pepperi - clever sales campaigns

©©20142014 PPEPEPPPERIERI LLtd.td. AlAlll rigrighhtsts resereservrved.ed. CoConnfidfidentialential

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 andgrow B2B salesThe clever way to manage campaignsin an omni-channel B2B environment

• Customer success storyHow AAB Fashion increased theiraverage order size by 27%

Doing it right4 mistakes to avoid whenplanning B2B sales campaigns

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.

Managing campaigns in an omni-channel environment

1. Choose theright campaign

2. Implement in the chosen channels

3. Measureresults across

channels

• Decide on goals


• Choose target retailers• Choose means

1. Choose the right campaign – what is your goal?

Increase order size

Introduce a new product category or new products

Encourage use of self-service solutions

A Sell more of specific products/ “Clear the shelves”


B

C Encourage loyalty/ entice new retailers

D

E


Consider this…what we can learn from Prof. Ariely(An expert on Irrational Human Behavior and author of bestseller Predictably Irrational)


Goal A: Sell more of specific products / clear inventory

10% discounton items in a group

Buy 3 for the price of 2 10% discount on orders over $1000 of specified products

Product bundles


Consider this #2 (Prof. Ariely again)


Goal B: increase order size

-10%

All blue items are 50% 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.


Consider this #3 - Gamification as a tool

Goal C: Encourage loyalty & entice new retailers

Discount first order/ next order

Discount cumulative ordersCustomer

loyalty & acquisition

Reward system – accumulating credits

Offer new channels like self-ordering


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



Consider this #4 (Prof. Ariely)

Goal E: Encourage self-service channelB2B 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 withothers• The retailers• Your sales reps

Consider promotions that suit the new channel• Shorter in time• Specific to select products






channels


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 channelsNote: consistency is key! Make sure campaigns and terms do not contradict

Target Customers

Conditions Channels

Too many options!






channels


Measure results across channelsMeasure, 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?



Consider this #5 (Prof. Ariely)

Lee Silverstern, Owner.

How we increasedaverage order size by 27%

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


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


Discounts and promotions – the old way

• Visits retailer• Needs to figure

out what campaigns apply

• Interested in ordering• Not sure of

pricing• Waits for

rep

SALE

S RE

PRE

TAIL

ER

Calls head office to get deal

approved

Negotiates

Waits for order to arrive…Negotiates

Enters orderin system

24©2015 Pepperi Ltd. All rights reserved. Strictly Confidential

Using mobile sales automation – the new way

• Visits retailer• Build

relationships with new ones

• Interested in ordering• Looks for

availabledeals

SALE

S RE

PRE

TAIL

ER

Calls head office to get deal

approved

Negotiates

Waits for order to arrive…Negotiates

Enters orderin system


Using mobile sales automation – the new way

• Visits retailer• Build

relationships with new ones

• Interested in ordering• Looks for

availabledeals

SALE

S RE

PRE

TAIL

ER

Orders via self service or from

rep


Using mobile sales automation – summary

27 ©2015 Pepperi Ltd. All rights reserved. Strictly Confidential

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

Results

Average order size

27%

Total B2B sales across channels

38%Number of

orders 18%

28


Demo: managing smart sales campaigns

29


Don’t forget!4 mistakes to avoid when planning B2B sales campaigns

Offering promotions that are notright 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 Confidential31

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?

https://www.pepperi.com/request-a-demo/

http://www.pepperi.com/request-a-demo/


Thank You!www.pepperi.com

To Contact Pepperi [email protected]

http://www.pepperi.com/

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