Member Article

Life after sales brochures - POPcomms scoops award for digital sales innovation

Interactive digital sales enablement tools are fast becoming an essential part of a successful sales team’s toolkit and Bristol based POPcomms are demonstrating they are firmly establishing themselves as a leader in the field, after scooping the Award for Best Application of Marketing Technology at the Construction Marketing Awards 2021.

The judges were WOWed by their use of technology, commenting:

“This is what life after brochures looks like. What an excellent sales tool”

“Really well researched and planned, the solution totally engaged with a complex customer base and did what it said on the tin. The best entry by a country mile for me.”

The digital sales tool was developed for Wienerberger UK, a global leader in brick and infrastructure solutions, to engage their sales team, WOW their customers and encourage a more conversational based sales approach.

“The experience takes our customers on a journey of discovery based on their requirements, so that we can work with them to solve their problems and fully demonstrate our products and solutions in context and with impact.

“Crucially the sales tool has helped us to reduce the time taken to provide our customers with all the information they need to fulfil their specification, from up to a week to literally minutes. It’s been a massive step change, which is demonstrated by our increased market share.“said Dan Cheung, Marketing Manager, Wienerberger.

Wienerberger has an extensive product portfolio to meet the ever-growing needs of their broad customer base, ranging from large multi-national merchants, architects and developers to smaller local builders.

They had been digitally transforming the wider business for some time and approached POPcomms to create a customer-centred digital sales experience that supported their transformation strategy.

They wanted to move away from lifeless and static product focused printed sales materials and presentations, towards a more dynamic digital experience, incorporating the very latest interactive technologies to support a more consultative approach between their sales teams and customers, to expediate buying decisions and maximise on sales opportunities.

Wienerberger now have an immensely powerful customer centric digital sales experience incorporating video, 3D modelling, high resolution imagery, BIM compliant technical information and specification PDFs, bringing Wienerberger’s products and solutions to life, in a way that hadn’t been done before to create a remarkable omnichannel buying experience for their customers.

Damjan Haylor, MD of POPcomms said: “We are thrilled to be recognised by the Construction Marketing Awards, a renowned showcase of excellence in creative, innovative and highly effective marketing. It has been hugely satisfying to develop a sales tool for Wienerberger which has had such a marked effect on their sales team and processes, helping to drive an increase in customer engagement, understanding and revenue.”

This was posted in Bdaily's Members' News section by Leander Woodbridge .