“Approaching the market with paper lists and catalogues causes delays and it’s very hard to synchronize, with all the back and forth causing confusion for the client.” By contrast, the app is instant and up to date with the correct prices. “Plus, it provides more information for the client and distributors, including the drawings, technical specifications and details about each product,” says Lucchetta. “And they can download the datasheet with everything on it.” Tere’s even the possibility of
working on a kitchen project with the client, going through everything they need, from big appliances such as ovens, blast chillers and dishwashers, to grids, trays and containers. “It can be tailored to exact requirements,” he adds. “Percentage discounts can then be applied, and the final PDF can have the client’s (and Mareno’s) logos.” Te app also collates useful
data on partners’/distributors’ requirements around the world. “In Saudi Arabia, for example, they tend to buy standard products in bulk, whereas here in Italy they can be picky with the style and shape of the machines,” says Lucchetta. “And some want a general figure at the end, while others want a detailed breakdown of costs.” Tis data is valuable for
both marketing and statistical
is also connected to Mareno’s SAP software, used to track all orders and everything inside the company,” says Rui. “So, order information can be sent and processed through the system back in the headquarters.”
THESE VIDEOS ARE INVALUABLE TOOLS BECAUSE THEY IMPART FURTHER KNOWLEDGE
FOR US H uw Davies, Malcolm Morris, Grande Cuisine
purposes, insists Rui. “You can see which products are selling more in certain areas.” And the process doesn’t end
there. If the Mareno teams see the client needs something else on site, or if an item needs updating, in a click they can explain the details of the new products, show prices, make an offer and sign contracts quickly. Previously, cost sheets had to
be printed out regularly. “But then, during Covid, we didn’t print at all and the product information was constantly updating, while the material costs were sky high, so in that period our clients learned to use the digital version of the price list in a PDF file. Ten we created the app, as there are more than 4,000 articles in our price list,” says Lucchetta. All the app product/offer
details can even be shared with the client through a free login, although not the prices, so the distributors can sort out the discounts. “Te app
Thorough training At the same time, Mareno is offering the training center platform for technicians and clients all over the world. Te useful installation and
troubleshooting videos cover all types of appliances across refrigeration, dishwashing, the world of ovens, and the most popular horizontal cooking equipment. Some also zoom in on specific products like a special model of electric fryer. “Tese videos are invaluable
tools because they impart further knowledge for us as a business and we can invite our dealers to join us online,” enthuses Malcolm Morris, South UK area sales manager at Grande Cuisine, Mareno's UK agents. Mareno has already been
offering in-person training sessions in Italy and more recently, during Covid, webinars too. “But these are on a particular day and time, which is not always convenient, and we can’t make hundreds of them. So, we created the training center with video tutorials in five languages that can be viewed live or watched in digestible chunks when the client/ technician wants,” explains Patrick Capovilla, customer service manager at Mareno, in charge of the training center. Viewers of the live version can
send comments and interact with others instantly, and if they’re watching it in their own time, they can write a message to the Mareno team who will respond within hours. “We can also take relevant bits from the presentations and share them
Aliworld 79
Left: Malcolm Morris, South UK area sales manager at Grande Cuisine
with clients,” adds Morris. “It’s an important bridge
for us with our clients/ partners, especially those outside Europe who we see infrequently,” says Capovilla. Te plan is to add more tutorial videos to the platform for small maintenance activities, as well as technical manuals and “training documents for the sales departments on product features, so they can better explain them to clients, giving them, in turn, a greater understanding and appreciation of our quality products,” concludes Capovilla.
BRAND WATCH 1922
Mareno celebrated its 100th anniversary in 2022
1996 100%
mareno.it
Scan QR code for further information
The company joined the Ali Group 28 years ago
Mareno products are entirely manufactured in Italy
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