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~ Intershop ~

Did you have to retrain the team regarding the sales Can we talk a bit about the scanner app, how it works,
strategies and your salesforce? Was it too difficult to and what it offers customers in terms of convenience?
reconcile the different sales techniques and strategies “The scanner app provides the customer with access to
between the offline and new online channels? functionality that is easy to use, fast, and more efficient.
“We did have to train the team again, but more in the line It can be installed on any smartphone, and it works by
of helping them help the buyer to get in the e-commerce scanning the code of any of our product boxes using the
what he was used to getting via more traditional methods phone camera. This allows the customer to order the same
like in person or by phone. It is a process of also re- product immediately. This is a far more efficient solution.
training our customers to help them realize that the Imagine you are in your warehouse, and you realize you
e-commerce option is safe, secure, reliable and in many have multiple empty boxes of a product you know you will
ways more efficient and faster than the normal traditional need soon, or you already need it for a client, so you take
sales.” your phone out and scan the box, and the order is easily
placed.”
“Moreover, it is to be noted that a marketing and sales
approach within the framework of a touchpoint cycle “We have over 250 devices registered on the app and over
counters the conflict between dividing online and 4000 orders already placed via the app in the first months
traditional sales strategies. The strengths of the individual of this year. This is an efficient solution that saves time and
touchpoints (customer contacts in a digital and offline hassle for our customers.”
context) are optimally provided to the customer along the
ordering process to ensure long-term customer loyalty.” What are the next steps on your e-commerce
roadmap?
Maisch continues: “Overall, we try to explain to our “Our next steps go in a few directions: Integration of
salespeople that their role now should be more focused upstream online marketing, further rollouts, expansion
on being the technical expert, the guy who explains why of B2B functionalities, expansion of the digital customer
to use that particular product and how to use it to its full portal, and other media measures to integrate new
potential. This means that we want e-commerce to handle industry-related or related customer segments and a soft
all the tiresome, bureaucratic processes of placing orders relaunch in line with the greenteQ own-brand website,”
and allow the client to skip all the hassle that existed Maisch concludes. ••
before by going online and placing the orders for the
products he needs most efficiently. The scanner app, for ABOUT:
example, is an excellent example of this approach and the Interview partner: VBH Holding GmbH (www.vbh.de)
new benefits that e-commerce provides, sales-wise.” Implementation partner: Experts in Motion AG (www.xim.ag)

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