On the 23rd of September the first SPCC SALES 2.0. meeting was held. The event that took place at Radisson Blu Centrum Hotel in Warsaw, arouses great interest among the SPCC Members.

In the contemporary economy, strong competition between companies requires active actions from the retail sector, aimed at fulfilling clients' requirements in all sales channels available – both stationary, as well as mobile and online ones. Understanding the sources of the choices on the basis of which clients buy products is a key challenge to contemporary retail chains.

According to KPMG report “ Consumers & Convergence” which was presented during the meeting, in 2010 there were just 3% of Internet users in Poland, whereas in 2014 as much as 17%. KPMG analysis predicts that in 2020 as much as 50% of the population will use the Internet on an everyday basis.

Examples of effective actions aimed at acquiring a client in the context of buyers' changing expectations and models of modern, effective tools which support these actions were presented, on the basis of the experience gained by Electrolux, by Joanna Grzesiuk, Digital Manager. She emphasised that the research conducted by Electrolux suggests that 61% of persons who buy equipment from the company's offer take advantage of information, opinions and specifications found online. Consequently, what is particularly important is standardised and consistent offer aimed at clients who use various sales channels (desktop, mobile devices, shop) and information. In this context, what is equally important to a company is to have its own "landing page" which shows products in an interesting context (e.g. recipes and cooking competitions, own photos, etc.), as well as good cooperation with independent bloggers and equipment testers. Joanna Grzesiuk also emphasised the need for convergence with price comparison applications and shopping portals.

Mobile applications currently seem to be a good tool for building the brand's positive image and establishing long-standing contacts with clients, which constitutes a natural objective of companies' activity. Joanna Wendorff, a Business Solution Manager of COMARCH, a consultancy, discussed the process of building loyalty strategies on the basis of mobile technologies. She pointed out that thanks to a mobile loyalty platform which  Comarch has developed specially for British Heathrow airport, the number of transactions registered there increased by 27 %.

We would like to thank our guest for participating in this event. We hope you felt inspired and gained some new knowledge & experience as well as a lot of new business contacts.

Special thank you goes to the Partners of the event:



Presentations are available on the links below:

1. KPMG Consumers &  Convergence  Report
Małgorzata Kowalczyk, Management Consulting Manager, KPMG in Poland

2. Omnichannel approach @ Electrolux Poland
Joanna Grzesiuk, Digital Manager,  Electrolux Poland

3. How the right loyalty strategy based on advanced IT tools can increase customer engagement & drive higher sales. 
Joanna Wendorff, Business Solution Manager CRM&Marketing, Comarch S.A.

4. Customer Engagement – how to make your Customers love your brand even more
Maciej Żylewicz, Coach & Business Consultant, Piasecka&Żylewicz