Solutions

Seachem Laboratories Inc

"What started as something of an experiment has now become one of the most important tools that we use to help improve Seachem as a business. FileMaker gives us clarity, it gives us reach and it helps us to do a better job for our customers." says David Buck, IT manager, Seachem Laboratories Inc.

International pet care specialist Seachem becomes a mobile champion with the help of FileMaker Go

FileMaker instrumental in helping move Seachem to being a more effective mobile workforce.

Overview

  • Company able to rapidly expand trial project across organisation, providing its sales-force around the world with access to the customer database.

Industry

  • Manufacturing

Solutions

  • FileMaker has been instrumental in helping move Seachem to being a more effective mobile workforce.

Benefits

  • With so much data flowing into the Seachem system, the company has been able to create a scientific success plan for its sales team.
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Seachem Laboratories Inc 1
Naturally for a company that distributes its products through retail outlets across the world, 'on-shelf presence' is absolutely key for Seachem.

When David Buck joined Seachem as its IT manager almost six years ago, he knew that he was signing up with a company that had a very clear ambition. "From day one, I knew what the challenge was," he begins. "The exec team at Seachem had a clear vision of implementing a programme that would reward the pet stores that support our brand. The only thing that was uncertain was how best to do that."

Naturally for a company that distributes its products through retail outlets across the world, 'on-shelf presence' is absolutely key for Seachem. Greater visibility and range of products equals a better choice for the consumer as well as better brand awareness for the company itself.

As a result, Seachem made the decision to launch a kind of 'loyalty' programme with its retail partners; those stores that stocked a greater diversity of Seachem products would be rewarded with better wholesale price points and free products for use in store.

Driving loyalty, building diversity

"We created a 'ranking' system for our partners," says David, "placing them into bronze, silver, gold and even platinum levels based on their commitment to the Seachem brand." Entry into these tiers was based on the range of products stocked in each store. 50 or more different products from the Seachem range would qualify a site for a bronze ranking, 70 or more for silver, and anything upwards of 100, gold.

"The platinum tier was reserved for those stores that had already qualified as gold standard retailers and were then prepared to send two sales representatives for training at Seachem HQ in Georgia," explains David.

"It was a great idea in principle," he continues. "But like any great idea the real proof is in the delivery. We had a sound concept, but working out how we were going to roll that out across thousands of retailers across the world was the challenge. Clearly, we needed a technological solution that could help us make this plan a success."

We developed an initial system and sent one of our local sales guys in Georgia out on the road with a barcode scanner and mobile device that had the FileMaker database on it.

— David Buck, IT manager, Seachem Laboratories Inc

The FileMaker solution:

When David Buck joined Seachem as its IT manager almost six years ago, he knew that he was signing up with a company that had a very clear ambition. "From day one, I knew what the challenge was," he begins. "The exec team at Seachem had a clear vision of implementing a programme that would reward the pet stores that support our brand. The only thing that was uncertain was how best to do that."

Naturally for a company that distributes its products through retail outlets across the world, 'on-shelf presence' is absolutely key for Seachem. Greater visibility and range of products equals a better choice for the consumer as well as better brand awareness for the company itself.

As a result, Seachem made the decision to launch a kind of 'loyalty' programme with its retail partners; those stores that stocked a greater diversity of Seachem products would be rewarded with better wholesale price points and free products for use in store.

Driving loyalty, building diversity

"We created a 'ranking' system for our partners," says David, "placing them into bronze, silver, gold and even platinum levels based on their commitment to the Seachem brand." Entry into these tiers was based on the range of products stocked in each store. 50 or more different products from the Seachem range would qualify a site for a bronze ranking, 70 or more for silver, and anything upwards of 100, gold.

"The platinum tier was reserved for those stores that had already qualified as gold standard retailers and were then prepared to send two sales representatives for training at Seachem HQ in Georgia," explains David.

"It was a great idea in principle," he continues. "But like any great idea the real proof is in the delivery. We had a sound concept, but working out how we were going to roll that out across thousands of retailers across the world was the challenge. Clearly, we needed a technological solution that could help us make this plan a success."

Seachem Laboratories Inc 3
FileMaker has been instrumental in helping move Seachem to being a more effective mobile workforce.

Notable benefits:

CRM on the Go - Alongside everything else that FileMaker is doing for Seachem, the company has also created a mobile CRM system within it. Integrating with Google Maps, sales reps visiting a location are able to quickly see all Seachem partner stores in that area, helping them to plan everything from their sales schedule to their hotel booking and become more efficient.

Product practicalities - FileMaker also helps Seachem keep track of its product performance. If one product in particular is proving not to be popular in the retail outlets, Seachem is quickly able to pinpoint it and find out why.

A rationale for success - With so much data flowing into the Seachem system, the company has been able to create a scientific success plan for its sales team. By looking at the actions of the company's best performers, Seachem is able to provide training and feedback to help up the whole team's game.

For FileMaker:

Kevin Mallon
Public Relations Manager
FileMaker Inc.
408-987-7227
kevin_mallon@filemaker.com
http://www.filemaker.com

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Seachem Laboratories Inc

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