This case study demonstrates
true competitive advantage and very effective
cross-channel sales & marketing.
A.
Marketing Strategy
PC
World Business produced a range of printed materials
to effectively communicate their product
& service offer to the customer base.
Definitive Buyers Guide:
- 852 page Catalogue
- Produced 3 times p/year
- Distributed to high spending customers
- Cost Per Pack: £6
Business Buyers Guide:
- 192 page Minilogue
- Produced 6 times p/year
- Distributed to medium/low spending & high potential
customers
- Cost Per Pack: £1.50
Product
Update Mailers:
- 32 page Mailers
- Produced 7 times p/year (when above not printed)
- Different variations distributed according to
sector & size of business
- Cost Per Pack: £0.45
www.pcwb.com
- Over 40,000 visitors p/week
- 35% of all business transactions
- Enhanced prod specs on over 40,000 products
- Dedicated microsites for solution led approach
- Full account facilities available
e-Bulletins
- Deals led communication
- Produced weekly
- Different variations distributed to all customers .
. dependent upon size of business & sector
B.
The Challenge
-
Offline material out of date as soon as it lands
(e.g. pricing &
availability)
- Production & Postage costs limit reach
- Website navigation process still complex
- E-Bulletins restrictive on amount of deals featured
- Communications required to support telephone & field-based
selling
Something
to bridge the gap between current offline & online
marketing.
C.
The Solution: Dynamic e-Brochure
This
was the first of its kind in the world.
PC World Business were able to ensure their customers received
the most up-to-date product prices.
- Electronic publishing of offline material
- Viewed as download or in web browser
- Dynamic prices & content provided real-time
- Used by Telephone sales team
- Used by field sales & in 135 Business
Centres (in PC World)
- Very easy to use:
1. Download the reader by clicking
here
(be
sure to 'Open/Run' when prompted)
2. Then click on image on right to view
D. The Results
Over
1,000 customer downloads
More efficient sales
process
Significant uplift in order rates
Field sales
had a face-to-face customer sales tool
135 Business Centres used 1 e-Brochure -
compared to being sent 30-60 printed brochures
each
Doubled reach to over 40,000 customers
Savings
on postage & production
costs
Something different to talk to customers
about!
"The
dynamic pricing in this e-brochure is
superb. Others only deliver 'flat'
content with prices that can be redundant
the day after posting. As we update
the prices of around 5,000 items each day,
we needed a solution capable of updating
content in real-time." Richard
Millman, Marketing Director
