CASE STUDY: SAMSUNG
How Catalyst helped transformed Samsung’s sales performance with a strategic, mobile Business Intelligence application.
PROJECT INFORMATION
Only 8 years ago Samsung were manually collecting data and sales management and reporting was driven via spreadsheets. Reporting was a time-consuming task which struggled to deliver the insights needed by the teams to work more efficiently.
To ensure that retailers are giving customers the best possible experience, SEUK employs field team of area development managers (ADM), the company’s “eyes and ears out in the field”.
Paul Asquith, Insight and Reporting Manager for Samsung explains: “The ADM team allows us to reach store staff on a tremendous scale, explaining to them our innovations and updates and how we engage the customer with lifestyle questions to find the right device for them.”
Tracking and reporting the team’s performance using spreadsheets posed a real challenge. Alongside this, SEUK was running a Market Communication System. While it recorded all ADM activity (i.e. stores visited, actions and interactions), the information was split into disparate reports. “It was all very difficult to understand,” recalls Paul. “Were we actually moving the boat forward? Were we even in the right boat? It was all over the place. We quickly realised that we needed something which would bring all that together.”
Quickly realising that they needed something which would bring all that together, Paul and his team researched the marketplace for the best solution and partner for support.
THE RELATIONSHIP
Impressed by the innovative approach to Qlik Sense, Paul turned to the team at Catalyst for the support which would enable them to meet their goal to “work smarter rather than harder”.
Over the past 5 years, SEUK and Catalyst have collaborated on more than 30 similar projects. Since launching the app, much has changed for Paul and his Team. Samsung’s reporting has reached new levels of efficiency with detailed, automated reporting – which provides ADMs and management with valuable insights. These engagements, together with Catalyst’s work with Samsung Europe, established a relationship built on trust, while providing an intimate understanding of each other’s strengths... and how to play to them.
Challenges Solved
THE IMPROVEMENTS
“For a long time, this is what the users have been asking for… and we now have the platform to actually make it work."
“The app has proven especially useful during in-store visits, particularly when there is a need for an in-depth conversation around performance.”
“If you go out with any of our ADMs, you can see how happy they are with it. Our retail director even uses his own login.”