Page 3: Promotion through an Intranet
Bryant Homes is a large organisation with developments from Scotland to the south coast. Within Bryant Homes, the 13 regional offices and 120 housing developments struggled to maintain accurate and timely information. To avoid any feeling of isolation, the Intranet was set up and opened a whole new vehicle for communication by linking together all ‘sales centres’ and regional offices with the head office.
The Intranet facility also helps to make the whole buying process quicker and smoother by providing an Internal Sales System. Each sales centre is connected to Bryant Homes’ head office and its solicitors through the Internal Sales System designed to service all customer needs and requirements. Customer details, development details and legal information can all be accessed and processed in a way which improves customer satisfaction. Each site has a personalised Sales System showing the external elevations, selected rooms, floor plans and ‘walkaround’ for each house type available on that site.
The sharing of information between each development, regional offices and head office, enables staff at Bryant Homes to respond more quickly to the needs of customers and also share best practice through the process of benchmarking. Not everyone has access to the Internet. Therefore, to ensure as wide an audience as possible could be reached, Bryant produced a Bryant Homes Product Portfolio CD-ROM. The CD-ROM used the same format and content as the website and features an ‘electronic walkaround’ for the majority of house types.
The ‘walkaround’ facility allows customers to turn through 360 degrees in order to view a room from every angle to provide a true representation of each home with the use of real photography. This provides customers with the opportunity to view a house type for which there is not a show-home on a particular development. On each PC, in every sales centre, Bryant Homes has introduced a corporate screensaver that has moving images reinforcing the Bryant product and brand messages.
Bryant Homes also uses ‘virtual reality’. Virtual reality provides a way of both visualising and experiencing something. It is the next best thing to being there. Customers can see what a development will look like before it is completed.