No-Code Apps Revolutionize Sales Process for Classic Cosmetics Brand

8 weeks
for no-code app design, configuration & deployment

60% fewer sales ops emails
timelier, more comprehensive internal communications

47% more revenue-generating activity
the equivalent of adding almost 500 sales reps

Situation

With thirty-plus brands, more than a thousand sales reps, and thousands of retail locations to manage, a global manufacturer and marketer of high-end beauty products was struggling to communicate efficiently with its sales force.

This Fortune 500 company’s 70-year-old reputation was on the line, putting corporate leadership under pressure to find a solution that would enable reps to receive timely information, focus on essential tasks, and prioritize business activities with ease.

Their goal: a newly empowered, tightly focused sales force that could deliver a seamless, reliable, and highly personal customer experience in retail locations worldwide.

Challenges

Prior to collaborating with Optymyze, the company had each of its brand teams communicating guidelines, data, and instructions – including promotional materials, retailer training information, and sales analytics – to sales reps via email.

Inundated with documents and continually digging for information, sales reps were losing time that could have been used to visit stores and educate counter staff. As a result, they were unable to fully execute the crucial work of reviewing sales numbers and goals, presenting new products, and helping with promotions.

In fact, time-sensitive promotions sometimes got lost in the fray and were skipped altogether. As a result, customers were missing out on the prestige experience that underlies the company’s reputation.

To ensure that reps spent less time dealing with email overflow and more time in stores – the right stores – the company’s sales, communications, and marketing processes needed major updates.

Solution

This company turned to Optymyze for help with enhancing and automating its communications processes for disseminating promotional/seasonal materials, handling corporate communications, guiding rep behavior with detailed sales reports, and managing retailer data.

It took just five weeks to roll out the initial Optymyze implementation – but that was only the beginning. Then we started building on that foundation, rolling out no-code applications to make those vital communication processes more efficient and realize rapid time to value.

For instance, in the span of just two months, we built highly detailed, color-coded, prioritized calendar and mapping apps that the sales force can use to identify the most valuable stores and promotions. Through the power of sales performance data, the company’s reps now know which brands at which stores need their attention, and how often.

In that interest, a mobile-first user experience offers convenient access to all the daily planning information sales reps need to succeed, making it easy to prioritize and organize their working hours.

During the course of their store visits, these reps are expected to provide crucial feedback information about staff education, performance, needs, etc. However, their legacy methodology — email, essentially – meant that this data was scattershot and difficult to analyze.

Well, now there’s an app for that, too. Salespeople can use Optymyze to share their in-store perspective by providing feedback on standardized forms tailored to each brand and retailer – and the forms can be adjusted easily to ensure that the company’s Center of Excellence is receiving the most relevant information.

The company’s product managers use this feedback to gain actionable insight into what works and what doesn’t. For example, if a particular retailer needs more or different training for its counter people, product managers can add sessions or tailor methods. The ultimate result is a more professional, complete, and uniform customer experience.

Outcome

Now that accurate and up-to-date data is available for managers to deliver to their reps, the sales force has become more agile, helping the company ensure that in-store product representations and promotions remain aligned with digital campaigns.

These increasingly personalized and targeted marketing activities have raised the level of consistency in corporate messaging for retailers and end customers alike. The result is that the company has been able to both retain and expand its customer base, leading to increased sales.

Moreover, our client’s reps are receiving 60% fewer emails while still getting all the information they need, meaning they’re no longer wasting time sifting through irrelevant or outdated correspondence. And since Optymyze is now the central point of contact for product managers and sales reps, administrative overhead costs have decreased.

That more streamlined communication has made sales coaching more effective; with full, real-time visibility into their salespeople’s daily activities, it’s become much easier for product managers to drive increased productivity.

And that’s exactly what they’ve received: the company’s sales reps are now spending 47% more time in stores – the equivalent of adding nearly 500 experienced reps, with none of the associated costs or risks.

Their in-store time is more impactful now, too, thanks in no small part t o visualizations that give reps valuable insight into brand performance, including the ability to filter by product and category for precise and prescriptive insights.

That means the sales force can form deeper in-store perspectives, which are shared with management through the feedback app and used to generate actionable insights, like identifying when a particular retailer’s counter staff needs more or different training to ensure a professional, complete, and uniform customer experience.

The immediate success of these communication initiatives is a great start, but our two companies are only scratching the surface of the possibilities. From even better reporting and analysis to an entirely new operating model, we’re continuing to capitalize on the power of big data and no-code app development to send sales soaring – and look good doing it.

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