McCain
Enabling clients to meet business demand
Overview
McCain is driven by a mission to bring joy and variety to meals through their products. To support businesses in becoming more efficient and cost-effective, MadeByPi and McCain sought to demonstrate how these products could be effectively used to create menu inspiration for the Food Service sector.
Discover Learning about user behaviour
The MadeByPi research and UX teams immersed themselves in McCain's B2B operations by shadowing their sales teams during meetings with a variety of customers across various sectors. These sessions uncovered a wide range of customer needs and challenges, providing valuable insights that played a crucial role in developing solutions tailored to their diverse requirements.
Create Empowering McCain's sales teams to deliver
Following extensive prototyping and testing, we collectively determined that the solution needed two primary components. The first was an interactive sales presentation tool designed to help sales representatives efficiently capture a business's goals, frustrations, and current product usage.
The second component was a dynamic knowledge center that guided customers toward recommended products and showcased the benefits of tailored menu configurations, such as streamlined cooking times or enhanced menu variety.
These personalised recommendations were shared digitally with the customer, serving as a valuable reference point in follow-up discussions. This approach not only improved engagement but also drove higher conversion rates and facilitated upselling opportunities with existing clients.
Refine
Awarding winning digital product
The new centrally managed sales tool ensured that McCain’s sales team deliveried consistent brand and product messaging across all customer interactions. This unified approach contributed to measurable successes, including increased new business acquisition, higher average order values, and a significant reduction in collateral printing costs.
The app was so well received that it won the Best Mobile/Tablet B2B App at the Marketing on Mobile Awards (MOMAs) and was shortlisted for both the Prolific North Awards and the DADIs, showing just how impactful and innovative it was in driving success.
The app is already proving to be a great success with the sales team, streamlining all of the collateral created for them in a really simple, easy to use platform. And not only that, customers love it too. The app is so visual and intuitive, it makes for a great experience for sales reps and customers alike
Catherine Rigg, McCain Foodservice - Senior Category Manager
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