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Using our DART app and On Demand service to increase ROI for Colgate-Palmolive

Colgate-palmolive

Vital Statistics

Client:

Colgate-Palmolive

Project Period:

Ongoing

Services Used:

Outsourced Field Sales

DART Data Solutions

"On Demand" Service

 

The Brief

We were asked to improve how Colgate-Palmolive channel their resources and ultimately improve their ROI.

When Colgate-Palmolive partnered with us, they outlined the fact that they felt they weren’t getting enough value from their data with their current provider, and that was inhibiting their ability to be efficient.

The Activity

The introduction of a revolutionary service for Colgate-Palmolive was a game changer. The agile resourcing solution uses our market leading data analytics platform, DART, to direct resource to the right stores at the right time to undertake the most value adding interventions. The model eliminated wasted regular coverage and introduced our ‘On Demand’ resource, enabling Colgate-Palmolive to access every multiple store in the UK, all within a 72-hour period. This service is powered by data analytics that ensure when the door is crossed, there is value to be unlocked.

Key benefits

The benefits of our approach are numerous. We managed to maximise Colgate’s exposure to the full retail estate, unlocking opportunities in all stores. Our strategy ensured a ROI is delivered in every visit through our ability to set the thresholds that trigger each visit. We increased Colgate’s coverage by 20% whilst managing to reduce costs which delivered a more efficient ROI for the company.

What the client said...

In terms of the transition itself McCurrach managed this really well, with great communication, regular project meetings and updates and a focus on taking the field team with them on the journey, making the whole process really smooth delivering an incredibly positive response. Colin Morrison, Retail Marketing Director, Colgate-Palmolive.

 

The Results

Increased coverage by 20% whilst reducing cost

Increased coverage by 20% whilst reducing cost

Maximum exposure to the full retail estate, with guaranteed ROI delivered in every visit

Maximum exposure to the full retail estate, with guaranteed ROI delivered in every visit

On demand calls activated within a few days

 On demand calls activated within a few days

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