Samsung Business Problem- Samsung has a complex product structure requiring multi-channel distribution whilst encompassing direct relationships with some resellers into key vertical markets and direct sales to major end user accounts.
- The capacity for over-communication and mixed messaging is ever present.
- Samsung was seeking to establish and manage a reseller channel in various European territories that was better segmented and targeted in its approach.
| Solution- Weekly sales out reports from wholesalers are injected into DataCentre and linked to Samsung's resellers and retailers, so as to give a view of both value and volumes of Samsung products bought by resellers from multiple wholesalers.
- Senior sales managers and account managers have the ability on their desktop to analyse and measure the effectiveness of sales activity, and the Marketing Dep't can send targeted email and SMS promotional messages direct to resellers to help shift slow-moving stock within the wholesale channel.
| Results- Samsung's sales teams access to an up-to-date, consolidated view of both reseller and distributor sales activity has meant more effective use of account management resource.
- In addition they now have the ability to segment the reseller channel so as to handle accounts in different segments using the most appropriate mix of sales and marketing activity.
- Visibility & management of stock levels within the wholesale channel has become easier to manipulate, and co-operative marketing budgets are spent more effectively.
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