CRM and ecommerce platform to cook up customer growth for Pastabilities

Sydney-based pasta brand shares how its investment into a new CRM platform and ecommerce capabilities are helping drive operational efficiency and customer growth

Pastabilities product range
Pastabilities product range

Investment into a home-grown CRM platform and ecommerce portal is helping making it easier for customers to cook up new orders with Australian pasta brand, Pastabilities.

The 20 year-old Sydney-based SMB was struggling to manage exponential growth in customer orders and intelligence prior to the decision to rollout a CRM platform, its director, Luciano Schettini, told CMO. The business serves four categories of clientele: Food service, fine food stores, supermarkets and retail.

“With such a large and expanding customer base and the dynamic and diverse nature of each market we operate in, it has been very challenging for us to organise essential customer information,” Schettini said.

“We were doing things in a typical SMB way – it was disorganised, and while we had MYOB in place for accounting, and some information there, that didn’t give us anything back.”

The catalyst for seeking a fresh technology solution was the appointment of a new sales manager from a larger company with more experience in CRM, who required quick and easy access to customer information, Schettini explained.

“Samantha [Peters, sales and marketing manager] was spending a lot of time trying to gather information as opposed to meeting customers, finding new ones and improving relationships,” he said. “This frees her up to spend more time as a sales manager, growing the business.”

Pastabilities opted for a platform from Australian software provider, Tall Emu. The solution includes CRM along with a fully integrated ecommerce website, both of which are linked to Pastabilities’ MYOB accounting system. This provides immediate access to all customer data including order history, product preferences and contact information.

Schettini said the technology will not only allow Pastabilities to provide a more personal and efficient service, but also target customers with special offers and new products they are likely to be interested in. Integrating data sources into one platform has already created huge operational efficiencies for sales staff, giving them the information they need at their fingertips.

On the ecommerce front, retail customers can now order Pastabilties’ range of pasta products, including fresh flat pasta, ravioli, gnocchi, lasagne, pasta sauces and pestos, online. The digital offering will be rolled out to delis and restaurants shortly.

Schettini also flagged plans to have different price platforms for all customers embedded into the system, along with the right shipping details and pricing based on their location.

Schettini said he chose Tall Emu because of the affordability of the technology, as well as the company’s ability to customise the platform to suit his needs.

“There aren’t that many companies that deal with pasta makers so we needed them to listen and to allow their program to be tailored to what we needed,” he said. “It’s also about human relationships – they are helping us grow our business and are a partner.”

CRM hasn’t proven a simple and easy fix, however. The work was initially expected to take six months, but Schettini said the project had extended out to a year, as the two companies found it necessary to tweak the software functionality to suit Pastabilities’ unique business and customer base.

But Schettini is convinced of the long-term benefits. And while it’s early days, Pastabilities has further plans for the software. These include integrating the Tall Emu CRM system with its existing phone system to enable sales staff to recognise callers and immediately have all customer information and order history in front of them. In addition, Schettini wants to have the CRM program automatically generate packing slips for each order.

The ultimate measure of the technology investment will be growth through retail, which has been a small percentage of Pastabilities’ business to date, Schettini said.

“We are anticipating significant growth through Web orders, email marketing and an altogether more efficiently run business,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in