Global distribution is no easy feat. Just ask Germany's global wine distributor WIV Wein. With a presence in 16 countries, the company prides itself on providing quality through performance, satisfying their customers with leading customer service and constantly evolving innovation via creativity.
WIV Wein differentiates itself from other global wine distributors in its direct-to-consumer sales model. WIV’s sales agents (or “wine consultants” as they are called at WIV) sell directly to their clients at trade fairs, hotels, wine-tasting events, and home visits. Wine consultants are expected to deliver a personalized buying experience to each of their clients, requiring them to be knowledgeable about WIV’s wines, intimate with every customer’s tastes, buying preferences and habits, as well as productive be with on-the-spot digital ordering and payment.
WIV implemented the Pepperi commerce platform, including full integration to its SAP ECC 6.0 ERP system, and rolled it out in July 2015 to its sales force of 600 wine consultants throughout Germany. Equipping its sales reps with a mobile order entry and CRM app, which enables them to take orders efficiently – also in offline mode – WIV realized a staggering 70% reduction in order-to-delivery time.
Fast-forward 12 months, and WIV expanded its Pepperi deployment to its UK and Denmark sales operations, this time integrating the Pepperi platform to WIV’s Microsoft NAV ERP system, which supports these local markets. The Pepperi implementation to these markets, including ERP integration, took just 10 weeks to complete.
According to David Samuel, Director and head of WIV’s direct sales operations, “Above and beyond the tangible productivity gains that we’ve achieved with the new mobile order entry and CRM solution, we’ve been able to elevate the buying experience for our 1M+ customers”. Samuel goes on “Today, customers don’t simply want to buy a product – they want to consciously experience their purchase. With our new ordering process and harnessing of mobile technology, our wine consultants have the smarts to take this experience out to the customers themselves.”
The key to success for its mobile sales project was WIV’s ability to provide the sales force with a mobile order entry solution that puts the power of information they need to sell in the palm of their hands; information that empowers them to consult their customers in a more personal fashion, provide better service and heighten customer satisfaction. Information that includes product details and customer past purchases which support a consultative sales approach, and relevant promotions and recommendations that enable reps to cross and up-sell. Electronic transmission to WIV's ERP systems for processing and fulfillment coupled with on-the-spot e-payment functionality all cut down the time it took to take, process and fulfill orders, as well as collect payment from customers.
From Paper to Pepperi – Mobile order entry and CRM
Let's take a closer look at a real-life scenario. A WIV rep makes a pre-scheduled visit to a client's home. Writing an order on a paper-based form, then faxing or emailing it to the back-office order processing team, and handling back-and-forth questions and issues related to the order (e.g. out-of-stock orders, product SKU mistakes, missing signatures) meant that customers would often wait as much as 10 days for their wine to be delivered. The wine tasting experience had turned somewhat sour.
Customers have been ecstatic about the new streamlined WIV way. Delivery times have shrunk by 70% to an average of 3-days. Sales reps have shown great enthusiasm for the new mobile sales solution, and now have the time to focus on the customer and not on paperwork.
A strong supporter of the switch to Pepperi is Steffen Hauger, Director CRM for WIV Wein International AG. “Switching from a tedious paper-based order taking system to Pepperi has brought us incredible new sales efficiencies”. Now, it’s not just the wine that’s flowing, but the sales effectiveness and and customer satisfaction as well because of the mobile sales tool.