The Starting Point: Make Complex Products Easy to Understand

For manufacturers of high-quality measuring instruments, a clear presentation of their products is a special challenge. The instruments are technically complex, need explanation and are often too large to transport to the customer. Metrohm had exactly this task: as a manufacturer of precision instruments for chemical analysis, the company had to make its highly specialized measuring instruments and analysis systems accessible to a wide range of customers.

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Metrohm at a glance:
▸ Leading manufacturer of precision instruments
▸ Focus: chemical analysis and quality assurance
▸ Worldwide sales through subsidiaries
▸ Wide portfolio of measuring instruments and analysis systems

The Challenge: More Than Just Digital Product Catalogs

"For our complex analysis systems, the classic product presentation with catalogs and PowerPoint often reached its limits," explains Heiderose Reiser, Head of Marketing at Deutsche Metrohm GmbH & Co. KG. "Our customers must really understand how our systems work and what value they add. For this, you need more than static images."

The special requirements for the new solution:

  • Intuitive display of complex technical relationships
  • Mobile presentation of the complete product portfolio
  • Seamless integration into existing sales processes
  • Highest security standards to protect sensitive product data
A sales representative explains an instrument on the iPad

The Solution: From CAD Model to Interactive Presentation

After a careful evaluation, Metrohm decided to work with Vuframe. The decisive factor: the option to create interactive 3D presentations quickly and efficiently from existing CAD data.

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From CAD to presentation The existing CAD models of the Metrohm instruments were automatically converted into optimized 3D visualizations. These are much smaller than the original CAD files, and they are also protected against reverse engineering.

Booth at the analytica trade show with streaming of the 3D content on 2 large monitors

Use in Daily Sales Work

The new solution quickly proved itself in daily sales work. Users especially value the combination of:

  • Interactive 3D models for detailed product explanations
  • AR function to visualize the instruments at full size
  • Offline availability of all content on tablets
  • Central management and automatic updates
Copilot on the iPad is the perfect companion for conversations

Trade Show Success through Digital Product Presentation

A highlight was the use at analytica, the world's leading trade show for laboratory technology. "The visitors were enthusiastic about the option to experience our systems in 3D and AR," says Reiser. "The combination of physical instruments and digital models was especially convincing. With it, we could also present larger systems clearly."

Conclusion: Digital Presentation as a Sales Advantage

3D presentation with interactive functions and linked media content

The introduction of digital product presentation paid off for Metrohm in several ways:

  1. Sales representatives can present the complete portfolio anywhere
  2. Interactive 3D models make complex functions easy to understand
  3. The AR function gives a realistic impression of size
  4. Central management makes sure that product communication is consistent

"Today, digital product presentation is an indispensable tool in our sales," concludes Reiser. "It helps us make the complexity of our systems tangible, and its intuitive operation is convincing."

Image of OMNIS, the integrated platform for your laboratory, source: www.metrohm.com

A Proven Solution

Metrohm has used the combination of trade show kiosk and Sales Copilot successfully in marketing and sales for several years.

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