The UK’s largest drinks wholesaler had a sales force that relied on out-of-date, inconsistent data to sell their products to the on- and off-trade. We invented a unique digital sales toolkit that helped them to ensure all communications were unified and on-brand, enabling the company to build profitable long-term relationships.
Matthew Clark is the UK’s largest drinks wholesaler and relies on its field-based sales team to represent the 1,500+ brands they supply to the on- and off-trade.
Our research uncovered that, with such a vast range, the sales team naturally struggled to accurately and consistently present the latest product information to customers. As well as needing a boot full of brochures! This clearly presented issues for the management team, both in terms of control and costs.
We needed to create something completely new: A bespoke, digital asset management solution that could contain all of the latest Matthew Clark assets and help the sales force to tell ‘one version of the truth’.
Informed by our research, the design had to be accessible, but without relying on Internet connection, as much of the sales team was out in the field with limited access. It also needed to be modular – allowing for constant updates of prices, product catalogues and market data from one centrally managed database.
Our solution was the Digital Sales Tool Kit, an asset management application that enables reps to create tailored customer presentations as well as access the latest product information and pricing.
This has helped reposition the sales team as business consultants, as the Tool Kit contains:
- Market trends and data
- Business tips and advice
- Customer and category research
- Stock review tools
- Menu designer
- Staff rota planner
- Seasonal promotions and offers
- Back-bar display designer
All content is input and managed back at head office and syncs on the reps’ laptops automatically, so Matthew Clark know their brands are represented faithfully and consistently: a huge advantage when negotiating supplier contracts.
The Sales Tool Kit is now embedded into the Matthew Clark business and has revolutionised the way they interface with customers. By providing essential business advice, this system doesn’t just take orders; it has helped Matthew Clark build long-term (and profitable) customer relationships.