00:01Good afternoon. My name is Shannon Reilly. I'm a GIS specialist at corporate headquarters for Valpak.
00:07I'm going to talk to you about how ArcGIS Online meets couponing magic.
00:12The Valpak business model is a franchised organization...
00:15...that sends out millions of envelopes each month to homes, full of great coupons.
00:20In the last two years, we've also developed an online product called Valpak Deals, where you buy a deal in advance.
00:28Valpak has really embraced all technology as a medium to reach our consumers.
00:32We use the print product, Valpak.com, the Valpak mobile app, an SMS texting program, and through social media.
00:40Who's the typical Valpak consumer? They have above average household income, they are age 25 to 54...
00:47...they've attended college, they have a higher home value.
00:51Then we asked ourselves, What about digital consumers?
00:55We felt like there was a lot of room in digital space occupied by other savings-based websites...
00:59...like Groupon, Amazon Deals, and Living Social, where we could get in on a piece of the vast digital pie.
01:06But what does the digital consumer look like?
01:09We looked at who's buying online deals.
01:11The online shopper is not the same as the typical Valpak print consumer.
01:15Online shoppers were young, old, single, married, homeowners, and those who lived in apartment dwellings.
01:22Last summer, one of our franchise owners approached us with a never-been-done-before Valpak idea.
01:28His idea was to use the trusted Valpak brand and leverage our strength in print product while promoting and reaching...
01:34...those consumers who shop online and were not receiving our standard Valpak envelope.
01:39We decided to do a test run in downtown San Francisco.
01:42The envelope would have the Valpak brand that consumers recognize but with a new digitally focused design.
01:50The content would not be coupons but all Valpak deals in key categories like dining, entertainment, and health and beauty.
01:57We had reps hitting the streets, going door to door to businesses and doing cold calling.
02:01While they were going to the streets, at home office, we put together a new digitally focused design...
02:06...a new website, a snazzy PR campaign, and a cute little commercial.
02:12Our director of digital sales development was among the first to hit the streets and asked our GIS department for help.
02:18He needed a map that included prospects and some general data on that prospect...
02:22...like type of business and who he should be talking to.
02:25Some of the problems with a paper map for a salesperson on the street are folding and unfolding the map...
02:29...especially while juggling a phone, a briefcase, and finding out where you are and where you need to be.
02:35When you have a dot on a map for each prospect, it can become very dense very quickly...
02:40...and it's hard to decipher which dot goes where, let alone to label them legibly.
02:45Our GIS department attends the Esri User Conference each year...
02:48...and we also attended the Extend Your Reach seminar last October in Tampa.
02:52One of my coworkers, Nonie Castro, had a great idea with the ArcGIS Online app and decided to use it for this scenario.
03:01We formed a group, added our GIS Valpak trade area layer, and then the prospect data we had acquired from various sources...
03:09...like local sales reps' knowledge, the Internet, and a purchased prospect list.
03:14We color-coded businesses by type using the SIC code.
03:17When you click on a dot, metadata pulls up with information like business type, name of the business...
03:22...and the contact person at the business.
03:25The reps downloaded the apps to their iPads and Droid smartphones.
03:28They experienced no bugs and no hiccups.
03:31Reps were using this tool, and they had no GIS experience, and reported the tool was fast and really easy to use.
03:38This was a giant success for our sales force.
03:40Jim Buckley, the director of our digital sales development, said that this was a game changer.
03:45He attributed the success on this mission to our GIS department and the ArcGIS Online tool.
03:53The sales force reached their goal and did so with expedience.
03:56They said information is power, and the use of the ArcGIS Online tool, we were able to arm these reps...
04:02...with the valuable data they needed and to give them the power to stand out against their competition.
04:09I asked what would make this tool easier for a salesperson.
04:12A big request was to make notes in the metadata and to be able to export all metadata and notes to a VCF or flat file...
04:19...that could be imported into Outlook, so when they were making notes or making follow-up calls, they would all be handy.
04:26What if you could pick from your list of businesses who you wanted to make a sales call to today...
04:31...and then have ArcGIS Online create a walk route or drive path for you...
04:34...and then sync that with your GPS on your smartphone or tablet?
04:40What if ArcGIS Online user were to be alerted upon login of new updates...
04:45...like a message telling you that three new businesses were added to your metadata?
04:50The possibilities seem endless.
04:52Valpak's GIS team looks forward to Esri's new tool and how it innovates GIS products. Thank you.
ArcGIS Online Meets Couponing Magic
Shannon Reilly of Valpak shares how she used GIS to help increase sales.
- Recorded: Jul 23rd, 2012
- Runtime: 05:02
- Views: 124
- Published: Dec 18th, 2012
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