How Konzum Transformed Communication for 10,000+ Employees Across 600+ Locations

Overview

Who is Konzum?

Konzum is the leading retail chain in Croatia, serving half a million customers daily through more than 600 stores nationwide. With over 10,000 employees and 65+ years of retail experience, Konzum is one of the most recognizable and influential companies in the Croatian economy.

It supports domestic producers, embraces sustainability, and continues to set modern retail trends nationwide. As part of Fortenova Group, Konzum plays a central role in regional supply chains and consumer engagement.

Challenges

Dispersed teams with no direct digital communication.

Before Workmates, Konzum relied on bulletin boards, printed newsletters, and memos to communicate with staff, especially frontline employees who didn’t have company-issued email or mobile devices. This resulted in fragmented updates, slower communication, and little room for two-way interaction.

With over 90% of the workforce disconnected from traditional digital channels and working in shifts across hundreds of stores, creating a real-time, inclusive communication system became a critical need. The key question became: How do we reach everyone in the shortest time possible?

Solutions

A mobile-first communication platform that brought everyone together.

Workmates, branded as Fortecom within Fortenova Group, enabled real-time, two-way communication across Konzum’s entire workforce. The platform offered:

The platform offered:

• Company-specific communication channels
• Admin flexibility across local store and corporate levels
• Real-time updates via mobile app
• Peer kudos, comments, and leadership interaction

Through targeted rollouts, teaser campaigns, and hands-on training for admins, employees quickly adopted the platform—even those without prior digital experience.

Konzum also launched internal campaigns like “Advent on Fortecom” and celebrated store openings in real time, building a stronger, more connected culture.

Results

A cultural shift toward transparency, recognition, and unity.

With Workmates, Konzum created a more transparent and collaborative workplace. Employees across all 600+ stores now receive updates simultaneously, can engage with leadership posts, and celebrate wins through kudos and comments.

The “Advent on Fortecom” campaign became a company-wide success, and store-level posts showcasing team wins increased morale and participation. Leadership engagement—even simple likes or shout-outs—triggered higher activity and cultural momentum.

Fortecom is now central to Konzum’s internal communication strategy—and a cornerstone for future cultural initiatives.