June 2015
and May 2015)
+106%
HIGHER

—
85
PROJECTS
PROJECT DESCRIPTION
MAXPRO
At Sonae SR, work schedules were created in MS Excel files without any monitoring system in place, creating
a huge task burden for store managers. Maxpro is a workforce management tool that provides a continuously
updated view of the operational management of the staff in stores, taking into account customer attendance
needs, responding to day-to-day events efficiently, producing indicators, and reporting information.
A workforce management
tool that allows managers
to perform the holistic
management of the store team.
The use of inappropriate tools
for arranging work schedules
was increasing the workload for
store managers.
TEAM
Maria Lurdes Filipe
Equivalent
to €290 000
-1000
87%
Overtime reduction
Decreases the workload
of store managers’ hours
Schedules planned with
MaxPro are more efficient
than previous ones
FASTER
STRONGER

—
86
PROJECT DESCRIPTION
MIDNIGHT GLOW
The Midnight Glow collection has been developed specially for those who exercise at night. With reflective
details, these products guarantee visibility from a distance of a maximum of 120 metres. Besides the
enhanced safety it ensures, the collection combines the soft touch of premium materials with maximum
levels of comfort.
A special collection range for
high visibility at night. Design
enhanced with details to make
exercise safer.
Very short offer in the market
for the segment and style
of light-reflecting running
equipment.
Percentage of sales in all
collection from March 2015
to December 2015
6%
TEAM Mário Leitão, Carla Félix, Ligia Dias, Mafalda Vilela,
Maria Ana Sousa, Rita Marques
HIGHER

—
87
PROJECTS
PROJECT DESCRIPTION
OPERATIONAL MANAGEMENT
The logistics operation requires real-time information on the orders from the stores. This led us to develop
Dashboard Automation, which contains real-time information of different systems for the preparation
of shipments to stores. A large LCD screen is located in the work area and is monitored by operating managers.
An information tool that
communicates real-time
information of the state of the
orders in different systems used
in Logistics Operations.
A lot of time invested in the
interpretation of printed paper
reports and Excel sheets in
Sonae SR's distribution centre,
with final outdated results.
Reduction of the time
spent by operations
managers in data query
on different platforms
TEAM
João Paulo Freitas
-75%
FASTER

—
88
PROJECT DESCRIPTION
OPTIMISING THE USE OF VEHICLES FOR TRANSPORTATION OF FISH
The vehicles carrying fish were only used for twelve hours and the fleet that was totally dedicated to the fish
was stopped for the remaining hours during the day due to the fish odour remaining in the vehicle. After the
implementation of the solutions we created alternative scenarios for the optimization of the fleet dedicated
to fish, sequential shipping and transport at the same time (fish with other products).
A new cleaning solution
used for washing trucks
and new materials to build
the truck trailer.
The odour of fish remains in
lorries despite thorough after
cleaning. Accelerated corrosion
process in boxes and chassis
of trucks is caused by highly
salty water.
Future benefits €700 000
TEAM Patrícia Barbosa Aleixo, João Santos, Rui Franco, Francisco Carvalho, Manuela Lacerda, Pascoal Costa,
Maria Cunha Leal, José Beça, Marta Cunha, João Guerra, Jorge Martins
HIGHER

—
89
PROJECTS
PROJECT DESCRIPTION
OUT-OF-STOCK MANAGEMENT INDICATOR (OOS)
Daily diagnostic solution for Out-of-Stock products, allowing a one year historical research and approaches
which come through an OBIEE solution, avoiding high time-consuming data extracting and offering uniform
OOS assumptions through all commercial areas. Daily solution for OOS products has versatile dashboard views
and a more audit detailed approach for more incisive analyses.
A daily solution with versatile
dashboard views and a more
audit detailed approach
for a more incisive analysis,
also allowing historical
(14 months) research.
Data extraction is highly
time-consuming, disallowing
daily surveys, and with low
historical data. Absence
of uniform Out-of-Stock
assumptions through
all commercial areas.
TEAM
Mario Amorim Santos, Mario Duarte Karim, Sónia Germano, Joana Gouveia
Reduction of the lead time -80%
FASTER

—
90
PROJECT DESCRIPTION
PANTERA
Carlos Sá, Berg’s sponsored ultramarathon athlete, identified two main issues in trail running shoes:
lack of adherence and low durability. To solve these problems, we launched Berg’s new trail running shoe,
Pantera, with a new outsole, providing greater levels of comfort for long distances.
A new trail running shoe
combining high adherence and
durability developed to provide
the best running experience
in all weather conditions.
Lack of adherence and lack
of durability in footwear
for ultramarathons.
Average price below
the competition
-32%
TEAM
Pedro Rogério Moutinho, Francesco Salva Rosa
HIGHER

—
91
PROJECTS
PROJECT DESCRIPTION
POTATOES - CONCEPT AND PACKAGING
During the development of the Continente Fresh Potatoes range, we wanted to define a clear segmentation
organising our products into three segments: traditional, special and light potatoes. Additionally, we wanted
to create an impact by communicating the value of its freshness and that it is a traditional product, highlighting
the origins and quality of the product, carefully selected for our customers.
A new packaging design, using
a rustic graphic and typographic
style, which resulted in
an attractive, renewed
and repositioned range.
The need to reposition
potatoes as an
attractive product.
Sales increase in the
potatoes for culinary
use when compared
to last year
+9%
TEAM Ana Patrícia Lagarinhos, Ana Botelho Machado, Helena Sousa, Marta Pestana, Nuno Miguel Pita,
Pedro Bettencourt Câmara, Vasco Gomes
HIGHER

—
92
PROJECT DESCRIPTION
QUALITY CONTROL AT THE SOURCE
The quality control of seasonal fruits and vegetables was carried out upon their arrival in our Azambuja and
Maia distribution centres. We decided to move the quality control technicians to the suppliers’ locations where
reception, selection, packaging and loading processes were monitored. All pallets were identified to avoid
re-inspection at the distribution centre. The new process resulted in significant reductions in rejection rates.
Quality control technicians went
to our suppliers’ warehouses
and performed the same
analysis that they carried out
before, but at all stages
of the process.
The need to avoid products
becoming out-of-stock
(particularly, seasonal fruits
and vegetables), reduce the
rejection cost at arrival at our
distribution centres and ensure
product quality.
Decrease of rejection
of cherries comparing
2014 with 2013
-15%
Decrease of rejection
of chestnuts comparing
2014 with 2013
-63%
TEAM
Diogo Fiel Barbosa, Ana Castro, António Santos, Josélia Cardeta, Luís Sousa, Susana Sousa
STRONGER

—
93
PROJECTS
PROJECT DESCRIPTION
RANGE RENEWAL OF OLIVES AND LUPINS
The presentation of olives and lupins in our supermarkets was unattractive with packaging of different sizes
and a similar image for all products. To improve this situation, the products were segmented into three
different Continente groups (Originals, Seasoned and Stuffed), with a product presentation upgrade, whilst
also making it much easier for our customers to find the product they want.
New packaging, image and price
segments, which resulted
in a major product presentation
upgrade in our stores.
Opportunity to improve the
presentation of olives and
lupins in our supermarkets,
due to packaging of variable
sizes and similar image.
Sales increase
compared to 2014
+7%
TEAM
Ana Sofia Juromito
HIGHER

—
94
PROJECT DESCRIPTION
RECORD AUTOMATION ON GOVERNMENTAL WEBSITES
In January 2014, new legislation was enacted requesting all admissions of employees, terminations and salary
changes to be reported on Portuguese state websites such as the Social Security website. This process
with tight deadlines and lack of monitoring mechanisms was the perfect time to create a new tool that allows
all the requested information to be communicated automatically across all state websites.
A new tool that allows new
admissions, terminations
and salary changes
to be communicated.
New legislation requesting all
admissions of employees,
terminations and salary changes
to be reported on the Portuguese
state websites.
-70%
-90%
Up to
€121 400
Up to
€70 000
Reduction of
execution time
Reduction of the days
for each report
Penalties avoided
per company
Cost reduction
in personnel
TEAM
Bruno Manuel Ribeiro
FASTER
STRONGER

—
95
PROJECTS
PROJECT DESCRIPTION
RENOVATION OF THE TEXTILE CONCEPT OF CONTINENTE STORES
Focusing on underwear as the target category, textiles are available in 29 Continente stores covering areas
from 350 up to 1.200 m2
. Through this project Continente is now able to offer its customers a better shopping
experience, with an integrated communication strategy and in line with the state-of-the-art practices
in specialised retail.
Renovation of the textile concept
of Continente stores aiming at
increasing sales per square meter
and unifying the communication
across all stores and improving
shopping experience.
A reduction of 20% to 30% in the
available area for textiles in
Continente stores demanded
an updated solution to increase
salesper square metre and net
sales per store.
Increase of textiles sales
per m2
in Oeiras
TEAM
Mariana Macedo, Cristina Sousa, Cristina Teixeira, Francisco Morais
+115%
Increase of underwear
sales per m2
in Oeiras
+112%
Increase of textiles sales
per m2
in Coimbra
+133%
Increase of underwear
sales per m2
in Coimbra
+111%
HIGHER

—
96
PROJECT DESCRIPTION
RODA (IMPROVING OUR WORK)
The IOW project created operational meetings where five store managers focused on process optimisation
and definition of standards in order to overcome critical operational points. In each session, an optimised
solution is presented and tested in their five stores. After validation, the remaining stores receive training
and have the opportunity to provide feedback.
A new level of operational meeting
sessions focused on process
optimisation and definition
of standards to be tested in stores.
Insufficient colleagues involved
in Improving our Work (IOW)
methods and an opportunity
to improve this method.
7
33
-191 000
12
New standards
Reduction of working
hours compared to 2014
Sessions in 6 months
in 2015
Structural projects
TEAM
Gorete Susana Vieira Soares, Raquel Sofia Alcobia, Ana Trino, Andreia Ventura, Cristina Lima, Juliana Borges, Rita Dias
HIGHER
FASTER

—
97
PROJECTS
PROJECT DESCRIPTION
ROUTE OPTIMISATION NETWORK
In addition to economic gains, this new logistics model has led to a simplification of operations.
The methodology employed consists in using a simulation model that validates tactical decisions
with operational detail and fleet analysis.
The redesign of our distribution
model applying consolidation flows
through multi load planning and
cross docking operations, revising
the trucks’ rental model and type
of vehicle in the fleet.
The need to simplify the logistics
distribution design and reduce the
logistics cost: number of trips and
kilometres travelled.
TEAM
Paula Vieira Silva, Luis Casimiro, Marcos Hespanhol, Rui Franco
1.2
million
euros
-€155 000
-16.4%
-14,7%
Costs reduction in
distribution centres
A reduction in the number
of trips per year
An average reduction
in the total number
of kilometres travelled,
to/from distribution
centres
Global gains in 2015
HIGHER
STRONGER

—
98
PROJECT DESCRIPTION
SERVICE 2 BUSINESS
The focus of the Document and File Management team is the dematerialisation of paper documents into
digital formats, allowing their effective use at any time and location for the business process format in which
it operates. With a new external partnership, new activities were included in the current operation of the team,
with no additional human resources, increasing efficiency.
Creation of partnership business
provider, for scanning and capturing
services to external institutions.
Dematerialisation of physical
documents into digital formats,
allowing effective use at any time
and location.
TEAM Nuno Guerreiro, Filipe Andre Figueiredo, Helena Maria Machado, João Ribeiro Pinto, José Eduardo Reis, Margarida Martins Silva,
Maria Fátima Bastos, Miguel Pinto Cruz, Sandra Marina Soares
Documents (global)
in 2015
Documents as a service
in 2015
Cost reduction -€125 000
12
million
240 000
STRONGER
HIGHER

—
99
PROJECTS
PROJECT DESCRIPTION
SOLIDARITY FRUIT & VEGETABLE GARDEN
During the Christmas season, the Perishables commercial team refurbished the outside area by creating
a solidarity fruit and vegetable garden. This initiative resulted in a very pleasant area that is now part of the
team’s daily activities. Garden maintenance is carried out by volunteers and some vegetables are donated
to Refood, a non-profit organisation, to be distributed to families in need in the Lisbon area.
Growing a vegetable garden
in a common outside area
of the Carnaxide office with 23m2
.
Help families in financial difficulty.
TEAM Helena Margarida Carvalho, Ana Patricia Lagarinhos, Cátia Pereira, Filipa Gonçalves, Helena Sousa, Inês Macedo,
Jacqueline Carvalho, Sónia Henriques, Susana Costa, Susana Sousa
Donations for Refood 2
HIGHER

—
100
PROJECT DESCRIPTION
STANDALONE INVENTORY
The standalone inventory can be used to collect any kind of information based on the bar code.
With this new system the operator uses a bar code scanner without a screen, which greatly simplifies
interaction. All collected data is stored in digital format, eliminating paper.
A new functionality which reduces
interaction with a person,
increasing the efficiency and
reducing data collection errors.
A slow and manual process
to retrieve information about the
reverse logistics inventory which
created delays and affected the
quality of the information collected.
-95%
TEAM
Maria Ribeiro Silva
Reduction of the delay
between data collection
and availability
-99%Reduction of errors
- €17 000Cost reduction per year
STRONGER

—
101
PROJECTS
PROJECT DESCRIPTION
STORE LOCATOR ANALYST
The Store Locator Analyst was developed with the purpose of delivering geographical data relevant to retail
managers. It allows us to visualise and interpret data to understand relationships and trends in order to take
the required action. Geodatabases currently available include food retail and specialised retail stores,
administrative boundaries (with demographic aggregate data), catchment areas, and other information.
The Store Locator Analyst,
a user-friendly self-service
geographic platform.
Free resources (GIS technicians)
from daily requests in order
to focus on developing more
complex and ad-hoc projects.
TEAM
Maria Margarida Pereira, Maria do Céu Santos, Elsa Roque Pinheiro, Filipe Manuel Serrano
-62%
-100%
Reduction of the number
of reports in 2015
Decrease of the average
lead time per request
STRONGER

—
102
PROJECT DESCRIPTION
TIRA-VEZ
Customers can now be served in Continente stores without the traditional need to interact with ticket machines.
This app warns customers when their turn is coming, by sending a notification. When customers arrive
at the service point, they only need to show the mobile ticket on their smartphone to be immediately assisted.
An app for smartphones that puts
an end to the traditional queues
for service points, by interacting
directly with the queue
management system, eliminating
paper tickets.
Waiting times and queues
at service points such as deli,
butchers and fishmonger's are
one of the main pain points
for our customers.
TEAM
Fernanda Vasconcelos, Renata Sousa
Downloads during 1 year 32 000
HIGHER

—
103
PROJECTS
PROJECT DESCRIPTION
TRANSFORMED VEGETABLES
Continente’s transformed vegetables are a convenient and modern solution, but its current generic look
needed to be updated in order to promote its appeal. As a result, we rebranded and relaunched this range
of products with a new segmentation and graphic concept that emphasises the origin of the vegetables,
strengthening its overall image based on well-structured communication.
A different segmentation and
a new coherent and transversal
brand image.
Poor graphic presence, limited
communication and no market
segmentation for Continente’s
transformed vegetables.
TEAM
Ana Sofia Juromito
Percentage of sales within
the Fruit and Vegetables
business unit
5.5%
HIGHER

—
104
PROJECT DESCRIPTION
WORTEN ACADEMY IN SPAIN
Worten Academy, which was entirely developed in Spain, recognises the crucial role that human capital plays
in the new stage of our business. It aims to support the knowledge development in the workplace and ensure
continuous improvement of the sales team performance.
An academy developed entirely
in Spain with especial focus
on sale teams.
An economic downturn with
changes in organisations that were
working to obtain greater efficiency
rates. This context created the
need for an organised training
system.
TEAM Rodrigo Manuel Lourenço, Irene Garcia Rodriguez, Paulo Mota,
Miguel Cuevas Medina, Miguel Tolentino, Nilsa Maria Freire, Paula Dominguez
Training hours 47 000
Increase of participations
training sessions,
compared to last year
+12 000
Online courses in 2015 20
HIGHER

—
105
PROJECTS
PROJECT DESCRIPTION
WORTEN RESOLVE - CCR COMERCIAL
Bearing in mind customer information stored on the Worten Resolve loyalty programme database, the loyalty
marketing and commercial team chose five categories to start the pilot newsletters focused on cross-selling
campaigns, product upgrade campaigns and frequent purchase campaigns. In the future this project will test
new campaigns following the main purchase triggers in each category.
Project to create pilot newsletters
focused on cross-selling, product
upgrade and frequent purchase
campaigns.
How to use information based
on the use of the loyalty card
by two million customers.
TEAM Carlos Teodoro, Eduardo Freitas, Filipe Estrelinha, Filipe Matos,
Guilherme Gouveia, Guilherme Silva Oliveira, Joana Luz, João Santos,
José Henriques, Paula Faleiro, Paula Melo, Paulo Ferreira, Paulo Moreira,
Sofia Simões, Tiago Godinho
Higher conversion of
customers in cross-selling
smartphones
+280%
Increase of conversion
of customers in printer
cartridges
+40%
HIGHER

—
106
PROJECT DESCRIPTION
WOW - NEW COLLECTION RELEASE
WOW is the event Zippy collection launch event dedicated to the entire core team, operations
and international partners and stakeholders. It is an intensive day to focus on product development, to provide
a brief background to the moods and trends, and to explore the designs and the outfits. WOW leads to a better
culture at Zippy, more connected and highly motivated.
An event to launch a collection
dedicated to the entire core team
and international partners where
they can focus on product
development.
With Zippy’s international growth,
we felt the need to bring together
partners worldwide at an exciting
time for the brand and share our
creative and development process.
TEAM
Ana Raquel Oliveira
Participants 300
94%
Partners
More
than 25
Participants highly
satisfied
HIGHER

—
107
PROJECTS
PROJECT DESCRIPTION
ZU
ZU PetCare offers a complete concept that follows state-of-the-art trends in humanisation, reward culture and
product innovation. It allows the participation of several external partners. With ZU, our pets receive dedicated
attention, become healthier, adapt more easily to an urban environment and benefit from quality good times.
A new PetCare brand that offers
premium products, veterinary care,
grooming and training services.
The pet care market in Portugal
is highly fragmented, with major
players with just a few stores
and premium brands sold
exclusively in specialised retail.
TEAM
Cristina Ferreira Soares, Edgar Ferreira, Joana Vasconcelos, José Diogo Freitas, Maria Céu Lima
Monthly growth rate
of products and services
+10%
Sales of products above
the business plan forecast
+41%
HIGHER

—
108
Retail book of innovation ‘15
PROJECTS LIST:
PROFIT MODEL
P.69 Energia3 Plan
NETWORK
P.58 Click&Go at Galp Service Stations
P.61 Contacto Programme - Sonae Future
Quest 2015
P.69 Energia3 Plan
STRUCTURE
P.43 Low Cost Continente Bom Dia
P.61 Contacto Programme - Sonae Future
Quest 2015
P.66 DRL Quick Talks
P.72 Flex - Tú Eliges Spain
P.85 Maxpro
P.101 Store Locator Analyst
P.104 Worten Academy in Spain
PROCESS
P.41 Ice Transportation System
P.47 Pricing Restructuring
P.51 ShopView
P.64 Crisis Management Tool
P.68 ENA's Replenishment Process
P.70 Fast Loading
P.74 GAMA - Growing Advantage through the
Management of Assortment
P.75 GAP - Automatic Generation of Planograms
P.76 Gemba Organisation for Listed Items
P.79 Improved Picking Efficiency in the Electronics
Division
P.80 Improving Our Budget
P.85 Maxpro
P.87 Operational Management
P.88 Optimising the use of vehicles which
transport fish
P.89 Out-of-stock Management Indicator (OOS)
P.94 Record automation on governmental websites
P.96 RODA (Improving our Work)
P.97 Route Optimisation Network
P.98 Service 2 Business
P.100 Standalone Inventory
P.102 Tira-Vez
TEN
TYPES
OF
INNOVATION
Developed by Doblin, a
global innovation firm
focused on solving complex
problems matter through
an interdisciplinary
approach.
Source: doblin.com/tentypes
CONFIGURATION

—
109
PROJECTS
PRODUCT PERFORMANCE
P.37 Cured Hams - Concept and Packaging
P.39 Deeply Zipperless Suit
P.45 Note! Innovation in Backpacks
P.62 Contemporal Selection of Wines
P.77 Gluten-Free Range of Área Viva Products
P.78 Greek Yoghurt
P.86 Midnight Glow
P.90 Pantera
P.91 Potatoes - Concept and Packaging
P.92 Quality Control at the Source
P.93 Range Renewal of Olives and Lupins
P.103 Transformed Vegetables
PRODUCT SYSTEM
P.37 Cured Hams - Concept and Packaging
P.59 ColorADD® in Traffic Light Nutritional
Labelling
SERVICE
P.49 Sales Assistant
P.55 B2B
P.57 Car park with a system for colour
recognition
P.65 Delivery SMS
P.95 Renovation of the textile concept of
Continente stores
P.102 Tira-Vez
CHANNEL
P.65 Delivery SMS
P.67 Elevated Structure for Pallets
P.81 Kasa Catalog Webpages
P.82 Live Streaming of Sonae Shots Events
P.84 Management of Personal Data
P.105 Worten Resolve - CCR Comercial
OFFERING EXPERIENCE
BRAND
P.56 Bagga - New Store Concept
P.60 Concursão – Celebrating
Continente´s 30th
Anniversary
P.63 Continente Mission
P.71 Festa Continente
P.73 Flower Shop
P.83 Love in a Box
P.99 Solidarity Fruit & Vegetable
Garden
P.106 WOW - New Collection Release
P.107 ZU
CUSTOMER ENGAGEMENT
P.53 ZIPPY New Store Concept
P.60 Concursão – Celebrating
Continente´s 30th
Anniversary
P.71 Festa Continente
P.83 Love in a Box
P.84 Management of Personal Data

For more information
retailinnovation@sonae.pt
Sonae
Lugar do Espido – Via Norte
4471 – 909 Maia | Portugal
Tel: +351 220104000
Fax: +351 229404634
Content
Innovation and Future Tech
Communication
Communication, Brand
and Corporate Responsibility Department
Graphic Design
Graficalismo
Photography
Vitor Leite (pages 15, 36 - 52, 84)
Explosion graphics post-production
Fernando Martins
Print
Lidergraf
Published
2016

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