Unilever Turkiye
Company: Unilever Turkiye, Istanbul, Turkey
Entry Submitted By: Recode
Company Description: Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever Turkey, create added value for Turkey and Turkish people for over 100 years. Unilever is part of the lives of 70 million consumers in Turkey with its 32 brands, on the market.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Best Use of Technology in Sales
Nomination Title: Algida Cabinet Location Tracker – QR
Tell the story about how your organization used technology to improve sales operations, drive sales growth, and/or improve customer satisfaction since the beginning of July 2011 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
According to research, only 3 percent of shoppers visit to frozen aisle where the ice creams exist while they do shopping. Because of this shoppers generally forget to buy ice cream or buy it recently.
We needed a formula to take shoppers’ interest into frozen aisle and add Carte D'or Cup Ice Cream to shoppers' shopping lists.
We preferred to implement a new activity in a well-known market which has shopper group that is predisposed to use high technology. Shoppers were informed at the entrance of supermarket. Their locations in market were appeared on their 3G mobile phones simultaneously and directed them to frozen aisle.
There was a discount as an award for shoppers who can reach Algida cabinet in frozen aisle with the same timing and same path in the map that appeared in their mobile phones. This discount was integrated with Market Club Card so shoppers were able to use discounts by Market Club Card on cashier line.
By conducting Algida Location Tracker Game-QR Code, we took interest of shoppers to Algida cabinet, increased awareness for frozen aisle and also promoted Carte D'or Cup Ice Cream.
Results
- In total 2126 shoppers joined the game with smart phones and reached Algida cabinet at frozen aisle
- In activity executed markets, %21 percent increase in Carte D'or Cup Ice Cream’s share of revenue distribution of all ice cream products was determined during the activity period.
- In these markets, Carte D'or Cup Ice Cream’s revenue growth was %214 during activity period.
Provide a brief (up to 100 words) biography about the person(s) who led the nominated initiative:
Algida Turkiye Customer Development Director Irfan Öztekin was born in 1967. Mr.Oztekin graduated from Ege University Landscape Architecture department and also has a master degree of Business Administration from Istanbul University. Mr. Oztekin started his worklife in Unilever as a Modern Trade Executive in Foods Category. In past 21 years, Mr. Oztekin gave performances in different positions in Unilever and received lots of achievements these positions. Mr. Oztekin is married and has two children.