When Aviko called us, we could not expect the challenge that was waiting for us. At first sight, the issue for Aviko – one of the world’s largest potato processors – revolved around digital marketing: Help us to reach the hotel and catering market worldwide via digital channels.
On closer examination, it also meant that the commercial focus needed to be shifted: In most countries, Aviko focuses on wholesale businesses and distributors. To bring about this ambition, sales, marketing and customer service need to be re-oriented. That involves virtually everyone in the commercial organization. ICT will be increasingly important in the achievement of the desired results. And finally, a lot more data is going to be used in the commercial process.
We’ve had workshops with the most involved senior managers in which we defined the strategic direction. A clear strategy that by now everyone at Aviko can dream about, under the name E-connect.
As a way of showing that it’s indeed possible to achieve sales results with digital marketing, we set up with Aviko a small-scale pilot called ‘Celebrate the Season’. With nearly any budget, the proof was delivered: With digital marketing alone, you can create new customers and sell new products to your existing customers. It was thus time to go further.
To move from small-scale to a worldwide approach, good systems are necessary. Together with Aviko and through a structured process, GROUP7, as an independent third party, selected the best-fit solutions for CRM, marketing automation, a specialist partner in data-driven commerce and a new digital platform for the websites.
We also supported Aviko in organizational questions: How will the new processes work? How do we set up a digital centre of excellence? And how will that work in conjunction with the marketing in the many countries where Aviko is active.
Over a period of 2 years, GROUP7, together with Aviko, directed the programme management. We made sure the programme stayed on track. And it still is.
The CRM solutions Salesforce Sales Cloud and Marketing Cloud have been implemented and are making a good contribution to the new commercial approach. Work becomes more data driven: Aviko makes really effective use of the data from smart algorithms, especially for marketing automation.
When we arrived, the centre of excellence comprised two ambitious online specialists. In the meantime, that has expanded to five of its own people. And to further fulfil the ambition, that will expand even more.
After the first 2 rollouts in countries, E-connect will be further rolled out but now without GROUP7. And that’s how it should be. With a feeling of great pride, we have transferred the programme to the client.
Dick van der Aart, marketing director: “Martin’s team has greatly helped us to get out of the starting blocks with out digital transformation. GROUP7 was involved not only at the start, but also in the first implementations. In this kind of transition, where the change involves getting people on-board, rearranging processes and introducing new tooling, a good backbone is a must. What does that involve? Sharing the same beliefs, working together with a strong supervisory team with great people. We set to work as a team under the motto “improve what we have, create what we need”.
As far as I’m concerned, Martin’s team not only proved to have solid digital knowledge, but also the insight, knowledge and ability to properly guide people in this. As the person ultimately responsible, I also really appreciated that GROUP7 facilitated a strong theoretical framework on, for example, organizational issues. That provides a firm foundation for continuous change.”