Segmentation applies to the channel as much as to end-consumers
Case Example
The Challenge: Elevate Channel Management
This leader in the outdoor power equipment industry distributes through an extensive network of independent dealers as well as home centers and specialty retailers. And while they had strong relationships with many of these independent dealers, they needed a deeper understanding of the dealer’s business and growth opportunity that would allow the client to make informed business decisions and optimize sales and marketing initiatives.
This leader in the outdoor power equipment industry distributes through an extensive network of independent dealers as well as home centers and specialty retailers. And while they had strong relationships with many of these independent dealers, they needed a deeper understanding of the dealer’s business and growth opportunity that would allow the client to make informed business decisions and optimize sales and marketing initiatives.
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The Approach
Step 1: Discovery. Uncover the data silos. Find the relevant data. Through our Discovery Assessment with the client team, we identified over 20 data sources that – if connected together – would provide powerful insights into the channel. Step 2: Tie the data sources together into a dealer knowledgebase. Working with the client team, we developed and executed a process to Extract, Translate and Load the relevant data from numerous systems – with low-to-no impact on the client’s IT resources. Step 3: Use external sources to fill important data gaps. The Discovery Assessment identified gaps in the data – information we would need to gain a 360 view of each dealer. KB MarLytics is expert at finding external data sources to fill gaps and expand customer, channel and market knowledge. |
Disparate data was blended into one 360 view of the dealer.
Market Potential was overlaid to identify market gaps for dealer recruitment.
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Step 4: Analysis & insights development. Dig beneath the surface data to learn what drives dealer growth.
We segmented retailers based on growth opportunity and built highly actionable profiles.
Beyond firmographics, the segmentation used psychographic data to understand what drives them. Along with identifying dealers who offer the greatest Growth Opportunity, or “GO Dealers,” we scored dealers based on risk potential (such as Harvesters – those likely to retire in the next two years).
We connected target dealer segments to geographic opportunity to identify markets for increased support as well as market gaps in need of dealer recruitment. And much more.
We segmented retailers based on growth opportunity and built highly actionable profiles.
Beyond firmographics, the segmentation used psychographic data to understand what drives them. Along with identifying dealers who offer the greatest Growth Opportunity, or “GO Dealers,” we scored dealers based on risk potential (such as Harvesters – those likely to retire in the next two years).
We connected target dealer segments to geographic opportunity to identify markets for increased support as well as market gaps in need of dealer recruitment. And much more.
The Segments
The Results: Putting the Knowledgebase to work.
“The impact it’s had on what we’re doing with these businesses is almost breathtaking.”
VP/GM SPECIALTY RETAIL GROUP
LEADING OUTDOOR POWER EQUIPMENT MANUFACTURER
VP/GM SPECIALTY RETAIL GROUP
LEADING OUTDOOR POWER EQUIPMENT MANUFACTURER
The client uses the knowledgebase to strengthen channel relationships, align marketing investments with dealer potential - and recruit the right new ones – as well as to drive business and marketing decisions across the organization. Some examples:
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