Case study: The Consortium

The Consortium is a national procurement and fulfilment business. They serve the Education, Training and Social Care Sectors. The Consortium is a leader in the highly competitive school supplies market.

The Consortium has an extensive range of products and services. Products include: stationery, furniture, office and business equipment, janitorial supplies and curricular products.  Services include: fleet management, food contracting and energy supply.

With thousands of customers and products, it’s a complex business balancing sales with profitability.

The Consortium were refocusing their activities to support a high growth business strategy. As such, they needed to develop market intelligence and increase effectiveness of communications.

Solution

A marketing orientated data warehouse and business intelligence solution was implemented. Deployed in a phased delivery, the implementation covered:

A Business Opportunity Assessment™ to:

• Fully audit and appraise systems data and recommendation enhancements
• Analyse customer purchasing trends and “profitability”
• Segment customers by recency, frequency and value quotients
• Identify product preferences, combinations and sequence of purchase

• Demonstrate the value of fusing in-house data with external market data
• Identify immediate revenue opportunities for cross-sell and up-sell

Implementation of marketing data warehouse and business intelligence:

• Summary and detailed sales and marketing performance reports
• Desktop and web-based reporting
• Identification of key performers: customers, products and suppliers
• Customer segmentation in terms of recency, frequency and value
• Analysis and management of volume breaks and discounting structures
• Market basket analysis - quantifying cross-sell opportunities
• The event-based campaign management
• Integration of prospect lists with customer data
• Dynamic targeting of customers based on their purchasing behaviours and profiles

Benefits

The Consortium now have comprehensive sales and marketing information spanning their whole business:

• Management can see at a glance the performance of the organisation
• Product marketers can accurately manage pricing and product performance
• Sales can target customers with specific propositions
• Marketing communications are targeted, timely and effective
• Information is automatically refreshed every day

Find out more about The Consortium