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products in such a way that maximises their sales potential. Training for employees will notbe expensive or time-consuming, as they only need to have a full understanding of theHelloFresh brand and its products (which is quite narrow compared to most otherbusinesses). To save money from not paying sales commission, salespeople will bemotivated with free HelloFresh boxes. When they sign up or upgrade a certain number ofcustomers per week, they will receive a HelloFresh box that reflects their efforts (e.g. moremeals included for more sales made). As HelloFresh is suitable for everyone (becauseeveryone needs to eat), it is likely that this is a suitable method of motivation for a widerange of people. To further enhance customers’ perception of our quality, we want to use othercustomersto promote our benefits. This can be done through positive testimonies on our website.The home page already contains Twitter mentions of #HelloFreshAU; however, only threeare shown and these are located towards the bottom of the page. ‘Sales stories’ such astestimonies can trigger the release of oxytocin in the brain, which “encourages people to
36feel empathy… [and] build trust in [the] brand… and in doing so increase sales” (Carlozo2018). To take advantage of this effect, we want to slightly alter the page so that thetestimonies are brought towards the top of the page (under the ‘How it Works’ banner) toincrease the chances of customers reading them. Three Twitter testimonies will still beshown at a time, but we want to introduce arrows on either side of these so that users ofthe website can scroll through even more testimonies. Process The only new staff required to implement the recommendations outlined in this marketingplan are those for the Fortitude Valley store. As was outlined in the People section, fourexperienced salespeople need to be hired on a casual basis. No additional employees arerequired as the only purpose of the Fortitude Valley store is to inform customers aboutHelloFresh so that sales can be made from signing them up (e.g. customers will not visit toresolve issues with their orders, as HelloFresh already provides numerous outlets forcomplaints to be made and resolved). Full training to salespeople will be provided, as theyneed to be aware of: HelloFresh and all its products, and how to use the technology thatwill be placed in the store. To evaluate salespeople and the Fortitude Valley store as a whole, emails will be sent to allcustomers who visited the store and signed up or upgraded their service (e.g. increased thenumber of meals they receive per week). These will contain a small survey askingcustomers how their experience was, if they found it more helpful than the online servicesavailable, and whether they would recommend visiting the store to their friends. This datacan be used for ongoing improvements to things such as employee training.