Project Context
The Bonds Confectionery field sales team visit the stores of their customers to help merchandise and place orders at the customer convenience. The resources available to the sales representatives were however cumbersome, inefficient and becoming increasingly tired through use. An outdated digital pen and paper order form was used for placing orders, alongside a catalogue filled with printed product images to present the range.
To speed up ordering and delivery timescales, as well as improving stock visibility and product information a new process for ordering and presenting was needed.
My role was to find a solution that improved customer engagement and satisfaction, whilst also improving the presentation and order capture process for the field sales teams. I project managed the sourcing of software and supported the bespoke development requirements. I also set up all devices and carried out in person and remote training to all sales representatives and relevant personnel across the business.
Key Insights
Having spent time learning how the old pen system worked and investigated its pros and cons, I was able to identify how moving to a digital solution would be transformational for Bond Confectionery. Following this up with research and liaising with the sales team was also key to providing insights that would help me find the most viable product solution.
- The old order forms used a printed dot-matrix to track the digital pen strokes. Due to these being specially printed, the cost of materials was high especially if reprints were needed. Over ordering was also necessary as spare forms were needed if a sales representative was running low, resulting in wasted money and resources.
- Order accuracy was also at the mercy of the users handwriting, resulting in multiple errors and the need for data input staff to check all orders.
- Up to date stock levels were not known by the field sales team so customers would also place orders for unavailable products.
- Customer records, invoices and restricted product listings where not accessible to the field sales team whilst on the road.
- The product catalogue would become tatty over time and would become out of date quickly if new print outs were not sent to the sales team, or if the sales team did not manage their presentation folder properly.
Design Requirements
Through talks with the companies directors the core goals to save time and money were set, as well as providing a slick sales experience that encouraged more orders to be taken with increased order values. Obviously it was also very important to provide a professional solution for the sales representatives to present clear and up to date product information, as well as them having the tools to manage their accounts and work schedule.
1. Offer a digital solution with professional product imagery.
2. Remove order input errors through quick efficient digitally transmitted orders.
3. Offer a diary to organise the sales representatives journey plan.
4. Provide account information for the sales representatives.
5. Restrict listed products from customers where their head office had not agreed for them to be included in their product offerings.
The project scope was highly focussed on digitising the whole sales process, so as a whole all tasks carried out by the sales representatives needed to be covered. I therefore looked to provide a device and solution that organised as much of the teams workload in a single place, whilst also ensuring greater visibility of up to date information and clean methods to communicate between the field sales team and office.
Application Screens
Final Thoughts
We decided that providing the sales representatives with a tablet device that had data connectivity was the correct way to go. This allowed constant lines of communication via email as well as chat facilities that were later adopted such as Microsoft Teams. The application used for ordering was called PixSell. This application allowed the sales team to present via the digital catalogue, videos, interactive PDF's and more; manage their journey, set up new accounts and place orders all within the same ecosystem. With the devices having an internet connection whilst on the road we were also able to provide instant updates to the products, regular stock updates, remote support, as well as ensuring accurate orders were sent through to the warehouse for dispatch within a few minutes.
Within the scope of the project we had to be mindful of restricted product listings that were controlled via buying group head offices, as well as showing different agreed pricing for certain accounts. We therefore had the application customised so that when an order was being placed we could control what products and prices were offered for each account. In addition, with one of the key goals being to drive and increase order values, we collaborated to build a promotions module that the sales representatives could use at their discretion.
In order to roll out the new processes to the sales team, I liaised with sales representatives to fine tune functionality. Following instruction from the directors, I produced all artwork and set up all of the data feeds for the correct workings and management of the sales application. I manually set up the tablets along with using mobile device management software to keep the devices safe and roll out application updates. Finally I trained all relevant personnel, both in person and remotely, for the correct use of the new tools. As there was a large change in processes, I continued to support the team remotely to ensure users of all technical abilities were able to adapt to the new ways.
