We are proud to announce Trelleborg Printing Solutions has successfully implemented their global omnichannel marketing with MobileBridge. Alessandra Bungaro, Communications Manager at Trelleborg Printing Solutions, tells us the story.
What does Trelleborg do?
Overview of Trelleborg:
Trelleborg is a world leader in engineered polymer solutions with an HQ in Sweden. Within the five business areas of the company, Alessandra works for the printing solutions’ operations in Italy. The core capability of the printing solutions is the engineered polymer-based products which are used with printing applications. Newspapers, commercial catalogs/brochures, packaging, like an image on a soda can or a label on a perfume, are a few examples of how the polymer applications work. According to Alessandra, in most countries, the business is done via a network of dealers.
The most difficult problem Trelleborg
was how to engage the printer directly.
Normally, the dealer communicates directly with the printer. Therefore, Trelleborg usually is left out of the communication between the dealer and the printer, unless a claim is delegated.
However, in co-marketing with the dealer, Trelleborg wanted to support the dealer with better communication tools for engaging the printer. As a result, Trelleborg rolled out a new global digital transformation by refreshing their website, social media and rolled out a new app.
First, Trelleborg’s new app integrated the MobileBridge platform. Additionally, MobileBridge partner, GetConnected, built the actual app while MobileBridge provided push, inbox notifications and proximity marketing capabilities including beacons and GPS. The app also included augmented reality (AR) features. The AR tapped into the camera of the phone. When an end-user turns on the camera and connected the camera to a specific product label, a datasheet of this product would pop up.
Additionally, the app provided location services, maintenance for devices, printers and communication. As a communication tool between sellers (dealers) and printers, the app offered a “dealer locator” feature where printers could find out where the nearest distributors were via GPS maps configuration. Complementing the dealer locator feature, the app had a product configurator showing the most suitable products & applications for that specific printers’ needs. Specifically, dealers could see the printers’ criteria and profile information which would suggest the right product fit. Therefore, dealers could approach those targeted printers with more details of what they need. The Sales team also used a calendar function to book appointments with the printers.
Trelleborg also attended the Drupal event. They knew they had to make their presence really count. They attended the event without a booth. However, they booked a meeting room within the official hotel of the tradeshow. Trelleborg sent friendly reminders through push notifications to printers via beacons. For example, a push notification reminded users where Trelleborg’s location is. Within the MobileBridge beacon manager, the Trelleborg team could analyze footfall traffic. Therefore, the MobileBridge Analytics tracked the visitor’s dwell time, enter and exit behavior and what notifications triggered in a beacon zone.
Trelleborg’s Plan for 2017
For the future, Trelleborg wants to better engage end-users, better segment country/location targets and create better overall customer journeys through multi-channels. They also want to continue fueling their global digital marketing approach through social selling and better convert any kind of social behavior into a lead, prospect than a sale. Specifically, they plan to optimize different pillars within social, web, app and also continue to localize the respective markets.