How Brandquad helps IQOS to streamline product data
Once customers of a large Russian retailer took part in an unusual promotion: buying one pack of sticks for the IQOS heating system they were delivered a whole block instead of one pack. The problem was that the retailer even didn't announce a sale — employees simply mixed up the position code during publication of information on the retailer’s website. ”The logistics Department didn't go into the nuances, delivered what was said. So they delivered a block at the price of one pack”, — recalls Eugene Karya, Digital Solutions Manager, IQOS Russia. Such emergency situations aren't uncommon: for example, when placing products in another store, the employee called the sticks "stickers" and IQOS products got into the Chancellery.