How to Leverage Your Order Entry App to Increase Order Size

Sarah Leung
April 15, 2015

For over a decade, Australian toy manufacturer and distributor Childsmart has been bringing a wide range of children’s toys to major retailers, boutiques, and independent toy stores across Australia and New Zealand. They currently work with many global brands in the infant, toddler, and preschool toy and nursery markets, including Mamas and Papas, Crocodile Creek, and Brio, as well as nearly 1000 authorized retailers. Up until they adopted sales order management software a year ago, the company was still writing orders on paper. Sales reps would fax orders back to the head office, where they’d be manually entered into their system. For Mary Licandro, Childsmart’s Inventory Manager, the entire process needed a major upgrade. Having worked for some of the world’s largest retailers, Licandro knew that there had to be a more efficient way for their sales reps to access information, make more sales, and get orders to the back office. A trade show in New York led the organization to sales order management software, and since then, they’ve seen a marked increase in their business at trade shows, as well as a 20% increase in their average order size. Recently, Licandro sat down with us to explain how the company was able to use sales order management software to achieve that growth.

4 Ways Childsmart Used Their Order Entry App to Increase Order Size

1. Harnessing the Power of Digital Product Images

Though it may not be readily obvious, Licandro cites this as the number one reason why Childsmart reps are able to write bigger orders with order management software. With all of their high-resolution images stored in a digital catalog, the company is able to showcase products in a more organized, detailed, and visual way than ever before. “In the past, we might have had nine different rocking horses in our catalog, but you wouldn’t really be able to see the differences between them,” says Licandro. “Obviously, sales reps can’t carry samples of every product, but we’ve found that when buyers are able to quickly see all the products and images in one digital interface, they tend to add more products to their order.”

2. Consolidating Multiple Brands Into One Interface

Before getting started with sales order management software, sales reps were slowed down by paper catalogs and price sheets, and they might not have had the time to discuss new brands and products outside of their customer’s usual order. Today, having all their brands in one mobile interface has been invaluable, speeding up store visits and enabling sales reps to seamlessly move between brands as well as introduce new lines to their customers.

3. Giving Sales Reps Better Information Access

It was once extremely difficult for Childsmart to disseminate new product information to their sales reps, as well as for reps to gain access to important information during a store visit. To give their sales reps updated information on stock that was no longer available or new products they were adding to a line, Childsmart would have to send it out via email. Whether or not every sales rep saw or acknowledged the message often remained a mystery. Likewise, when a sales rep needed critical information (stock availability, for instance) while in the middle of a sale, they’d have to call the back office, cutting into their precious time with retailers. With order management software, that information is at their fingertips during every sales conversation. No Childsmart sales rep will ever lose a sale due to an outdated product catalog or unknown inventory numbers. “It’s been a real boon for our road reps, not just as an ordering tool but also as a reference tool,” says Licandro. “Everyone’s on the same page now. They know they have everything they need to answer their customers’ questions.”

4. Bringing a More Flexible, Strategic Approach to the Sales Process

Because Childsmart’s sales reps are no longer limited to what they can write down on a paper order form, they have become more flexible and adaptive with their sales strategy. For Licandro, “the ability to discount certain lines, add certain lines for free, and manipulate things that you can’t do on paper” has been a huge advantage when it comes to increasing order value. Another tactic they’re now taking advantage of is pre-ordering. As soon as they know a particular product will be coming from their manufacturers, they can just add it to the catalog, and sell units ahead of their arrival. For Childsmart, the impact of sales order management software is being felt across the entire organization––at trade shows, store visits, and in the back office. Orders are captured and processed instantaneously, and the technology is simple and intuitive enough for anyone across the organization to use. According to Licandro, “You don’t know what you need until you see it. With the efficiency and expediency of the process, we can talk to so many more customers. Thanks to [sales order management software], we’re writing an insane amount of orders, and the fact that those orders can be written and shipped out that day is a huge win for us.” Questions about order management software or experiences of your own to share? Let us know in the comments below!