Cadbury Pioneers Mobile Marketing; Improves CRM
Confectionery company Cadbury deploys an advanced mobile field marketing solution that aims to empower its mobile workforce with customer relationship management (CRM) and trade marketing capabilities. The solution, provided by JustEnough Mobile, is expected to give managers the ability to use handheld devices to direct in-field operations to enable the mobile workforce to process orders in a closed-loop, order-to-invoice system.
According to Pieter Spies, sales director at Cadbury South Africa, the solution provides the company with a significant competitive advantage in field marketing by improving customer service, boosting revenue and reducing costs. "We are anticipating a 5 percent growth in revenue as direct result of efficiencies provided by the system," Spies says.
Previously, when Cadbury's mobile workforce visited a store, the reps would take manual orders and then either phone, fax or e-mail these through to the sales agents at Cadbury. This manual process led to errors, delays, increased out-of-stock risk and other trade marketing and CRM inefficiencies.
"Now, when our reps visit a store, they have real-time visibility of stock levels, and can place an order for a customer there and then," says Spies. "This ensures the accuracy of the order, and means our customers are getting their products faster, increasing customer satisfaction.
The JustEnough Mobile Field Marketing solution is also expected to significantly reduce costs. Telephone costs are set to decrease by 10 percent, printing costs by 50 percent and travel costs by 1 percent.
According to Pieter Spies, sales director at Cadbury South Africa, the solution provides the company with a significant competitive advantage in field marketing by improving customer service, boosting revenue and reducing costs. "We are anticipating a 5 percent growth in revenue as direct result of efficiencies provided by the system," Spies says.
Previously, when Cadbury's mobile workforce visited a store, the reps would take manual orders and then either phone, fax or e-mail these through to the sales agents at Cadbury. This manual process led to errors, delays, increased out-of-stock risk and other trade marketing and CRM inefficiencies.
"Now, when our reps visit a store, they have real-time visibility of stock levels, and can place an order for a customer there and then," says Spies. "This ensures the accuracy of the order, and means our customers are getting their products faster, increasing customer satisfaction.
The JustEnough Mobile Field Marketing solution is also expected to significantly reduce costs. Telephone costs are set to decrease by 10 percent, printing costs by 50 percent and travel costs by 1 percent.