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Brand iQ speeds sales in fast moving world of pop-up retail
Brand iQ is a specialist division within QIC’s real estate division – QICGRE. With responsibilities throughout the Australian portfolio of shopping and lifestyle destinations such as Canberra Centre in the ACT and Robina Town Centre in Queensland, the Brand iQ team provides a platform for brands to engage with their audiences beyond the confines of a traditional shop. This includes leasing spaces for pop-up retail and brand activations.
Rebecca Aichholzer, Head of Business Systems Success at QIC, said the short-term leases create a diverse range of opportunities for brands throughout the shopping centre environment.
“Our challenge is to provide a differentiated service from a traditional leasing team, and facilitate bespoke experiences in the shopping centre environment. It’s an ever-evolving role that requires us to be flexible, nimble and efficient – and Salesforce helps us achieve this,” said Aichholzer.
Meeting the challenges of a dynamic industry
With business moving faster than ever, it’s not uncommon for Brand iQ to get a call from a brand or retailer who wants to occupy a space the next day. Salesforce helps make that possible, where in the past it had been a struggle. Brand iQ’s previous booking system was basic, and involved the team entering booking details into the system and then separately creating a contract. All contracts would be reviewed by Aichholzer before being sent to the customer.
“I had a team of 22 people creating new contracts daily and I had to check every single one to make sure it was correct and legally binding. Most of the time things were fine, but the process was manual and there was always a chance that something could be mistyped or deleted. I was desperate for a better solution,” said Aichholzer.
Turning to Salesforce, the brand found a way to speed up the booking process, minimise risk of error and ultimately transform the way it sells. Reps no longer need to create contracts manually. They make the booking right in Sales Cloud, using a pick list to select any special conditions. They then generate the contract automatically using Conga Composer and send it out for signature using DocuSign.
Aichholzer said she only needs to review contracts with special conditions that deviate from the pre-defined list – usually one or two each week compared to around 45 contracts per week before the project. “By using Salesforce, we can create a booking and send out a contract in minutes and most are fully executed within 24 hours. This means retailers can start trading in just one day as opposed to seven.”
Increasing intelligence and efficiencies
Using Salesforce, Brand iQ now also has a single source of truth with data about its leads, customers and retail sites all in one place. Sales reps and managers can analyse where leads are coming from and what helps drive conversion. They can also easily view and update site details, and create site information packs for customers at the click of a button.
“The sales team has the information they need for each stage of the sales cycle and processes and dashboards that help them work more efficiently. It’s helped us increase the occupancy rates of our sites by around 3% per year, while halving the number of people that touch each booking,” said Aichholzer.
Additional time savings have been achieved by using Salesforce to streamline invoicing, reporting, and third-party contract management and billing. Some of the most substantial savings include around 1,000 hours saved per year by replacing an arrears management report produced daily with an automated dashboard. A further 800 hours have been saved per year by reducing the time involved in creating, approving and issuing invoices.
Creating a culture of learning and success
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