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Channel Strategy to Effectively Serve Big Box Retail

Situation

A leading decking manufacturer believed it was under performing on its strategy to sell through the big box channel.

Approach

Principia mapped the customer journey for selected trades purchasing through wholesale and big box channels. Determined purchase behavior to define the strategies and tactics required to gain consideration by customers purchasing through these channels.


Outcome

The client implemented a redefined customer acquisition strategy along with specific merchandising and service approaches to capture a greater share of pro contractor box channel purchases. Sales increased by 175% over the next three-years.

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