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BRITISH AMERICAN TOBACCO LTD: ACHIEVES FIELD SALES SUPPORT AUTOMATION WITH MPRINT

British American Tobacco UK Ltd (BAT UK), part of British American Tobacco plc (the world's second largest quoted tobacco group) introduced a customer relationship management system (CRM) to help grow its market share. Supported by Brother's Bluetooth mobile printer, MPrint, the company has increased its productivity, reduced costs and administration time.

 

 

The Customer
British American Tobacco UK Ltd (BAT UK) is part of British American Tobacco plc - the world's secind largest quoted tobacco group.
The Challenge

To find a lightweight and durable machine that would allow their trade marketing field sales representatives to print on the move

The Solution
Kitting out their team of representatives with Brother’s Bluetooth mobile printer, MPrint
The Benefit
A compact, lightweight device that has the durability to cope with daily usage. It helped the sales representatives work more efficiently and meant that they could provide a higher quality of service
The Conclusion
We chose Brother's MW-140 MPrint because it was the only device that met all of our selection criteria.
Case study explain

The Challenge

BAT UK's trade marketing field sales representives hold car stock to replenish ad hoc retailers who are out of product, ensuring full availability and visibility of BAT UK brands.

The company had a manual paper besad process to manage its car stock process. This was time consuming for the representativesas they had to replicate information, such as outlet name and address, on papre forms. In addition, they were required to manually record what they had sold and calculate costs, as well as maintain paper records and aggregate them for tracking and audit purpose. This meant the hours were clocked-up with administration, leaving little time for targeting new business.

The Solution

Shane Clarke, Head of CRM at BAT UK explains: As a successful business we are always looking for ways to help us improve our efficiency and quality of service. We identified that more and more time was being spent on administration and the system was open to human error. As we experienced more problems we looked for solutions.
We decided to automate the car stock process via CRM. However, it was still critical to give the retailer a hard copy of invoices and credit notes for their records. This is where Brother came in. The MPrint machine has allowed us to make the automation of our car stock process a reality by enabling our representatives to print whilst on the move.

The Benefit

By introducing CRM system and equipping our field sales force with the technology they needed, we have been able to improve efficiency through reducing representative and office administration.
The MPrint is a pocket sized thermal printer that contains its own A7 paper supply and an infrared connection allows cable-free printing, bringing true mobile printing to sales staff using PDAs and laptops.

The Conclusion

Now kitted out with Brother's MPrint device, the field sales representatives can print key customer documents without leaving the customer's side.
Shane Clarke Head of CRM at BAT UK explains: We chose Brother's MW-140BT MPrint because it was the only device that met all of our selection criteria. Our field-based staff required a compact lightweight device, with the durability to cope with daily usage. It was simple to use with minimal training required and proved extremely reliable in our initial pilot. Other factors such as Bluetooth, battery life and competitive cost made the decision to choose Brother easy!

 

To see updated version of this case study click the link below...

 

http://www.brothersupplies.co.uk/display.cfm?id=124132&isAdmin=1

 

 

 

The Solution

MPrint MW-140BT

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