One of the first changes Tom made as manager accelerated sales
Success story #1: "The whole organization had to understand how important this was if we were to grow," says Tom Dyrdal at NTP.
We at Gasta want to tell more about our customers, and show differences and similarities. How do you create success? What digital tools are used? How do they work with marketing? First out is Avery Dennison NTP in Gaupne.
Dyrdal is simply talking about expertise and capacity in programming. In 2017, they will have three full-time positions working on this. In addition, they use external expertise on websites, among other things, to ensure that potential traffic goes to Avery Dennison NTP (this is where Gasta comes in).
- "It's important that the entire organization understands the value of being good at programming. This also means that brilliant ideas come from within the organization," Dyrdal points out.
Proprietary software
The 33-year-old took over as CEO in 2015, with ambitions to double sales by 2020. To get there, it has been critical to meet the digital world with the right tools.
- That's why we've spent a lot of time creating smart systems that save both customers and us unnecessary time. Good e-commerce solutions combined with in-house developed software for order processing and production planning became the solution.
NTP launched "Unifom builder" in the fall of 2016, a software that makes it easier to order products online. Customers can show the end user the actual product with a logo. All logos can then be ordered at the touch of a button in the webshop.
- Customers from Norway and the rest of Europe are now using these solutions, and we are constantly working to improve them," says Dyrdal.
"We've spent a lot of time creating smart systems that save both the customer and us unnecessary time. Good e-commerce solutions combined with in-house developed software for order processing and production planning became the solution."
Keyword optimization
NTP works strategically with marketing. They focus on creating content on the website, in social media and using newsletters. For them, it is still important to meet the customer over a cup of coffee, at trade fairs or during customer visits in Gaupne.
- But there is a marked change in how much research customers do. So it's important to have good, up-to-date information on websites and in the webshop," says Dyrdal.
In order for customers to find Avery Dennison NTP when they search for industry-related words, they have worked strategically with search engine optimization (SEO). Relevant words and phrases for the industry have ensured more traffic to the website, and NTP now appears high on Google searches without having to pay for it. Especially with words like "transfer labels".
Many factors for success
There are many reasons why NTP was able to measure an increase in turnover of NOK 17 million over the past two years. Among other things, they use highly developed technology to track and quality assure production, as this ensures correct and stable quality. This can be temperature, humidity, drying temperature, type of frame, type of color, or printing speed. They are also working on better automation for dispatching deliveries. A couple of minutes saved per package adds up to large sums.
- "The system we have developed to go paperless gives us good and detailed data for production. This has been critical for identifying areas for improvement," Dyrdal says and elaborates:
- Our foremost strength in the market is that we are well-established, have the best quality and are known for it. Good customer service, environmental focus, stable and good delivery times - and not least good e-commerce systems. In addition, we have high credibility. Customers such as Ferrari, Hugo Boss, Devold, FC Barcelona, Nike, Adidas and Man Utd can confirm that we have good quality without environmental toxins and sustainable operations. Several of these customers have actually been to Gaupne to see that we can stand by what we say.
