Intel Benelux (Retail) - Field Marketing / Sales Developers

Client Brief

With a host of leading manufacturers using their Chip Sets, Intel required a specialist partner to help them introduce, then objectively measure and maximise the impact of their global ‘Star Rating’ system across retail stores in Benelux.

With global objectives agreed, Intel needed people with the capability to ‘make it happen locally’ in targeted retail stores – in effect make the transition from strategic vendor objectives to a practical execution at store / sales level.

Recognising how important and specialised this activity was, Intel selected RPC Benelux to ensure that this key initiative got off to the best possible start with full account management, on-going logistical, planning, reporting personnel and training support all in place.

Activity

Store Managers: The process started with meetings at store management level. RPC Sales Developers got ‘buy in’ to train sales staff to use and promote the benefits of the ‘Star Rating’ system to their customers.

Sales Teams: The team then trained all sales staff on the system. How they could use the CPU ratings in their conversations with customers to identify requirements and in particular recognise upsell opportunities.

Purchasing Managers: The team worked with Purchasing Managers to ensure the CPU product line ups reflected the objectives and would stimulate the sales teams to give focus on the star rating.

RPC also held key meetings with several HQs to ensure co-ordinated messaging and support at all levels.

Outcome

A massive increase in the understanding and recognition of the benefits of the Intel Star Rating system. Improved CPU mix & margins.

Training and messaging on the Star Rating system helped Purchasing Managers decide on the optimal product mix and enabled sales teams to help customers make the best choices (upsell) in a competitive  category.

RPC also produced a specialist report for Intel detailing purchasing and customer demand behaviour/patterns. This enabled a better synchronisation between demand and supply.

Sales Developers provided daily intelligent reporting summarising the activity undertaken including highlighting any technical or sales issues that could impact on Intel—recording CPU mix and star rating balance.

Client

Intel is the world’s largest semiconductor chip maker with its products being integral to leading technology manufacturers.