Dog Food and Treat Manufacturer
Category: Pet food
The Brief: This particular client was running their own telesales operation in-house.
The internal telesales was, in the words of the sales director, “completely promotion-driven and not managing the account base on an individualistic basis”.
The requirements to evaluate a group of independent pet retailers – those that were not visited by the sales team or smaller end accounts on territory and to set up a way of managing the accounts on an ongoing basis.
2500 accounts were eventually analysed to show that 1200 of these were worth calling on a regular basis.
The Solution: Data cleanse and qualify – this asked a series of detailed questions that ascertained the decision maker, the relevant wholesaler, current products stocked, and why. And the retailers’ ability to promote themselves within the local area, the use of point of sale and local P.R.
The data cleanse and qualification was analysed and the account base was called on a regular basis.
The Results: Distribution increased by over 40%, promotional activity dropped, return on investment improved and the accounts have now been managed over a five-year period seeing a year on year growth.