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NESPRESSO: digital success in B2B marketing

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The Pitcher platform was rolled out to the entire region's sales force within one month. The platform's scalability and flexibility made it a perfect match for the client's requirements. Since content is centrally controlled by Nespresso, it is always guaranteed to be up to date on all devices across different distributor companies. Costs for limited time promotions have been drastically reduced and presentations now have a modern, cutting-edge look.

 

Distributors can now be flexible depending on the scenario, as some present marketing material and others also directly calculate offers and take and send out orders before installing coffee machines on site. This was achieved with custom forms uploaded to the tool for price calculation, signature capture, confirmation email, and PDF summary generation. However, the distributors who don‘t work in this setting are not affected at all, as these pieces of content are only pushed to the necessary user groups. Most importantly, reps love the fact that they can now access their content with just one tap, and it's always up to date. Pitcher is in touch with other departments within Nespresso and discussions around further implementations are ongoing.

 

An important requirement for Nespresso was usability and low training efforts.

 

Nespresso was seeing a growing distance forming between its sales reps, sales managers and the marketing department. The sales force is divided into Nespresso employees and distributor reps from multiple different partner companies, a fact that made communicating Nespressos message and the presentation of its products even more complicated.

In addition, the sales force covered various language regions and this meant that certain content had to be prepared in multiple languages. Without a digital tool in place, this resulted in higher costs. Sales reps were coming to meetings with printed material, so the brochures and presentations were often outdated. It was also challenging to prepare various special promotions, around Christmas for example. In general, the product presentation methods were a far cry from the level of technology seen in the products themselves.

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