How can we double sales online? And offline?

Digital Transformation case study
Karoly Treso

Transcript

1. HOW CAN WE DOUBLE SALES ONLINE? AND OFFLINE? Digital Transformation case study
2. 3 elements of a successful Digital Transformation Step up the game in digital Case study: Doubled online sales on major EU market Automate Back-Office RPA: sales and service related processes Extend digital to offline Case study: 17% sales uplift at company level
3. 3 elements of a successful Digital Transformation Step up the game in digital Case study: Doubled online sales on major EU market Automate Back-Office RPA: sales and service related processes Extend digital to offline Case study: 17% sales uplift at company level Step up the game in digital Case study: Doubled online sales on major EU market
4. We worked with a Telekom company where… • Majority of sales came from Shops and the Call Center • Webshop had many visitors and decent user experience, still sales numbers were relatively low Our task: to deliver radical growth in online sales
5. What prevents us from selling more online? Our focus was not on the interface, but on the blockers in the overall purchase experience. Investigated question with an interdisciplinary team of Product Marketing, Online Call Center, Back Office, Fulfilment, Finance (credit check), Digital, IT, Legal
6. What do Shops and the Call Center do better? Visited offline channels to learn from the bests! How come they are far more successful in selling and servicing customers?
7. Major blockers online weren’t within reach of Digital department • Complex product portfolio • Complex pricing • Over restrictive online credit check, compared to other channels • Complex deposit handling These blockers didn’t exist in Shops and the Call Center, because reps filter and simplify information!
8. Our cross-functional team came up with solutions for digital • Simplified portfolio and pricing • New ways to prove credit eligibility • Advance payment instead of deposit
9. We built and tested the new experience It worked and it proved itself!
10. Change was delivered in agile sprints, sales numbers skyrocketed Sales boost was incremental, Shops and CC didn’t sell less. Sorry, can’t show actual numbers, but you can see the trend after the first go-live
11. If we want to replicate online growth stories we have to change the business first Revolut and others figured out what’s good for online growth and designed services and operation accordingly Changing the way your business works is hard, but digital can guide you which way it’s worth going...
12. 3 elements of a successful Digital Transformation Step up the game in digital Case study: Doubled online sales on major EU market Automate Back-Office RPA: sales and service related processes Extend digital to offline Case study: 17% sales uplift at company level Extend digital to offline Case study: 17% sales uplift at company level
13. We looked for growth opportunities at another Telekom company • Worked with a cross-functional team • Looked for opportunities across the organization, and across channels • Analysed data and talked to customers and colleagues
14. What if sales reps in Shops and the Call Center use the website to service customers instead of the back-office systems? • Would that work? • Would that foster the collaboration of channels? • Would that deliver growth? How? • What other benefits would it have? We decided to try and see! 4-week implementation, independently of legacy IT systems
15. Enhanced the Webshop with a marketing automation software • Introduced software by adding a few lines of code • It identified and tracked customer and sales rep behavior • It also allowed us to show personalized content with ease
16. Sales reps used the website while talking to the customer
17. And if they couldn’t sell on-the-spot, reps could send a link in email or SMS Standard web affiliate commission, if customer buys later online.
18. 17,06% incremental sales uplift at company level
19. Single IT system to develop and manage • Some existing systems get redundant • Others are easier to develop, only used in rare cases Website needs extra features and better performance / reliability
20. Sales reps need less training and have shorter learning curve ”Placing orders in the Webshop is faster and easier than using our existing systems and we get the same commission!” Marija, Call Center sales rep
21. With shared screens in Shops, we can support consultative sales and build trust ”It is much easier to explain offers this way. And I even get extra commission, if they buy later through my link. I like it! ” Mirko, Shop sales rep
22. Collaboration between channels gets real • Online is happy to divert tracked/attributed traffic to offline • Sales reps send links for extra commission • Optimization of the website becomes a joint effort of digital and sales/care experts No change to commission system!
23. Effectiveness of data driven solutions catapults • Cross-channel consumer analytics out-of-the-box • Lead management automated across channels, without admin • Digital Marketing and product recommendations become exponentially better
24. Customers encounter a fundamentally different experience • Sales reps can focus on people instead of screens • One channel can pick up the conversation where it was left off on another channel • Interactions become more relevant and trustworthy
25. Successful Digital Transformation is a cross-departmental business transformation enabled by Digital and IT
26. 3 elements of a successful Digital Transformation Step up the game in digital Case study: Doubled online sales on major EU market Automate Back-Office RPA: sales and service related processes Extend digital to offline Case study: 17% sales uplift at company level Extend digital to offline Case study: 17% sales uplift at company level Step up the game in digital
27. THANK YOU! Got a question? Reach out on LinkedIn / Karoly Treso