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Client: A national food retail chain with 53 retail locations and approximately $50M in sales. |
Challenges: The company needed to contact their business customers prior to the holiday gift-giving season in a very efficient way. During the holiday crush, the volume of business forced the stores to skip the capture of most of the data usually obtained.
Solution: Management Analytics Group developed a specialized management analytics database that kept track of only the most essential customer information. This was done on an on-going basis so that when the stores got overloaded, we could fall back upon the customer profiles already captured. We used this data to uncover patterns in behavior and build the data needed for RFM segmentation. This allowed us to identify customer segments, prospect segments, and permitted market-by-market and even store-by-store tracking.
Results: Management Analytics Group's discoveries led the company to steady increases in B-to-B sales year-to-year. Even in the 4th year of the project, sales increased 8%, despite no increase in marketing expenditures and a down-trending B-to-B food gifts market in general.
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