The Challenge: One of our customers sells through a network of resellers. Their product (hard disk drives) was an integral part of the end product (PCs). Their day-to-day interaction was confined to their sole-distributor - a large regional organization with emphasis on the warehousing and a quick supply of low-cost components. The net result was that our client was totally out of touch with the requirements of the end-user of their products and how or where it was being sold.

The Solution: Upon appointment, we researched the entire channel and fed back information to the client about who was using their products - where and how, as well as what would need to happen to improve sales.

We provided the following:

A multi-faceted communication strategy
Channel composition redesign
Channel qualification and appointment processes
New work flows and new working processes
Launched an e-channel marketing programme
Devised a customer loyalty programme

The Result: Our client improved the retention rate of its resellers by 75% and sales increased by 15%. Communication throughout the entire supply chain was also substantially improved.