Gresham set out to become a major player in the fashion ticketing industry by building a business that would be attractive to a major international player. When they were acquired by SML, that ambition was realised. It was a six year project, and we were part of it from beginning to end.
| Format: | Hard disk, CD-ROM and memory stick |
| Primary Use: | Customer presentation |
| Secondary Uses: |
Sales demonstration system |
| Client-editable: |
Data can be customised to suit individual target customer |
| Remote update: | Yes |
| Internet communication: | Yes, for presentation sharing and remote updates |
| What we did |
Video shoot |
When we first started working with Gresham, back in 1998, they were making a great job of printing tickets for the retail fashion industry. It was a marketplace dominated by companies claiming excellent service, first-class design and unmatched print quality. Unfortunately they were all selling to retailers who didn't care much about any of these things. The cardboard swing ticket is going to be thrown away - how much quality is needed? The only time retailers noticed the tickets was when they didn't arrive on time, or were incorrect.
When that happened the supply chain stalled. And that cost millions.
Gresham had developed a management application that gave them a definable edge over every competitor. It placed ticketing control in the hands of the garment manufacturer, and reduced errors by more than 90%. It took millions of pounds' worth of cost out of the supply chain and put the right ticket in the right place at the right time.
So this is the aspect we focused on in the presentations. We called it Gresham Reactor and it quickly became the industry benchmark.
But how do you demonstrate a complex Web-based application anywhere in the world? We re-created a fully working model of the Reactor system that could be called up from inside the presentation. Before making a pitch, Gresham would load this demo with example tickets and dummy orders relating to the retailer to whom they were presenting. Now they could make their presentation and slip seamlessly into a customised, completely personal demonstration of how it would all work.
Gresham gained market share as a result of a single-focus marketing strategy that took them into areas where their competition couldn't follow. By demonstrating clearly how their USP delivered bottom line benefit to their customers, these presentations swept the board.