The Fish Guys, a seafood and gourmet food distributor, wanted to streamline operations and improve efficiency for its sales team and customers. With a growing catalog and a focus on scaling its business, it partnered with Cut+Dry to optimize order management, enhance product visibility, and free up sales reps to focus on business growth.
Challenges
- Time-Consuming Order Management – Sales reps previously spent significant time manually inputting customer orders, sometimes from voicemail messages, which led to inefficiencies and errors.
- Limited Product Visibility – Customers had difficulty browsing the entire product catalog, which restricted potential sales opportunities.
- Adoption Resistance – While many sales reps and customers embraced the new system, some were reluctant to shift from traditional ordering methods.
Strategy
By implementing Cut+Dry, customers gained access to an easy-to-use ordering app, reducing the need for manual order entry and showcasing a full range of products with descriptions and images. The Fish Guys focused on a few adoption strategies, including:
- Food show demonstrations with the Cut+Dry team present
- Regular reminders from sales reps during customer interactions
- An internal sponsor to drive sales rep adoption, catalog enhancement, and customer engagement
- QR codes in weekly newsletters
- Word-of-mouth among chefs
"I’d absolutely recommend Cut+Dry! Besides the great platform and time savings for reps and customers, the support from Cut+Dry staff is incredible. Having direct contact with someone to help with any questions is so valuable!. The platform has really helped to showcase all the items our business has to offer from seafood to LBP to our new provisions category. Having a platform where customers can see all items with photos and a description has been a huge benefit.” — Karen Brunner- Director of Customer Experience, Retail Account Manager
Results
The platform significantly improved sales efficiency and customer experience. The consistent growth in Cut+Dry has impacted their total orders, invoices, and location adoption over time.
- Customers can search the catalog independently and are more likely to explore and purchase additional products, leading to a 35% increase in new online revenue in 30 days.
- Sales reps who fully adopted the app saw significant time savings, allowing them to focus on revenue-generating activities.
- Cut+Dry is driving procurement, with more customers placing orders through the platform than other methods.