Consulting Case Study: Optimizing HelloFresh US Sales
HelloFresh US had no process to quantify the success of their direct sales events. After working with their team for 15 weeks, we designed systems that will save HelloFresh ~$2.7 Million over the next two years.
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Scope
Who we are: HelloFresh is the world leader in meal-delivery kits.
How they sell: They reach new customers through direct sales "events" with representatives tabling at gyms, malls, etc.
Does it work: Since HelloFresh expanded so quickly, they lacked the ability to measure each event's success. As a result, HelloFresh hadn't made data-informed decisions booked many "unsuccessful" events throughout the year that resulted in net revenue losses.
Challenges
System disconnect. HelloFresh had five different legacy systems tracking their CRM, incoming orders, employee timesheet sign-in/out, etc. None of these systems could interact
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Inability to link sales with cost. As a result, the systems tracking HelloFresh expenditures couldn't be directly tied with the sales they generated.
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Territory coordinators used intuition. As a result, Territory Coordinators (the teammates tasked with choosing which events HelloFresh goes to) had no previous data to determine which events to pursue. These employees had to use intuition when making decisions.
Approach
Link Systems: Generate an automatic "event ID" to ensure these five systems could communicate, generating insights HelloFresh never had before.
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Create a visual dashboard: Communicate these data insights visually to non-technical employees by creating an easy-to-read dashboard.
Results
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We uncovered $1.5 Million HelloFresh spent on events that they considered "unsuccessful," generating close to zero sales
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Moving forward, HelloFresh can use strategy and data to shape their decision making process
1st Prize Winning Poster
