Ideas and solutions for your digital value chain

We are the experts for the consumer goods industry.

Ideas and solutions for your digital value chain 0

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I declare that I have read and fully understood the Privacy Notice and I hereby express my consent to the processing of my personal data by Reply SpA for marketing purposes, in particular to receive promotional and commercial communications or information regarding company events or webinars, using automated contact means (e.g. SMS, MMS, fax, email and web applications) or traditional methods (e.g. phone calls and paper mail).


4brands Reply is within the Reply Group the industry expert for the consumer goods sector. Our industry-specific offer consists of process consulting and system integration for the following central areas:


Our integrated portfolio supports you along your digital value chain.

This is what 4brands Reply stands for

We combine industry expertise and competence in technological innovation with modern working methods.



We at 4brands Reply have a clear focus on the consumer goods industry and our many years of industry experience and in-depth expert knowledge make us stand out. We support you in the design of business processes, software integration and the development of entire IT architectures.



The digital transformation means that skills along the digital value chain are becoming increasingly important. We take a holistic view of our customers' individual value-added chains and support them in optimizing them sustainably through digitization on the basis of innovative IT technologies.



We at 4brands Reply rely on agile project methods according to Scrum. This allows our customers to formulate their requirement descriptions briefly and concisely from the user's perspective and prioritize them in a backlog. Potential functional or technical changes are constantly incorporated into the early development process. With each iteration (sprint) a piece of system is created that can be evaluated and if necessary corrected by the stakeholders.



At 4brands Reply we maintain a close partnership with SAP SE and place great emphasis on the quality of our projects. Therefore, we are regularly certified as a Recognized Expertise Partner (ReX) for the most important SAP modules as part of the SAP PartnerEdge® program.


Smart solutions for the consumer goods industry

The webinars of the 4brands Reply experts provide insight into smart solutions for the consumer goods industry. Choose between different topics along the digital value chain.

Smart solutions for the consumer goods industry 

29.01.2021 - 12.02.2021 / Webinar


Cloud Experiences with SAP

Digital change creates opportunities, but also new requirements and challenges. In these knowledge sharing sessions Reply presents SAP’s cloud solutions for current requirements. Reply experts explain how to make business, data, contact and communication with customers more efficient using AI and cloud solutions from SAP.

Customer Experience Management

Best Practice

Automation in Tour Planning

Sales representatives spend many hours every day travelling to customers. In order to increase the efficiency and the degree of automation of route planning, 4brands Reply developed a tour planning solution that enables a complete integration of data into different CRM platforms and supports both cloud systems such as SAP Customer Experience and on-premise systems.

Automation in Tour Planning 0



Impact analysis: How is the consumer goods industry responding to Coronavirus?

Reply leverages Data and Analytics to gain insights into the development of the Coronavirus pandemic and how it impacts society, consumers and industries. This report focusses on the changes in the fast-moving consumer goods (FMCG) sector since the beginning of the COVID-19 outbreak.

UPDATED AS AT 06 April 2020

Impact analysis How is the consumer goods industry responding to Coronavirus? 0

AI for Retail

Best Practice

AI Store Check: Shelf Survey at POS with just one click

"AI Store check" is an application which allows sales representatives to automatically perform shelf surveys – all they need to do is create photos of the shelves with the app and upload them to the cloud. An AI is then used to perform an analysis.


News & Communication

Reply named a leader in the April 2020 Gartner Magic Quadrant for CRM and Customer Experience Implementation Services

Gartner, a leading IT research and strategic consulting firm, has positioned Reply among the leaders in their Magic Quadrant for CRM and Customer Experience (CX) implementation services worldwide.


Best Practice

A first step towards a cloud platform at a leading wholesaler

A leading wholesaler has chosen a new approach to more efficient customer management with the support of 4brands Reply: The path went from an on-premise to a CRM solution based on SAP C/4 HANA Sales Cloud.

A first step towards a cloud platform at a leading wholesaler 0

Smart Production Planning

Case Study

Avoiding production bottlenecks

For Peter Kölln GmbH & Co. KGaA an inaccurate raw material planning is now a thing of the past. 4brands Reply has developed for the former Köllnflockenwerke a smart solution for multi-stage production planning based on SAP APO.

Case Study Kölln Flocken

Price and condition management

Case Study

With 4brands Reply, Zentis streamlines pricing models to enhance sales and financial functions

Zentis achieves automation and transparency to better calculate pricing models for customers. Complex pricing models were creating excessive work and complexity for the sales and account teams at Zentis, driving it to identify an optimised IT solution. SAP Business Warehouse provides a homogeneous database that simulates conditional scenarios to support Zentis in planning pricing models with its clients.

With 4brands Reply, Zentis streamlines pricing models to enhance sales and financial functions 0

Award Winning Solution

Best Practice

Smart glasses in use: efficient data acquisition for shelf surveys at the point of sale using data glasses

With Smart Glasses and the Android based App, sales representatives can detect the status quo easily and faster at POS: they have their hands free and the products will be shown in the right sequence. Now, they save time and benefit from the information gathered during the visit, which is more reliable than the current process. Furthermore, they can identify abnormalities on the shelf more easily.

Smart glasses in use efficient data acquisition for shelf surveys at the point of sale using data glasses 0

CRM for Retail

Case Study

Rotkaeppchen-Mumm Sektkellereien: fit for the future with Reply

The elegant bottles in the sparkling wine cellars of Rotkaeppchen-Mumm Sektkellereien represent a unique success story for the leader in the German sparkling wine market. To help maintain its position, the company has replaced its previous CRM solution with the leading consumer goods customer management and mobility software platform implemented by 4brands Reply.

Rotkaeppchen-Mumm Sektkellereien fit for the future with Reply 0

Connected Shelf

Best Practice

IoT at the Supermarket: the intelligent and connected shelf

Empty shelves, a shop filled with customers and no resupply in sight: Every retailer's nightmare. Empty shelves frustrate shoppers and lead to sales losses for manufacturers and retailers, which amount to roughly one billion Euro a year according to current studies. 4brands Reply is developing the "connected shelf" – an intelligent, fully-networked shelf.

IoT at the Supermarket the intelligent and connected shelf 0


Best Practice

Integration of category management within the SAP Netweaver landscape

Category Management is a time-consuming process, that keeps CM employees from focusing on tasks actually assigned to them. Mapping Efficient Consumer Response to an integrated SAP system landscape In the CM area, 4brands Reply provides the solution.

09.03.2021 - 10.03.2021 / Online


SAP NOW Germany

Reply is represented at SAP NOW Germany, the virtual event for digitization and innovation, on 9 and 10 March. Find out more about the SAP portfolio of 4brands Reply, Syskoplan Reply and Portaltech Reply. At SAP NOW, key issues of digitization and smart business in the Experience Economy are discussed.

30.09.2020 / Online


ECR Day 2020 with 4brands Reply

Find out more about “Efficient Consumer Response” at the virtual ECR Day 2020, the congress for the retail and consumer goods industry, on 30 September 2020 and visit the experts from 4brands Reply at their virtual booth.

03.04.2020 / German Language


Making better Decisions: Analysis and Reporting in the Consumer Goods Industry

In this webinar held by 4brands Reply attendees have learnt why transparency of your business processes and the right insights into company data are important to make better decisions.

22.01.2020 - 23.01.2020 / Berlin


4brands Reply at LZ Open 2020

4brands Reply, the consumer goods specialist of the Reply Group, presents "AI Store Check" on 22 and 23 January 2020 at the LZ Open in Berlin at booth number 11. The annual kick-off event of the Lebensmittel-Zeitung networks the most important decision makers from the retail and FMCG industries.

18.09.2019 - 19.09.2019 / Essen


ECR Tag 2019 with 4brands Reply

Find out about the future trends in offline and online retailing and meet the consumer goods experts from 4brands Reply at ECR Day 2019 - the congress for the retail and consumer goods industry - on 18 and 19 September 2019 in Essen at booth No. 32.

Design Thinking

Best Practice

Design for Innovation

A room for innovations, designed to stimulate creativity and create sustainable solutions.

Germany - Reply's Design Thinking Labs for INDUSTRY 4.0 and DIGITAL TRANSFORMATION provide spaces for co-creative developments in interdisciplinary teams to develop innovative products, solutions, services and business models based on groundbreaking technology.

09.09.2019 - 10.09.2019 / Krombach


SAP-Forum for the Consumer Goods Industry 2019

The SAP Forum für die Konsumgüterindustrie takes place in Krombach on 9 and 10 September 2019.

11.09.2019 - 12.09.2019 / Essen


SAP-Infotage Business Data and Analytics

On 11 and 12 September 2019, the SAP Business Data and Analytics information days give you first-hand information on what constitutes an intelligent data and analytics strategy. 4brands Reply and Blue Reply are among the specialists on this topic at the event.

13.03.2019 - 14.03.2019 / Berlin


SAP NOW 2019

SAP NOW 2019 takes place in Berlin on March 13 and 14. Reply participates with a booth where you can learn more about the SAP portfolio of 4brands Reply, Portaltech Reply and Syskoplan Reply. Also, join us for our workshop on China Commerce.

23.01.2019 - 24.01.2019 / Berlin


LZ Open 2019: Meeting Point for the Food and Beverage Industry

4brands Reply, the consumer goods specialist of the Reply Group, is partner of the LZ Open in Berlin from 23 to 24 January 2019. The annual kick-off event of the Lebensmittel-Zeitung brings together the most important decision-makers from the retail and the FMCG sector.

16.10.2018 - 18.10.2018 / Leipzig


Business without borders: The DSAG-Jahreskongress 2018

The DSAG-Jahreskongress will take place at the Congress Center Leipzig from 16 to 18 October 2018. With a broad portfolio of topics ranging from various SAP solutions such as SAP C/4 HANA or Leonardo to trend topics such as Data Driven Intelligence and Process Automation to topics from the consumer goods industry, 4brands Reply, Blue Reply and Syskoplan Reply are present at the event with an own booth.

19.09.2018 - 20.09.2018 / Wiesbaden


4brands Reply at ECR Tag 2018

With over 800 participants, ECR Tag is the leading trade congress of the German consumer goods industry. 4brands Reply is represented as gs1 Germany Solution Partner with its own booth. On September 19, Heiner von Brachel, Senior Manager at 4brands Reply, will talk in the "Customer Journey 4.0" forum about how smart data and digital tools can improve sales potential.

A partner for implementation



As a GS1 Solution Partner, 4brands Reply has access to an extensive and competent network of service providers and get information on the development of standards early on. Our customers profit from suatinable solutions, based on GS1, ready to use solutions along the entire value chain and enhanced investment security due to project experience over many years.

PSA4Sales Template

Best Practice

PSA4Sales – The well-established industry solution for trade management

To enable brand manufacturers to plan their distribution and marketing activities in a more targeted manner, 4brands Reply developed an innovative industry solution for SAP customers, which it is further developing on an ongoing basis.

Product App

Best Practice

The 4brands Reply product app: mobile marketing at point of sale

With ProduktAPP, a 4brands Reply GmbH & Co. KG application, marketing staff at consumer goods manufacturers can prepare production information for consumers in a way that allows it to be accessed on the Web via product barcodes or straight off the shelf. A dialog with the consumer can be carried on via a cellphone, whenever and wherever the consumer wants.

11.09.2018 - 12.09.2018 / Stuttgart


SAP-Forum for the Consumer Goods Industry 2018

4brands Reply will be a partner at the 12th SAP-Forum für die Konsumgüterindustrie which will take place on 11 and 12 September 2018. Listen to practical reports and discuss the future of the consumer goods industry in person with IT and industry experts from selected companies.




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