Marketing Intelligence

Salone del Mobile, Milan. Edition 2019. Poliform – the Brianza furnishing and design company – wanted a technological solution to access in the private area of its booth. We developed a web-based application, capable of managing and tracking:
  • Registrations
  • Visits to the booth on different days and hours
Sales reps received an SMS notification every time a customer checked in at the booth.
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PERSONAL CODE

Each customer had a personal company code, which they had received

  • in the form of a card
  • in the form of a newsletter
  • in the form of a ticket to be saved to the wallet of their smartphone

Poliform was able to send digital messages in a timely fashion to great effect. A structured but flexible system, that was able to adapt to various situations:

  • didn’t the user have his code with him? A digital registration form made it possible to recover it online
  • had the visitor brought along other potential customers? An integrative system produced a reference code to enable Poliform reps to follow-up with a sales call after the event

By creating a database of contacts segmented by sales rep, region and strategic importance and by organising the data using filters, graphs and spreadsheets, Poliform can now rely on a marketing analysis tool capable of improving the planning of next edition of Salone del Mobile!