How one company used an iPad app to transform its sales’ operations and teams

iPad in BusinessRed Bull and the Morpheus Sales Force Automation app

As a creative and forward-thinking energy drinks company, Red Bull ZA constantly looks for ways to innovate and give further fl ight to their business.They understand the importance of constantly evolving their business to remain ahead of their competitors, and technology has been identifi ed as a key driver and di∂ erentiator behind this process.

Towards the end of 2012, Red Bull ZA discovered the need to improve their bottom-line sales, and optimise their call cycles, which is the time sales representatives spend in the fi eld visiting their retail clients to check on each outlet’s performance and product displays.

The company embarked on a journey that would transform not only its sales operations, but other

areas of the business too. They partnered with Morpheus Commerce, a software development company specialising in mobile platforms, to assess how to be more productive using technology.

With a keen awareness of the power of iPad in business, they decided to use the advanced software platform developed by Morpheus Commerce, specifi cally for iPad. Morpheus designed the Sales Force Automation (SFA) app, allowing Red Bull ZA to better plan their sales visits, easily assess and report on individual retail outlets, and access product and marketing information on the go. With the implementation of this project, Red Bull ZA has seen an improved and more e∑ cient sales team.

“Without iPad and Morpheus on this project, I don’t think we would have come close to the results we have seen in the marketplace.” Louis Opperman, general manager, Red Bull ZA

“iPad and Morpheus enable more productivity with a much faster user interface design, which means that you have got more time in trade to really do your job.”

Grant St Clair, business development, Morpheus Commerce

Company Snapshot

The App

• Red Bull was founded in the 1980s in Austria• Red Bull is available in over 166 countries

worldwide • Red Bull ZA launched in South Africa in 1998• 3 major product lines: Red Bull Energy Drink,

Red Bull Sugarfree, Red Bull Editions• 115 employees in South Africa• 17 000 sales outlets in South Africa • Morpheus Commerce Sales Force Automation

app was piloted in November 2013 and implemented in January 2014

• 39 employees are currently using the app

• Call-cycle planning allows for mapping and route optimisation, e∑ cient planning of visits, detailed recording of customers visited and calendar management.

• “Free form” audit setup allows users to create and conduct store audits, track daily tasks and record key market information in store.

• Up-to-date and realtime content management and sharing is available and specifi c to individual customers.

• High-resolution product catalogue and ordering functionality.

“Innovation is a big part of the brand. “

Louis Opperman, general manager, Red Bull ZA

“As a forward -thinking company, Red Bull had a need to be innovative and at the cutting edge of technology, to enable their sales force within trade.”

Grant St Clair, business development, Morpheus Commerce

““It was a clear way that we could di∂ erentiate from our competitors.”

Louis Opperman, general manager, Red Bull ZA

• On-device reporting of key insights and business intelligence allows for the identifi cation of profi table opportunities.

• Oπ ine functionality allows the user to operate in zero connectivity areas.

• Fast and intuitive user interface, enabling productivity in store.

• Modular apps allow for a customised setup on the iPad.

• Support is available directly from the iPad.

The Morpheus Commerce Sales Force Automation (SFA) app was developed specifi cally for iPad with the latest technology and coding to service enterprise-level clients with their own sales teams such as Red Bull ZA. Morpheus opted for iOS as they wanted an intuitive user interface and a robust and reliable platform.

The main objective of the application is to provide an advanced level of real-time business reporting and data on iPad that not only eliminates ine∑ cient business process, but empowers sales teams to drive insights into action. For Red Bull ZA, the app has revolutionised and optimised their call-cycle process in trade. The features include:

Transforming Sales

By implementing iPad and the Morpheus SFA app, Red Bull ZA has developed best practice in their planning, execution and reporting processes. They have also been recognised on a global scale, and in 2013, the Red Bull ZA trade marketing team received the Red Bull Innovation Award. With the access to immediate reporting tools and real-time information, they can now drive product and marketing compliance in their stores, and to maximise on opportunities in trade on a daily basis. Previously, a set of data took two to three weeks to analyse, but by eliminating a set of manual processes, this can now be done in a day, allowing Red Bull ZA to be far more responsive in the marketplace.

Through iPad and the Morpheus SFA app, Red Bull ZA can now identify gaps in communication and content and ensure that their sales teams are given the right support to be professional and productive in stores. Aside from having all the right information at their fi ngertips, through iPad’s intuitive and easy-to-use interface, sales teams can also complete complex tasks in a fraction of the time that it once took them.

“Morpheus Commerce is really founded on the principle of understanding business needs. What we were looking for was a stable environment that was very intuitive and could operate fast, and the iPad ticked all those boxes.”

Grant St Clair, business development, Morpheus Commerce

“What iPad and Morpheus Commerce were able to bring was e∑ ciency, the ability to plan properly and to be strategic, and to focus on the channels and avenues where we need to focus.”

Dieter Snyman, national fi eld sales manager, Red Bull ZA

By saving time, Morpheus has allowed the Red Bull ZA sales teams to focus more on providing a better level of customer service. With the ability to complete on-the-spot sales orders with a visual aid, teams are now equipped with a more e∑ cient process to drive sales with their customers.

With the extensive planning and management tools available on the app, the sales teams have more discipline and higher performance rates. Managers are now able to monitor call cycle planning and execution rates in the outlets they visit, and immediately identify gaps.

Since the introduction of iPad and the Morpheus Commerce SFA app, Red Bull ZA has also identifi ed a 25% - 30% di∂ erence in execution level between their own sales teams and their external sales teams. This shows a direct impact on performance with the use of the app. These are all key factors in driving sales across the Red Bull ZA business.

Setting the Standard with iPad/ Driving Growth/ Staying Ahead of the Competition

With the diverse quality and e∑ ciency improvements, the Morpheus SFA iPad app has helped Red Bull ZA save time, increase productivity and expand its scope of operations in a highly competitive market. Given the indispensable role that iPad now plays, it’s no surprise that Red Bull ZA is expanding the project to other areas of the business.

“I am now able to drive the e∑ ciencies and the business more strategically, drive my team members better, and provide them with factual data that leads to a lot more time saved.”

Dieter Snyman, national fi eld sales manager, Red Bull ZA

“We have reached a point in business where technology just can’t be ignored. And what iPad does in business to enable productivity and e∑ ciency, also can’t be ignored.”

Grant St Clair, business development, Morpheus Commerce

As Red Bull ZA continues to dominate the energy-drinks market, the iPad and Morpheus SFA app provides them with the tools to do things they never imagined were possible, and set the standard on a global scale.