Training for employees will not be expensive or time consuming as they only

Training for employees will not be expensive or time

This preview shows page 36 - 38 out of 58 pages.

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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36 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.
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