products in such a way that maximises their sales potential. Training for employees will not
be expensive or time-consuming, as they only need to have a full understanding of the
HelloFresh brand and its products (which is quite narrow compared to most other
businesses). To save money from not paying sales commission, salespeople will be
motivated with free HelloFresh boxes. When they sign up or upgrade a certain number of
customers per week, they will receive a HelloFresh box that reflects their efforts (e.g. more
meals included for more sales made). As HelloFresh is suitable for everyone (because
everyone needs to eat), it is likely that this is a suitable method of motivation for a wide
range of people.
To further enhance customers’ perception of our quality, we want to use
other
customers
to promote our benefits. This can be done through positive testimonies on our website.
The home page already contains Twitter mentions of #HelloFreshAU; however, only three
are shown and these are located towards the bottom of the page. ‘Sales stories’ such as
testimonies can trigger the release of oxytocin in the brain, which “encourages people to
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feel empathy… [and] build trust in [the] brand… and in doing so increase sales” (Carlozo
2018). To take advantage of this effect, we want to slightly alter the page so that the
testimonies are brought towards the top of the page (under the ‘How it Works’ banner) to
increase the chances of customers reading them. Three Twitter testimonies will still be
shown at a time, but we want to introduce arrows on either side of these so that users of
the website can scroll through even more testimonies.
Process
The only new staff required to implement the recommendations outlined in this marketing
plan are those for the Fortitude Valley store. As was outlined in the People section, four
experienced salespeople need to be hired on a casual basis. No additional employees are
required as the only purpose of the Fortitude Valley store is to inform customers about
HelloFresh so that sales can be made from signing them up (e.g. customers will not visit to
resolve issues with their orders, as HelloFresh already provides numerous outlets for
complaints to be made and resolved). Full training to salespeople will be provided, as they
need to be aware of: HelloFresh and all its products, and how to use the technology that
will be placed in the store.
To evaluate salespeople and the Fortitude Valley store as a whole, emails will be sent to all
customers who visited the store and signed up or upgraded their service (e.g. increased the
number of meals they receive per week). These will contain a small survey asking
customers how their experience was, if they found it more helpful than the online services
available, and whether they would recommend visiting the store to their friends. This data
can be used for ongoing improvements to things such as employee training.
