Bluetrail Delivers Energised Consumer Feedback To Red Bull
Leading energy drinks manufacturer, Red Bull, has linked up with mobile technology specialists, BlueTrail, to develop an innovative bespoke Pocket PC application to increase the efficiency of the feedback received from the company’s national network of energy teams. (The role of Red Bull’s energy teams is to communicate the benefits and effects of the product directly to the consumer).
Armed with the BlueTrail ‘Energiser’, Red Bull’s energy teams are now able to target consumers across the UK and transmit their responses instantly from the field to Red Bull’s central London head office, without ever having to put pen to paper, or hunting down a fax machine.
Red Bull says the technology has revolutionised the way in which the teams work. Using their Pocket PC’s the energy teams are able to record consumers’ responses and then upload the information, via wireless, directly to a Red Bull web site, hosted by BlueTrail.
David
Lourie, Head of Consumer Collection, at Red Bull says of the system, “The role
of the energy team manager has completely changed since we’ve been working with
BlueTrail. Previously the role was very admin focused and consisted mainly of
collating faxed responses and chasing information. As the system is truly
mobile the information and trend analysis is available instantly and can be
accessed by managers across the organisation which is a major advantage.”
Since the initial development of the system, BlueTrail has been working with Red Bull to extend its capabilities. The recent availability of devices with integrated digital cameras has enabled the energy teams to send up photographs as well as data. Initial reactions to the camera facility have been very favourable, as David Lourie says, “The digital cameras have been a great success and plans are in place to roll out their use across our teams in the next few months. The energy teams have always been asked to produce photographic diaries, but the ability to capture them on the hand held device enables the images to be used in the galleries on our web site and for marketing purposes at a fraction of the cost of conventional photography.”
A key element of the system’s success is the vast array of standardised management reports the system produces automatically. As David Lourie says, “Without giving too much away, the level of information we have at our fingertips from the standard management reports created by the system is amazing. As the reports are compiled from up-to-the-minute research it has proved a huge asset in developing and fine-tuning our marketing and sales strategies. In addition, the housekeeping functions the system undertakes, such as expenses and time sheets, have alleviated many an administrative headache.”
Bob Flynn, managing director of BlueTrail, is justifiably pleased with how the technology has changed the way in which Red Bull operates. As he says, “It was a perfect match right from the outset as the use of leading edge technology is appropriate for a lifestyle brand targeting young consumers. Without doubt the use of PDAs at Red Bull reinforces the company’s image of being a young and exciting brand.”
Flynn goes on to say: “One of the most exciting aspects of this project is that it employs technology that forms part of young people’s everyday lives, and at the same time, is very affordable. The latest Pocket PCs provide real computing power and combined with data technologies now available on most mobile phones the system enables the energy teams to communicate with head office at any time and from anywhere in the UK.”
Technical Details: BlueTrail built the system using Lotus Domino, with CommonTime's mForms. The 120 energisers are equipped with Orange SPV M1000 Pocket PCs. The system is hosted on BlueTrail’s mobile application servers.
BlueTrail has a long and successful track record in the mobile computing industry. From its earliest days the company has delivered robust and powerful applications for a range of blue-chip companies including Cable and Wireless PLC, The British Medical Association and BDO Stoy Hayward.
For further press information, please contact:
Richard Spence – BlueTrail – +44 (0)845 003 0865