Emotional storytelling and effective retail execution for Silhouette

 

Silhouette HQ_10_CR unlimited_Riguad

Silhouette 's Headquarters in Austria

 

How Silhouette improved the effectiveness of its in-store execution by focusing on content automation, the sales experience and data with an oll in one sales enablement solution which resulted in reps becoming real brand ambassadors

 

Silhouette’s challenge

Our customer, Silhouette International Schmied AG, is a global manufacturer of premium eyewear with headquarters in Austria and 14 international sales companies. Its eyewear is available in over 100 countries under three brands: Silhouette, Evil Eye Sport and Neubau Eyewear.

To improve the sales experience and increase customer engagement, Silhouette was looking to optimize the storytelling of the sales team during their store audits providing personalized marketing materials and using a more interactive application in the field. Silhouette also needed to bring flexibility to manage multiple brands, numerous teams, languages and thousands of assets. Silhouette’s sales reps were struggling to carry out regular store checks of frames, brand displays and furniture at the POS in a time-efficient, simple and professional way, and sales and marketing had no overview of the stock that was available in stores.

 

Increasing customer engagement with an improved sales process and sales enablement

Silhouette implemented the Pitcher Super App alongside a new customer relationship management (CRM) system, Salesforce. This was rolled out gradually in each of the company's 14 sales countries, with different brand and country-specific user interfaces and the appropriate language versions for each. As a result, the team now benefits from an all-in-one sales enablement solution, ranging from content management to retail deployment. The app's customizable user interface provides the flexibility needed for international deployment for all brands. In addition, seamless integration with the complex Salesforce CRM ensures smooth operations including offline capabilities and transparent inventory visibility.

Sales reps’ store visits were optimized and operating efficiency increased due to the implementation of a stock check. Field reps have also been provided with more functions on their iPads, both online and offline, which simplifies their daily lives. They have fewer open tabs, reduced search times, and no more concerns about missing documents or poor internet connection. 

 

Personalized customer engagement with content automation and insights

Silhouette has optimized the sales process so that sales teams become true brand ambassadors. Thanks to the mobile app, they can always use up-to-date content and personalized marketing materials for their storytelling. With automated presentation tracking and professional sales training, the premium eyewear manufacturer ensures that the messages from content management also reach the customer. The app automatically complies with the applicable data protection regulations and, in addition, the teams have numerous functions available on their iPads to simplify their daily work.

Read the full Silhouette's success story.