Summary
Developed a behavioral segmentation-based dealer strategy for a chemical manufacturer.
Problem in Hand
Our client was a leading manufacturer-distributor of chemicals across industries. With over 1500 distrbutors across the globe, it was difficult to have a visibility on the performance as well as running sales prograsms with them. They wanted to improve their dealer management program.
Solutioning
With an objective of maximizing the lifetime dealer relationship value of the network, we created a segmented dealer management strategy. A 360 degree view of the dealers was created covering their organization details, relation ship detsils, transaction details, payment details etc. It was augmented by derived KPIs like purchase frequency, purchase consistency, credit worthiness, new product trial scores etc.. The mart was then used to do a k-means based behavioural segmentation of the dealers and identify unique characterstics of each segment.
Impact