A Presentation On

Mo FurnishingUndergone on

Abhiyan marketing services pvt.ltd.On

CLOSING THE LOOP BETWEEN SALES AND MARKETING DIGITALLY

Presented by:Sakshi Arora

Institutes NameIBS GURGAON

ProblemFounded in 1956, MO Furnishing is the leading home furnishing store in Gurgaon, with more than 1 lakh SKUs spread across 4 floors, sells primarily curtains, upholstery & carpets. MO also offer custom stitching, installation & door-step delivery. It has built a brand by advertising QTR Page ads in local dailies, like TOI & HT. Lately, with the increase in competition, the agency suggested digital marketing to expand market by tapping delhi. Mo tried lead generation themselves but the results were neither measurable, nor visible.

SolutionsMO hired Abhiyan Digital for lead generation & digital marketing operations, who provided a strategy, creative campaigns, efficient processes aided with marketing automation, a CRM & a cloud platform. It combined it with innovative technology to arrive at crystal clear insights, business intelligence to drive growth. To achieve that it appointed skilled inside sales resources on 3rd party payrolls. They also targeted entire Delhi NCR for their campaigns and increased the reach of their communication, which was unaffordable through newspapers.

Case Study – Mo Furnishing

Revenues & Expenses in Rs. Lacs - Cumulative

Dec Jan Fe Mar Apr

0

2

4

6

8

10

12

14

REVENUESEXPENSES

(12.25 lacs)

(8.13 lacs)

Results● Opened up new markets through digital medium and a new

revenue channel● Increased number of leads, walk-ins and conversions ● Reports & analytics translate to higher sales by inside sales

staff● Reduced customer acquisition cost.

Take Aways● Digital marketing works in furnishing vertical.● Retail stores can benefit from digital marketing & increase

walk-ins ● Close monitoring of leads in a sales funnel (CRM) can yield

higher results. ● A strong inside sale team is required for the success of digital

marketing

MO FURNISHING Founded in 1956, MO Furnishing is the leading home furnishing store in Gurgaon, with more than

1 lakh SKUs spread across 4 floors, sells primarily curtains, upholstery & carpets. MO also offer custom stitching, installation & door-step delivery.

Problem statement No growth: Mo sought to distinguish itself but it seemed to be very difficult to get noticed as

since opening the owner had tried print ads in Times of India-Gurgaon to get new customers and increase sale.. Nothing seemed to work or deliver the type of impact that Mo desired. Also, there was a threat of emergence of new competitors like Floor & furnishing, Home Saaz giving tough competition to Mo furnishing.

New competition: Moreover, 90% of their sales were from a brand which they were selling exclusively. However with the emergence of new competitors, those brands were seen everywhere which became a turning point for Mo furnishing. To combat the competitors they had increased their advertising spend but also wanted to foray into new markets like overseas etc.

Lack of competent employees: Mo was not having competent employees who could undertake digital marketing.

External security issue: They were doing digital marketing on piecemeal basis although their main marketing budget was consumed by advertising in the front page of Times of India –Gurgaon. They wanted to increase their online marketing expenditure but were not sure of conversions that were taking place from SEM(Search Engine Marketing). Moreover, there were concerns over the security of online leads and the management did not want to share their data with an external agency.

Increase in cost: They had explored every opportunity by coming on the front page of the largest newspaper but still there was no improvement in their sales. Although they were not growing further through print advertisement and the print advertisements used to be very expensive.

Recruitment of employees: The employees at MO were incompetent for sales and cold calling. He wanted to recruit two inside sales people for handling cold calling and for sales of B2B and B2C. It was challenging to find employees as no one was ready to work for a retail store.

Lack of domain knowledge: They didn’t have domain knowledge to hire, train, supervise motivate, digital marketing and inside sales employees.

SWOT analysis

Strengths

Strengths less cost of goods

Opportunity

Weakness

Weakness

Internal factors

Externalfactors

Positive Negative

Threats Entrance of strong Delhi based retailers in gurgaon 90% of the products sold from the store was from one brand and Mo was selling that exclusively. But now with the entrance of new competitors that brand was being sold by other competitors

Attractive pricing of goods Great retail space that provides large amounts of walk-through traffic.

Using conservative traditional approach for marketing relying only on print advertisements Limited market- Gurgaon only

tap more customers through digital marketing Attract customers of Delhi through advertisements Tap export markets

The objective

To explore digital marketing opportunities available to the organization, expand to new markets and grow faster

Solutions…. They were not growing further through print advertisement. Moreover, print advertisements

used to be very expensive and the company didn’t have competent employees who could do digital marketing. Also, they didn’t want to outsource digital marketing services because of external security issues. So after several meetings and discussions, they finally agreed to outsource digital marketing operations with a marketing agency “Abhiyan marketing services” who deal in providing digital marketing operations. So firstly MO gave the contract to Abhiyan of doing only Google adverts. At that time, Abhiyan was giving lead to MO that was coming through Google adverts. Then later on they decided to let Abhiyan handle their facebook account.

Setting up of facebook page:  Secondly, Mo made its facebook page. The page had all the information about the business, its various products, attractive images and links directing to website making it easily accessible to the customers.

Creation of Customer relationship management (CRM): Abhiyan offered its CRm sales Rambo to manage its customer interactions and data throughout

the customer lifecycle, with the objective of improving business relationships with customers, assisting in customer retention. In Crm, all the database of the customer is stored for future reference.

Results Decrease in customer acquisition cost. Increase in Revenue. Increase in number of leads. Increase in number of conversions.

Learning's Mo furnishing being one of the leading home décor solution provider leveraged their

sales by successfully implementing Customer relationship management (Crm). Using Crm as the medium is the most commendable step they undertook. Mo furnishing could gauge the impact of using Crm as their medium and as a result attained their objectives.

How CRM Works

Essentially CRM works by collecting leads or consumer information. Analyzing the collected information to understand customer or market requirements. Adjusting marketing campaigns accordingly to increase sales.

CRM also serves for customer service and support making businesses efficient and

improve customer satisfaction. In any business, the bottom-line of CRM workflow is to (1) Initiate Marketing, (2) Process Sales, (3) Schedule Orders and (4) Provide Support. 

CRM-Need for Business CRM helps businesses use technology and human resources to gain insight into the

behavior of customers and the value of those customers. Any business owes its survival to its customers. Today if a company has to maintain

its hold on the market the foremost step to be taken is to maintain and nurture its customer bank. Customer is the king, old or new. And if the customer is loyal to your business it works wonders to the profit of your business.

A good strategy will be to integrate every area of touch point with customers like marketing, sales, customer service, and field support. This is achieved with the integration of the people, process, and technology in the business.

Business Benefits of CRMThe following are the benefits of adopting CRM processes: Develop better communication channels Increased customer satisfaction Access to customer account history, order information, and customer

information at all touch points Identify new selling opportunities Increased market share and profit margin Increased revenues More effective reach and marketing Improved customer service and support Improved response time to customer requests for information Enhanced customer loyalty Improved ability to meet customer requirements Improved quality communication and networking Better stand against global competition

Sales Rambo closes the loop between sales & marketing to increase your organisation's profitability. 

1.20.16 1.28.16 1.28.16 2.17.16 2.29.16

Project start date

Setting up of Digital marketing operations at Mo’s premises

Develop strategy for lead generation & walk-ins based

Completed recruitment of skilled resources; Training

Develop new landing page Based on new strategy. Developing new Google campaign

Finalized pitch for Embassies and calling on the database from 15/2

Start new Google campaign with walk-ins strategy

10.03.16

2.15.16

12.15.15

To be ready with pitch for architects&interior designers

InitIated video calling

How digital marketing operations are rolled out

WHAT IS A LEAD A lead, in a marketing context, is a potential sales contact: an individual or

organization that expresses an interest in your goods or services. Leads are typically obtained through the referral of an existing customer, or through a direct response to advertising/publicity. A company's marketing department is typically responsible for lead generation.

NameTelephone numberEmail idCity of residence

lead generation process

Prospect lead

Raw lead

Qualifiedlead

Nurturing lead

Disqualified lead

Transformation of marketing Digital marketing has changed the way business use to work. A transformation of

marketing is underway as we spend more time on our mobiles, tablets and laptops. The challenge for brands is to connect with customers through all these devices in real time and create campaigns that work across social media, display advertising and e-commerce.

According to Gartner, survey marketing budgets increased 10 percent in 2015, with 61 percent of respondents saying they expect budgets to increase again in 2016.

How Strategy meets digitally

Impact of digital marketing

Changing trends….

Future aspects of MO Mo is presently working on its walk in Campaign which is giving good results. Mo is planning to go abroad with its products. Mo is planning to work on its new campaign “Mo comes home”. In this campaign

employees of Mo will be going to the customers home and will be showing their catalogs.

Mo is also working on its next campaign “shop from comfort of home”. Through this campaign Mo employees will be contacting with customers through face time, Skype etc. and will be showing all the products of Mo.

Mo is also planning to create its own E-commerce website so that customer can shop its products online.

Mo is also planning to sell its products through E-commerce websites like Amazon, Flipkart etc. to increase its sales

New Landing Page for Leads from Walk-In

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