Pepperi - clever sales campaigns

It’s not magic!
How to cleverly use sales
campaigns to increase
order size and grow your
B2B sales

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 story
How AAB Fashion increased their
average order size by 27%
Doing it right
4 mistakes to avoid when planning
B2B sales campaigns

About Pepperi
©2016 Pepperi Ltd. All rights reserved. StrictlyConfidential
• 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 the
right campaign
2. Implement in
the chosen
channels
3. Measure
results 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% discount
on 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 orders
Customer
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 channel
B2B e-commerce introduces a new opportunity
• Tolower your order taking costs
• Tohelp your sales reps make better use of their time
• Tohelp your customers order whenever they want to
Toencourage 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

Managing campaigns in an omni-channel environment
1. Choose the
right campaign
2. Implement in
the chosen
channels
3. Measure
results across
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 channels
Note: consistency is key! Make sure campaigns and terms do not contradict
Target
Customers
Conditions Channels
Too
many
options!

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?

Consider this #5 (Prof. Ariely)

Lee Silverstern, Owner.
How we increased
average 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

Growth via ongoing campaigns
23

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
SALESREPRETAILER
Calls head office
to get deal
approved
Negotiates
Waits for order to arrive…Negotiates
Enters order
in system
24

Using mobile sales automation – the new way
• Visits retailer
• Build
relationships
with new ones
• Interested in
ordering
• Looks for available
deals
SALESREPRETAILER
Calls head office
to get deal
approved
Negotiates
Waits for order to arrive…Negotiates
Enters order
in system
25

Using mobile sales automation – the new way
• Visits retailer
• Build
relationships
with new ones
• Interested in
ordering
• Looks for available
deals
SALESREPRETAILER
Orders via self
service or from
rep
26

Using mobile sales automation – summary
27
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 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

31
Do you want to increase your ordersize?
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/

Thank You!www.pepperi.com
ToContact Pepperi
info@pepperi.com

Pepperi - clever sales campaigns

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (9)

Similar to Pepperi - clever sales campaigns

Similar to Pepperi - clever sales campaigns (20)

Recently uploaded

Recently uploaded (20)

Pepperi - clever sales campaigns