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Power tools company uses marketing analytics to compete with big box stores

Stephanie Overby | Oct. 31, 2014
If you're in the market for a chain saw or a leaf blower, you might consider a product from Stihl. But you won't find the company's products at Home Depot or Lowe's. Stihl operates an independent dealer-only retail distribution program that its leaders say is instrumental in helping the company dominate the gasoline-powered outdoor tool category.

Such analytics will drive changes in marketing strategies at distributor stores and loyalty programs in 2015. The "ability to profile who is buying, when they are buying and where they are buying, in a far more granular fashion, will allow us to better target our media and messaging investments," Waldron says. "The notion of effective micro-marketing against specific audience segments is no longer fantasy, it is reality."


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