©2014 PEPPERI Ltd. All rights reserved. Confidential ©2014 PEPPERI Ltd. All rights reserved. Confidential
It’s not magic!
How to cleverly use sales campaigns to increase order size and grow your B2B sales
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
What we’ll cover
• How to increase order size and grow B2B sales
The clever way to manage campaigns in an omni-channel B2B environment
• Customer success storyHow AAB Fashion increased their average order size by 27%
Doing it right
4 mistakes to avoid when planning B2B sales campaigns
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
About Pepperi
• Launched Pepperi sales platform in 2011
• Serving over 1000 customers in more than 60 countries
•Directly and via local and global partners
• 250,000+ orders per month, over $5B order value per quarter
Our customers share with us their challenges, motivation and concerns, and provide us with a unique vantage point.
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Managing campaigns in an omni-channel environment
1. Choose the right campaign
2. Implement in the chosen channels
3. Measure results across
channels
• Decide on goals• Choose target retailers• Choose means
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
1. Choose the right campaign – what is your goal?
Sell more of specific products/ “Clear the shelves”
Increase order size
Encourage loyalty/ entice new retailers
Introduce a new product category or new products
Encourage use of self-service solutions
A
B
C
D
E
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Consider this…what we can learn from Prof. Ariely
(An expert on Irrational Human Behavior and author of bestseller Predictably Irrational)
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Goal A: Sell more of specific products / clear inventory
10% discount on items in a group
Buy 3 for the price of 210% discount on orders over $1000
of specified products
Product bundles
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Goal B: increase order size
-10%
All blue items are50% off!!!
Classic cross-sell: offer complementing products
Volume discount:discount per quantity of items or total cost of order
Arbitrary discounts:We all love games! Discount all items in a specific color, starting with letter “S”, etc.
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Consider this #3 - Gamification as a tool
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Goal C: Encourage loyalty & entice new retailers
Customer loyalty &
acquisition
Discount first order/ next order
Discount cumulative orders
Reward system – accumulating credits
Offer new channels like self-ordering
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Goal D: Introduce a new product category or new products
New product
introduction
Bundle new product with popular products
Offer special, unusual discounts
Gamification – start a competition between retailers
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Goal E: Encourage self-service channel
B2B e-commerce introduces a new opportunity
• To lower your order taking costs
• To help your sales reps make better use of their time
• To help your customers order whenever they want to
To encourage adoption, share the savings with others
• The retailers
• Your sales reps
Consider promotions that suit the new channel
• Shorter in time
• Specific to select products
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Managing campaigns in an omni-channel environment
1. Choose the right campaign
2. Implement in the chosen channels
3. Measure results across
channels
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Implementation
• Management should set campaigns and have full visibility and control
• Sales reps should have all promotions related to a customer in front of them
• Customers should be able to see available promotions on self service channels
Note: consistency is key! Make sure campaigns and terms do not contradict
TargetCustomers
Conditions Channels
Too many options!
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Managing campaigns in an omni-channel environment
1. Choose the right campaign
2. Implement in the chosen channels
3. Measure results across
channels
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Measure results across channels
Measure, compare and improve:
• Just as we compare sales reps and retailers, we can compare other things:• Discount rates• Promotion types• Length of promotion
How:
• Choose your target audience
• Arbitrarily choose a smaller “control” group within that target audience
• Run your main campaign on the large group and a slightly different one on the smaller group
• Compare the results: what have you learned?
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
About AAB Fashion
• Founded in 2001
• Australian distributor of cosmetics and hair-care products
• Working with 1500 accounts (retailers and distributors) in Australia
• Working with several chains as well as independent retailers
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Growth via ongoing campaigns…and technology
• Discounts are great for business• Incentivize customers to buy more
• Compete in a difficult market
• Win new customers
• Campaigns are the “official” form of discounts. For example:• Bundles
• Tiered pricing
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Discounts and promotions – the old way
24
• Visits retailer• Needs to figure
out what campaigns apply
• Interested in ordering
• Not sure of pricing• Waits for rep
SALE
S R
EPR
ETA
ILER
Calls head office to get deal approved
Negotiates
Waits for order to arrive…Negotiates
Enters order in system
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Using mobile sales automation – the new way
25
• Visits retailer• Build
relationships with new ones
• Interested in ordering
• Looks for available deals
SALE
S R
EPR
ETA
ILER
Calls head office to get deal approved
Negotiates
Waits for order to arrive…Negotiates
Enters order in system
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Using mobile sales automation – the new way
26
• Visits retailer• Build
relationships with new ones
• Interested in ordering
• Looks for available deals
SALE
S R
EPR
ETA
ILER Orders via self
service or from rep
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Using mobile sales automation – summary
Pricing, promotions and discounts are known to all
• Customers can compare, plan and decide
• With all promotions in view, customers are more likely to participate
• Sales rep do not need to remember which promotions apply to which customers
• With promotions managed in a system, placing an order is fast and easy
27
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Demo: managing smart sales campaigns
29
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Don’t forget!4 mistakes to avoid when planning B2B sales campaigns
Offering promotions that are not right for the customer’s business
Revenue cannibalization: aggressive promotions when not required
Not making the most of omni-channel and automation
Not using CRM data: open issues, debts, buying history, best selling
products
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Do you want to increase your order size?Increase your overall B2B sales?
Want to see how you can easily implement, manage,measure and control sales campaigns?
31
https://www.pepperi.com/request-a-demo/
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Thank You!www.pepperi.com
32
To Contact [email protected]