Digital solutions for product presentation have become indispensable tools for companies when it comes to vividly demonstrating their product range. In addition to the high-resolution display, virtual applications have the invaluable advantage that even complex systems can be ideally showcased. Metrohm also relies on this and uses a platform developed by Regensburg-based Vuframe GmbH for smart and secure 3D demos of products, machines and complex systems to strengthen its sales.

Metrohm is one of the world's leading manufacturers of precision instruments for chemical analysis. In addition to developing and manufacturing instruments, the Swiss company and its sales subsidiaries develop applications in their laboratories that enable customers from a wide range of industries to ensure the quality of their products. Metrohm's sales force plays a key role in the distribution of products that require explanation. They ensure that the functionalities of the system solutions are fully explained to interested parties.

However, the presentation of real products is often not effective due to the effort involved. In order to create a solution with which the product portfolio can be presented to the customer in a clear way, a digital option was needed. This is why Deutsche METROHM GmbH & Co. KG turned to Vuframe.

The goal: better presentation, easier workflows

“[...] really great and this opens up completely new possibilities.”

Heiderose Reiser - Head of Marketing, Metrohm Germany

The main focus of the project was to simplify the workflow of the field sales staff. They needed a handy solution for their on-site customer meetings that would provide a comprehensive overview of the precision manufacturer's product range. The application also needed to ensure that customers could obtain the best possible information about Metrohm's range of products and services, even in the event of non-physical contact with Metrohm Sales, which was the norm during the coronavirus pandemic.

Heiderose Reiser, Head of Marketing at Metrohm Germany, commented on the challenge: “When on-site visits to customers and in Filderstadt were no longer possible at the start of the pandemic in 2020, advice and sales were provided exclusively by email, telephone and via teams. This reinforced our field sales team's desire for a new communication strategy to be able to present new systems that require explanation to customers digitally and as realistically as possible.”

Due to the special requirements, the Vuframe team then sat down with the customer and defined the exact structure based on a market-proven and customized template of the Vuframe® platform. Once the solution had been successfully presented to Metrohm, nothing stood in the way of its implementation.

Part of the new communication strategy

Metrohm had very ambitious goals for the Vuframe app, as the digital solution was to form an important part of the manufacturer's new communication strategy. Easy operation by Metrohm employees was a prerequisite. Thanks to the diverse presentation tools and the intuitive handling of the mobile application, Vuframe was able to successfully meet this requirement.

Simple implementation

The implementation of the digital presentation and sales solution was very straightforward for Metrohm. As the sales staff were already equipped with tablets, the Vuframe software was easy to install on the devices. Thanks to the compatibility of the mobile app with iOS and Android, the employees were able to access the solution without any technical changes.

With the help of the Vuframe app, the teams can now visualize Metrohm's product portfolio in 3D on their tablets at any time and from anywhere. As a wide range of information is stored for the individual products, detailed questions can be answered directly in discussions with customers.

However, the presentation of the Vuframe app goes far beyond the mere display of product photos and information. The numerous 3D demos with interactive 3D animations integrated into the solution provide a realistic illustration of the process sequences. In this way, customers can follow the diverse functional sequences of Metrohm products live and in detail. In addition to the considerable information content of such a presentation, it offers an exciting user experience, which considerably increases the understanding and interest of the interlocutor.

Proven in practice many times over

Since the start of the ambitious project, the new solution has proven itself many times over in day-to-day operations. Sales staff have been able to demonstrate the Metrohm range clearly on their digital devices in countless customer meetings.

However, the Vuframe app not only proves its class in the field, as the company was also able to convince itself of its extraordinary performance at trade fairs. The solution is predestined to present all relevant information in an entertaining and concise manner in the often turbulent trade fair environment - regardless of the actual size of the products on display.

The mobile app made its first successful appearance for Metrohm at analytica 2022 in Munich. At the world's leading trade fair for laboratory technology, analysis and biotechnology in June 2022, the trade fair team was able to inspire visitors with an individualized AR app with CI branding. Guests at the Metrohm stand were particularly captivated by the opportunity to view the products digitally in 3D and augmented reality (AR) and thus get to know their range of functions in a fun way.

At analytica 2022, the solution developed by Vuframe GmbH once again impressively demonstrated the lasting impression that digital 3D product presentations can make.