Sales Process Development for Promowear Wholesaler - Exploiting Big Data & Gamification
Airaksinen, Kalle (2022)
Airaksinen, Kalle
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022091620228
https://urn.fi/URN:NBN:fi:amk-2022091620228
Tiivistelmä
The aim of this thesis is to develop guidelines for the sales process to increase sales in the future. The intention of this growth focused development is to improve interaction with customers. In addition to that, the aim is to expand sales possibilities by using gamification features and necessary data to back up the sales process. The goal in this thesis is to explore what data plays an important role. There also is a goal to explore how to interpret data needed in the sales process to add value for the customer and increase sales. Especially what data is important to different types of customers. The most important key performance indicators that have a positive impact on sales and add value to sales growth will be researched, including most suitable leading and lagging indicators. The possibilities of the gamification to create more loyal and long-term relationships will also be researched. The case company in this research is wholesaler GC Sportswear Oy. The case company is a promowear textile importer. The case company has its own storage in Tampere, also storages in Sweden and Belgium are in frequent use. All sales are made through customers who act as resellers and are mostly professionals in textile printing having their own machinery. The case company works with 8 different promowear brands. The study was a mixed method case-study that included qualitative research in which focus group interview was organized for experts in the industry. The focus group data was analyzed by using thematic analysis. After the focus group interview quantitative research, as a survey, was held for managing role customers of the case company acting as respondents. The main theoretical framework consists of sales process, big data, key performance indicators of sales process and customer relationship management. The sales process was researched by the wholesalers point of view where sales is different B2B sales. The result of the research are guidelines for the sales process to develop and grow sales for the case company. There are ways of using big data, gamification, and what key performance indicators to fol-low and emphasize on.