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AI at Vorwerk – three perspectives. One future.
Direct sales in tune with the timesin tune with the times
Digitally conceived –
human made
Some encounters are planned and others happen quite by chance. A recipe scrolls past in your social media feed and then stays in your head. On the way to work you receive a message reminding you about a product you discovered recently. And in the kitchen, a casual glance around turns into real enthusiasm. These days direct sales is something encountered in all kinds of everyday moments – at the right time and the right place.
Personalised advice and digital touchpoints are becoming increasingly integrated – created with clarity, consistency and customer focus. Digital advertising, our advisors’ personal websites (referred to as MySites) and even social media are valuable extensions to our in-person live demos – fitting together perfectly like building blocks. Sometimes it is obvious and up-front, and sometimes it happens quietly in the background. The result is a sales experience that supports advisors, remains in focus during personal dialogue, and is always oriented on the everyday life of customers.
Out and about
Everyday life is getting faster, and our attention spans shorter. When emails or MySite notifications build on previous experiences and present appropriate ideas and products, this creates relevance – when people are out and about, between appointments, within the tempo of their day.
On the sofa
Inspiration can often strike incidentally between a favourite TV series and a social media feed. A post by an advisor references a specific interest and invites the user to delve more deeply into the range. In a relaxed setting, browsing quickly moves to the next step.
In the kitchen
From discovery to delight. The live demo is where products are tried out, functions are explained and questions are answered directly. Content on the tablet expands on what has been demonstrated and is also available after the appointment. The connection created persists beyond the moment. The result is enthusiasm that endures.
When visiting friends
Casual conversation flows easily among friends. Products are tried out, experiences are shared and everyday solutions are discovered. Here, an unprompted interaction can become a next step, in a way that is personal and uncomplicated.
At an event
Events are a chance to consolidate attention and bring products to life: live demos, networked devices and direct exchanges intensify impact. Contacts are digitally captured and maintained, to turn initial enthusiasm into a sustained relationship.
3 questions for
Alexander T. Stampfl (pictured right), Senior Vice President Digital, Sales Systems & Omnichannel DS360, and
Jörg Klinkhammer (pictured left), Vice President Omnichannel DS360
What exactly does DS360 mean – and what’s new about it?
Alexander DS360 stands for Direct Sales 360, and we see it as the natural next development step in direct sales. We are combining personal advice and digital opportunities into an integrated approach and rethinking the entire journey for advisors and customers. This results in a system which retains our established strengths and is at the same time aligned towards the future.
Jörg At heart it is about a model which is consistently networked, from the live demo to individual MySites to automated campaigns and intelligent lead generation. What’s new is the systematic interaction of all contact points, irrespective of whether a purchase is made face to face or online. We are offering our customers a seamless experience.
Why is the further development of direct sales so strategically important?
Alexander Customer expectations are changing. These days digital services are expected as a matter of course: to be successful in the long term, it is absolutely essential that we successfully combine digital tools with personal advice. At the same time this approach opens up additional potentials for us in the ecosystem – for example with respect to accessories and services – and strengthens productivity as well as customer loyalty.
Jörg Our advisors should be empowered to concentrate on what makes the difference: selling the core product and building resilient relationships. Having well-structured background processes ensures transparency, fair allocation of online sales and additional income opportunities. Above all then, further development means clarity and focus in sales.
What is the role of advisors in the DS360 system?
Alexander Advisors continue to be the centre point of our sales. The technology is not to replace them, but to provide them with targeted support by means of data-driven insights, marketing support and efficient processes. This creates more room for the aspects that have always set direct sales apart: trust, expert advice and personal experiences.
Jörg Our task is to create optimal framework conditions. Personalised MySites ensure a digital presence around the clock; automated campaigns offer continued support to customers; and each transaction is clearly allocated and credited. We also specifically promote the development and leadership of our advisors as the foundation for sustainable growth.
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Connections across the table – where local trust yields global success