Case Study: Channel development
The opportunity: A business had strength in traditional distribution channels, but its presence in fast growing retail channels was weak and was a significant competitive risk.
The results: The four largest strategic customers grew from 20% to 72% over three years, with improvements in gross margin percentage in all customers. The product differentiation minimized channel conflict with distribution channels despite the significant focus put into the retail channel. After the line review process, the Sales team for the business became the "first call vendor" when the buyer or customer senior management wanted input from the vendor base.