A task made for us
When we started the project, we had no idea how Covid would shake up the restaurant business. This made our project for online B2B business support all the more important.
We kicked off the project by creating an initial study, which led to the wireframes. Technical functionalities played a key role. It was important for the client to:
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ensuring the security of business data
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to track orders and business transactions efficiently
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developing a smart system for entering promo codes on the website
We designed a system that works much like an e-shop, except that B2B partners pay using points they have earned.
We needed to ensure that codes could not be forged and that the system could not be hacked. We therefore implemented a database of 3 million unique codes provided by the client, none of which can be used more than once.
The second key criterion was ease of use. The system must make work easier for end users – staff in restaurants and bars – not harder. We therefore focused on ensuring the user journey was intuitive and on minimising obstacles to completing each operation.
Feedback from B2B customers
Together with the client, we set out the main measurable goals at the outset: to achieve an increase in orders from bars and restaurants, as well as an increase in bottles and portions of drinks sold, and to have 5,000 B2B users (bars and restaurants) registered in the project within 6 months.
The next step will be to integrate the B2B website with Salesforce so that the client has a single platform from which to monitor the activities of all business partners.
Click here to order a tap machine
We designed the actual sales process on the website in two steps:
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B2B partners collect points in the loyalty programme. They sign up at the start and receive a ‘starter pack’ – merchandising to support sales.
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By entering the codes from specific bottles, they earn points which they can redeem for further benefits each month.
The website is designed to maximise motivation for business partners to purchase a ‘tap machine’. This is a freezing unit which, according to statistics, increases drink consumption by up to 30% when used in a bar or restaurant.
The client’s sales representative can now check the following at any time in the system’s administration:
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which end users (bartenders, bar staff, owners…) have registered
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how many drinks they have purchased
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how much they have sold
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whether they already have a tap machine, or are currently freezing drinks in a freezer
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whether their venue organises events with Jaeger (the system offers B2B partners the option to generate a personalised poster featuring Jaeger graphics and use it for their event)
This detailed information informs the client’s further business activities – they can target specific partners precisely. This boosts sales success and saves time and investment in the team.
The next step in the project is a website where every partner can order a tap machine at a more favourable price.
We have linked the website to further business processes
To ensure we didn’t stop at the website alone, we helped the client devise a process that utilises the collected data in subsequent business processes. In future, the website will be integrated with Salesforce, and the client will be able to track the following within the system:
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whether a specific bar has a tap machine
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how many drinks are sold through it
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how many of each type of partner restaurant and other establishment they have
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whether the partner also uses the client’s other websites
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other statistics…
At present, the client has gathered as much information as possible about customers in one place, specifically on the website www.jagerpromo.cz. Sales representatives use this information to decide on their next steps.
Thanks to the success in the Czech Republic, we have also localised the project in Slovakia, and even before the start of the coronavirus crisis, the client launched the same model for the Tullamore brand.
“Thanks to the project, we have an overview of how our partners purchase Jägermeister and can encourage them to buy more. We also know whether they are serving Jägermeister correctly, i.e. at -18 degrees, when it tastes best. We have even found that if our partners follow our procedures and use the Jaeger-machine, they can increase Jaegermeister sales by up to three times. Through the project, we have gained an effective communication platform that also brings together customers whom our sales representatives do not visit.”
Barbora Březinová, E-Sales Channel Manager, Mast-Jaegermeister CZ s.r.o.
Would you also like help with a B2B project? Are you looking for effective sales strategies or an experienced marketing perspective?