Enabling self-service for customers provided several key advantages to Oertel's team and to the Sysco business overall. Sales associates now spend less time keying in customer orders and more time on value-driven activities. Shop incorporates cross-sell and upsell opportunities into the shopper's experience, rather than relying on sales associates to initiate those discussions. Most importantly for Oertel's team, having customers do the shopping for themselves makes it possible to track their behavior.
“If they don't shop, we can't tailor our offerings to what they need,” Oertel said. “We need the data. If the shopper is in there clicking around, only then can we surface items directly to them, give them targeted promotions, and change the flow of their experience to make it more personalized and intuitive.”
To promote better intelligence about customer needs, Oertel's team set up event tagging in Sysco Shop to capture and analyze business data, such as what customers search for and how those searches relate to what they end up ordering. This data is then streamed into other visualizations using Tableau, offering insights into customer behavior, improving the customer experience, and enabling Sysco sales reps to take meaningful, timely action. For example, insights into how many customers went directly to their saved lists without searching or browsing for additional items informed successful new campaigns and UI enhancements, such as product suggestions, email reminders, and enabling hover-over in the UI for getting more information about a product.
Currently, Oertel's team stores all Sysco Shop data in an Amazon Web Services (AWS) S3 and Amazon Redshift cloud solution. Tableau connects easily to AWS and to sales personnel data stored in Microsoft Active Directory and Salesforce B2B Commerce Cloud to enable personalized experiences for all sales associates, enabling them to readily visualize and investigate data that is specific to their accounts.