Challenge - Create Demand in a Low Margin Market

Yantra (now a part of Sterling Commerce) had developed highly sophisticated order management solutions that greatly enhance the efficiency, visibility and flexibility of retail distribution and fulfillment supply chains. In the slim profit-margin world of retail, they needed a powerful way to drive awareness, communicate value and stimulate demand for their unique solutions within the fiercely competitive world of retail. Yantra turned to Vovéo after hearing of our prior successes in the supply chain solution marketplace

Solution - Comprehensive Demand Creation and Brand Awareness

Building on a long history of working with top-tier supply chain solution providers, Vovéo began an intensive study of the market forces and challenges facing retailers. Working closely with Yantra’s executive and marketing team, we developed an overarching campaign theme, “Retail Reinvented”, designed to inspire retailers to reach for the next level in customer satisfaction and efficiency – and thereby to win or strengthen the fiercely contested loyalty of their customers – a critical ingredient to success in the world of retail.

We crafted a multi-pronged, closed-loop approach incorporating multiple touchpoints – direct dimensional mailings, electronic communications, an interactive self-qualification tool, and telephone-based follow-up to prospects. Recognizing the critical nature of a fresh, validated prospect list, Vovéo assisted Yantra with identification of its top target prospects, and called each company to personally obtain fresh, accurate contact names and titles. We strove to enhance Yantra’s thought-leadership status by incorporating a Yantra-branded white paper – which would be crafted from the intelligence gathered through the campaign, and re-purposed as a powerful follow-up communication tool.

We also recognized the opportunity to leverage our efforts to coincide with the annual National Retail Federation (NRF) convention, and provided custom outreach efforts focused on setting up demo appointments for Yantra with key prospects, while both were onsite at the NRF meeting.

Results - Appointments and Qualified Leads

With the campaign generating extremely high rates of appointments and qualified leads, and unprecedented market awareness for Yantra, Vovéo’s integrated campaigns led to a successful three-year ongoing relationship in which Vovéo served as Yantra’s primary marketing agency for all sales development programs…finally culminating in Yantra’s acquisition by Sterling Commerce, a premier provider of multi-channel selling and fulfillment and payments management solutions, among others, who counts 95% of the Fortune 100 as customers.