Retail demo platform enables a 600 person service team to grow sales by 3X
“Help! We think we need a database!” That was essentially what we heard from the folks at First Crush Tastings, who stage in-store demos for food and beverage companies.First Crush’s demos are staffed by independent contractors. As the company expanded to more stores, it became harder to find contractors. Every new job meant a lot of back-and-forth phone calling and emailing to schedule.
And just because someone was available didn’t necessarily mean they were right for that assignment. But the company really had no way of knowing that because it didn’t have the data to evaluate contractors. So staffing decisions had to be made based on the quantity of people available, rather than the quality.
First Crush managed contractor information in Microsoft Excel. They knew they had outgrown it and assumed a more robust database was the answer. Working with us in the discovery process, a different perspective emerged. Together, we identified the real challenge as one of inefficient communication and insufficient data. And the custom web app we developed to address that challenge has transformed the business.
3X increase in capacity achieved by breaking the administrative bottleneck with the right software
Now First Crush posts job opportunities on a secure site. To find jobs, contractors get email notifications and browse the site to apply for the jobs that fit their schedule. After a demo, contractors enter the results online, including samples distributed, sales made, and many more data points. Instead of scrambling to find an available contractor, contractors compete for available jobs. Instead of having to take the first available contractor, First Crush can choose the best contractor, based on data from previous demos. And instead of adding more contractors, they’ve found they can staff more jobs with fewer, more qualified contractors.
New data has enabled First Crush to differentiate their service from a growing number of competitors
The wealth of new data revealed unexpected ways to maximize the sales generated by in-store demos. Some of these were as simple as choosing the right day of the week to have a demo at a particular store. National suppliers are now coming to First Crush to gather market insights to inform product branding. The data also validated the dramatic sales increases these small changes made.
Technology the tipping point
First Crush Tastings went from just another industry player to a proven game changer. The results were so dramatic that marketing the technology that makes it possible is now a major new focus of their business.
Through a partnership of trust and honest collaboration, First Crush Tastings got technology that delivered way more than they ever expected:
- Total automation of staffing and customer accountability processes.
- Increased capacity to run more demos with fewer, better-qualified contractors.
- Data gathering and management that helps customer demos yield much better sales.
- At-a-glance data visualization that demonstrates the effectiveness of a customer demo campaign
- Stronger relationships with customers and top-performing contractors.
- A marketable service model that can be sold to similar businesses in other sales territories.
ClickModel Prototyping Overview
Discover everything you want to know:
- What is ClickModel
- Why Prototype the User Experience
- Key Benefits of a ClickModel Engagement
- Estimating the “Cone of Uncertainty”
- ClickModel Examples