Case Studies

Nestle Case Study

Sector:
Foodservices
Background:
The UK coffee market has changed dramatically over the last 10 years with high-street retailers re-defining how we drink and perceive coffee. This has had a serious impact on the vending coffee market which has been slow to react to the increasing demand for high-quality coffee within vending arenas. Nestle have developed a range of table-top vending machines, producing high-street coffee at competitive prices.
GS have been tasked over the last 3 years with taking these products to market within strong vending vertical markets.
Objective:
To provide the Nescafe Coffee Company teams with heavily qualified appointed business opportunities within designated categories to exacting criteria.
Strategy:

• Proposition engineering
• Prospect identification, profiling and database building
• Operating a 6-month pilot programme to test the proposition and engagement process
• Multi-channel engagement process using sector specific announcement pieces dispatched via mail/email and SMS
• Highly trained and financially incentivised agents
• Powerful shared online database which fully integrates the sales channel, hub and client to provide universal visibility on performance and ultimately closes the loop on each opportunity produced

Performance is measured across 3 areas:

• Number of opportunities
• Sales conversion of opportunities
• Transactional value

Results:

• Outstanding ROI ratio of 8:1 ie. For every £1 invested, £12 are yielded.
• Pilot was successful, now evolved and ongoing
• Constant ROI metrics are provided from the online database