In France, Conrad addresses the BtoB and BtoC markets through its catalogs, its store, via the Internet, and via its itinerant and sedentary sales force deployed in 7 regional zones.
Activeo‘s mission is to improve sales performance, implement new practices and strengthen customer knowledge.
"In France, 95% of BtoC orders are placed via our Internet portal, compared with 65% for BtoB orders. The BtoB market is very promising, with a number of growth avenues enabling us to develop added value: research & development and design office services to help customers with their projects, the technical education market, and maintenance and repair services".
To meet these challenges, Conrad is developing a personalized offer based on benchmark brands and its own brands, which give the company credibility. To live up to this promise, the catalog continues to expand, with more specialized offers adapted to each customer segment. Delivery, support and advice services are essential to create differentiation and personalization.
"We needed to challenge our sales organization and increase our impact via the telephone channel. We decided to experiment with setting up a sedentary telesales unit as a pilot for developing customer portfolios. Activeo, with its expertise in optimizing customer paths and building loyalty, provided us with an organizational diagnosis, a methodology based on a reference framework and a contact plan, performance measurement tools and coaching support throughout the project.
Results of the experiment: 8% more sales generated on the customer segment, the sharing of best practices and the implementation of guidelines that enrich and structure the organization and sales methods. A system ready for deployment by Conrad, which now has the keys to success.
