Flaschenpost optimises supplier integration with Bayard

Online supermarket Flaschenpost, which is part of the Oetker Group, has opted for Bayard’s Byrd technology to receive its suppliers’ product content more efficiently, more completely, with higher data quality and to integrate it into its systems. Bayard has been majority-owned by the Markant Group since February of this year.

Via the b-synced data pool integrated in Byrd, Flaschenpost will soon also receive product data from its business partners via the Global Data Synchronisation Network (GDSN).  With b-integrated, the data integration component of Byrd, the fast delivery service will automatically load the product content from all sources into its product data solution from Commerce Tools.


“We expect the technology to enable us to list products faster. We are also counting on always using up-to-date product data in this way,” explains Jan Gerlach, Director Procurement FMCG at Flaschenpost. Previously, the food delivery service exchanged product content directly with its suppliers in a manual process. With the new technology, Flaschenpost also wants to reduce the number of product images that the company has to create itself. “We need faultless and always up-to-date product data, not only for the online shop, but also for the logistical processes of our business,” emphasises Jan Gerlach: “Thanks to Byrd, we only need one solution to be able to offer our suppliers everything.”

Third company in the Oetker Group relies on Byrd

Flaschenpost also uses Euvino’s WIN wine and beverage network, which will is linked to Bayard’s technology, as will the company’s new data entry portal for smaller suppliers. With the expertise of Bayard’s consultants, the new connection of Flaschenpost’s business partners is to be implemented in the shortest possible time. The introduction was launched in October this year and is scheduled for completion before the end of the year.

Flaschenpost is the third company of Oetker Group to opt for Byrd as its product content management technology. The Radeberger Group’s beverage wholesaler and the Coppenrath & Wiese confectionery also rely on the expertise of the Cologne-based specialists, who have been part of the Markant Group since the beginning of the year.

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Björn Weber

Björn Weber has been a journalist, analyst and consultant specialising in the retail and consumer goods industry for over 20 years. Prior to founding Fourspot, which is publishing The Retail Optimiser, Björn Weber headed the international analyst group LZ Retailytics. Previously, he was Research Director Retail Technology and Head of Planet Retail in Germany. Before that, Björn Weber was editor for IT & logistics topics at Lebensmittel Zeitung for eight years. Björn Weber is a member of the jury of the Retail Technology Award (Reta Europe) of the EHI. He is a regular speaker at events of the EHI, the NRF, industry media and the Consumer Goods Forum.

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