NordPack – packaging for local brands
The packaging manufacturer worked with local brands of food, cosmetics and home products, and applications came from the site, recommendations, advertising and re-appeals, but the channel economy and re-sales were not visible.
The starting point
Managers recorded transactions in CRM, but some of the communication remained in the mail and messengers. After shipment, the client was often not returned to the system work: there was no clear moment for a re-offer.
Marketing counted bid costs, sales counted deals, production counted downloads, and there was no big picture of channel margins and reprints.
What had to be decided
- Set up uniform transaction statuses from the first contact to the reorder.
- Link the source of the application, the type of product, the margin, the manager and repeated appeals.
- Collect clear reports on channels and product lines.
- Run reminders for repeat runs and customer reactivation.
What did you do?
Reassembled the CRM funnel
Removed unnecessary statuses, added the stages of calculation, approval of the layout, production, shipment and re-order.
Customized sources and attribution
Website, advertising, recommendations, repeat customers and manual appeals began to fall into a single structure.
Added management reports
The executive sees bids, trades, margins, conversions and reorders through channels and managers.
Started the re-tasking.
For customers, there were reminders of re-runs, new specifications and seasonal batches.
Results
What's changed at work?
- Repeated orders grew by 18% due to system reminders and segmentation.
- The number of applications without the next step decreased by 24%.
- The advertising budget was redistributed from expensive bids to channels with better margins.
- Sales and production began to look at the overall plan rather than the individual tables.
What the chief now sees
- Funnel by packaging types and managers.
- Marginality of channels and repeated orders.
- A list of customers for re-contact.
- Plan of production for expected transactions.
Similar cases
Would you like to see a similar process?
Describe where applications, deadlines, responsibilities, data or management picture are currently lost, and prepare the first outline of the solution and a clear implementation plan.