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FMCG INSIGHTS
How Innocent drinks gets its Products to Market Faster and Better
“We produce natural drinks that taste delicious and are good for people and the planet.”
FMCG INSIGHTS
“We produce natural drinks that taste delicious and are good for people and the planet.”
"We specialize in making smoothies and fruit juices. We produce natural drinks that not only taste delicious, but are also good for people and the planet. Internally, we refer to ourselves as ‘botsafter,’“ says Frederik Link, Field & POS Coordinator at innocent drinks. ”We want to present ourselves as fresh and bold in the market, and our sales strategy for retail sales is also refreshing. That's why we chose Salesforce's Consumer Goods Cloud and brought in the agency Peak & Peak to help us implement it."
...the Consumer Goods Cloud and the potential of modern sales optimization
"Market needs and sales targets are changing rapidly these days—think panic buying during the pandemic. Suddenly, during lockdown, large packs were in demand instead of small 250ml to-go bottles. Of course, we want to be able to respond immediately to such developments. However, the software we were working with was simply no longer adequate. Integrating or changing new KPIs often took weeks. This was because the old custom solution was rather inflexible and cumbersome to use. Now, with Salesforce's Consumer Goods Cloud, we have built a great dashboard that allows us to control all sales activities and KPIs easily and efficiently. The feedback from our sales colleagues out in the field is great. The data is transmitted live. I can use filters to organize all the data and click together special evaluations as I need them, without having to rely on programming or IT. That's really one of the biggest benefits we get from Salesforce.“ Raphael Ney from Peak & Peak adds: ”innocent didn't just want to use Consumer Goods Cloud to map something existing with a new technology. Rather, innocent understood how to reinvent itself. The company questioned the status quo and considered how it could improve its sales processes. The result was the gamification approach for sales visits to stores. Instead of going through yes-no questions, conversations with buyers in stores are now much more playful. innocent has thus demonstrated an innovative approach to its transformation that I have not seen with any other customer."
...Tools that ensure sales success and are really fun
“We came up with a completely new questionnaire and called it ‘New World,’” says Frederik Link. The sales conversation should be more playful and relaxed, but still come across as serious and show that we put the customer first. To this end, we developed a high score model with the aim of mapping customer developments and driving them forward. The perfect customer has 100 points. And, of course, the sales force should also want to play this ‘game’. The ‘New World’, which goes beyond pure product purchasing, has been live since February 1, 2022. The sales force loves the tool, and the sales leadership teams think it's great too. People really enjoy working with it. Other administrative tasks, such as route planning, are now also easier, faster, and better. Based on current KPIs, the sales force can not only decide which customer visits would be useful, but also plan the best route with just a few clicks using Salesforce Maps. What used to take an hour now takes ten minutes."
