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Retail

Industry

An international tobacco company (retail). Over 30 cities with a retail sales network in 9 time zones.

Client

Salesforce Solutions

Challenges Outline

>1,5 years

Duration

Vimera Team

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By the time the cooperation started, the client had already had a retail sales system based on Salesforce and the Salesforce mobile app. Given the ambitious goals of the Customer and the tight deadlines for the implementation of the system, the output did not quite match the business requirement. The developed solution was not flexible enough to maintain the pace of retail network development and the functionality associated with it, the system was not fully stable. According to the Customer, they regularly received information from the end users about the problems that occurred in the system, which did not allow full sales. The challenge was to stabilize the system, improve its scalability and develop it further.

Vimera began the work by studying the current system of the Customer, identifying strengths and weaknesses of the current solution, as well as analyzing the business processes reflected in the system. In the course of the analysis, a number of architectural issues were identified that significantly complicated the development process of the system, creating complex solutions to many trivial problems, which eventually led to a decrease in the overall level of stability of the system and the emergence of floating bugs. Thus, Vimera Consulting specialists proposed the following steps to stabilize the system:

1. To reduce the amount of front-end logic of the pages.
2. To implement errors logger for all the back-end processes. The Customer didn’t perform systematic monitoring of the progress of their performance, which eventually led to the presence of a large number of hidden errors that were not visible to end users in the process of work, but seriously affected the logic of cost calculations, generation of statistical metrics, generation of coupons, the launch of a third-party SMS service, etc. With the help of the implemented logger these errors are now easily revealed.

Solving these, as well as a number of other smaller problems, has significantly improved the overall stability of the application. This allowed the Customer to focus more on the system development plan, without spending a large part of the IT budget on handling incoming problems and temporary solutions that allow to continue working in the system without global changes in architecture.

1. Partner Community creation. The client's business initially consisted of a network of retail stores in which managers and cashiers worked directly with Salesforce. The next step was to create a partner network of independent distributors whose main goal would be to work in shopping centers and shops not covered by the retail network. Vimera suggested using Salesforce Partner Community as a tool to integrate such employees into the overall sales system. In the course of the project implementation, a separate independent sales process for partners was created, the functionality for geodata registration from the device at the time of order placement for the creation of a partner sales map was developed.
2. Implementation of the module of Internet trade on the Customer's website and Salesforce integration with it and a third-party logistics system. In addition to offline sales, the Customer seriously considered the possibility of implementing Internet commerce on the basis of their website, the logistics solution and Salesforce as the main platform for sales.
3. Creation of an advanced lead generation and processing system. In addition to the partner sales network, a wide promotional network was created. The main purpose of all promotional campaigns is lead generation. Due to the large number and high turnover rate of the promotional staff, it was decided not to make them full partner portal users. Instead, each of them was given his unique code. A web-to-lead form on the website is filled in, and the data comes to Salesforce with its help. One of the form fields is a promo code. In case a lead is converted to a customer and the sale is executed, the promoter receives a bonus according to his code.

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Employees received a stable and intuitive system for sales management.

Partners got a convenient interface for processing their opportunities and maintaining a list of sales and customers.

Managers got a highly scalable system that allows building up the retail network and attract partners without too much effort:

• all business processes consolidated into Salesforce;
• the sales volume increased during the period of cooperation with Vimera.

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Nicholas Chang
VP of Sales & Marketing
Flower Company
Miami, Florida, US

Fedor Orth
Head of Software Engineering
Clear Aligner Provider
Berlin, Germany