Case study
Retail Marketing Group delivers better campaign results using data, analytics and field force optimisation tools
Summary
Retail Marketing Group is a multi-award winning field sales and marketing agency specialising in consumer electronics, with insights and data to help brands better understand their customers, retailers and the marketplace.
Company size
250
Industry
Professional Service
Products used
Challenge
In the past, Retail Marketing Group faced a number of challenges. Call files were selected based on an individual’s knowledge of the market and long nights were spent wrestling with Excel and rudimentary maps to create territories and call schedules.
Retail Marketing Group needed a more efficient and accurate way of defining call files, calculating headcount, designing efficient territories and optimal call schedules. The goal was to reduce the cost of planning and running its field teams.
Solution
Retail Marketing Group uses CACI’s Retail Footprint catchment model to tell it where people shop. It uses a mix of Acorn demographic and marketing data to tell it where its targeted consumers live. This allows Retail Marketing Group to identify the best stores to visit and set the most beneficial contact strategy.
InSite FieldForce makes sure that the headcount for each project is correct and that territories are planned in an efficient way. CallSmart produces optimal call schedules and allows Retail Marketing Group to accurately estimate mileage and required overnight stays so it can budget effectively and quote clients with accuracy.
Results
Retail Marketing Group licence a number of CACI’s solutions and utilises them to plan outsourced field teams for its clients and support pitches for new business.
Having the software in-house means Retail Marketing Group can continue to accurately quote clients, improve results due to visiting more appropriate stores for each specific campaign, reduce costs through optimal routing, hire people in the right places first time resulting in reduced recruitment costs, give the field agents a sense of fairness by utilising territories at the right level and massive time savings for Retail Marketing Group’s team of analysts which uses the software.
