CARLSBERG MARSTONS
SALES ENABLEMENT TOOL TOOL DESIGN & BUILD
“Working with Serendipity2 on CMTap has been a pleasure. The sales enablement tool that they built for us has been really effective for both our field sales & central marketing teams meaning that they can access the right collateral & present it in the right way, thereby maximising customer engagement when they’re out in the trade. It is easy to use & looks great.`
The Brief
Marston’s beverage company is the UK’s leading independent brewing and pub retailing business with over 2,150 pubs in the UK. Key brands include Estrella, Hobgoblin, Bank’s, Shipyard, Bombardier and Young’s.
In order to improve communication between central marketing, operations and sales teams, S2 was tasked to develop a single digital platform to consolidate several sales and marketing software tools creating improved efficiencies, cost savings and reducing duplication of resource overlap. This tool needed to communicate the key benefits of Marston’s brands to their major UK customers in the pub, restaurant and licensed on trade sector.
Our Approach
Our task was to provide the Marston’s sales, marketing an operations team with one consolidated digital platform which combines both brand and category product insight/marketing information together with customer insight and additional sales tools that can be download by field sales reps and updated by central marketing.
S2 worked closely with the Marston’s team to scope, design, test and develop a user-friendly go-to-tool for the whole business to use. In-depth user scoping workshops were held across different business functions to capture detailed specification requirements to ensure realistic user journeys were developed.
S2 developed a platform that can grow continuously with the business, understanding that further development would be needed to integrate further software tools over time. Consolidation and future capability are critical to ensure the platform would be accessible and useful for the different needs of sales, marketing and operations functions.
The Result
The new website provides a central hub and go-to sales and marketing tool for the business. Consolidating multiple software and communications systems into one has provided not only a great cost saving for Marston’s but also increased effectiveness and efficiency across the business.
It is now used daily across the business ensuring both the sales and marketing teams can access the most up to date relevant information.
Different user views permit different access levels to pertinent information ranging from insights, brand information, sales tools, POS, activity campaign monitor, advertising and brand asset downloads including video and PowerPoint documentation.
The platform can be used both off and online providing sales teams with access to key assets on location which can be then shared with their key retail pub, restaurant and other on trade customers. S2 is currently engaged in additional integrations and updates for other areas of the business.
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