Background
Computacenter is Europe's leading independent provider of IT infrastructures. The history of their success is sourcing excellent IT hardware and software services coupled with understanding the customer's needs, frustrations and challenges. Working with all their major product manufacturer's, Computacenter regularly compile a league of best-in-class products. Our brief was to produce a brochure which would be mailed monthly showing a range of offers including the latest 'recommended' products.
Objectives
1. To drive direct sales of Computacenter recommended products
2. To facilitate a simple off-the-page sell of IT products and services
3. To provide up-sell and cross-sell opportunites
Solution
Over a period of 3 years we created what has eventually become a 48-page monthly product guide for Computacenter Direct. The content is very much product and price focused as this was to be used as a tool to drive direct sales. Products are presented in such a way to focus on key benefit statements, together with product-attach opportunities that help customers buy more useful solutions and build margin for Computacenter. The product guide also pays close attention to layout and colour to ensure key deals leap off the page.
Results
A carefully targeted, monthly product guide which is estimated to account for 42% of incoming call traffic.
