Many distribution networks of businesses represent their single largest operating expense. Retail locations, branches, and sales offices all require large capital outlays and are the source of major operating expenses. Fulcrum has developed a unique solution that helps companies benchmark how well each location meets its market potential and that helps realign sales and marketing resources to achieve that potential. We can help you maximize the return on the capital you have invested in your distribution network.
We begin by benchmarking your locations using cutting-edge approach. Our technology, which is already in use at leading retailers and banks, provides a highly accurate look at each store’s performance relative to its market potential in key categories. You’ll know not only which stores are performing or underperforming, but you’ll also see potential opportunities to shore up performance by product category. A major benefit of our solution is that it evaluates performance at a category level, giving you a much more detailed look at differences between categories.
With this detailed benchmarking profile for each location, Fulcrum delivers strategic recommendations toward realigning marketing investments to improve results. Does an underperforming store need extra marketing help? Does a well-performing branch need to focus on a few product categories to make it perform exceptionally? Does a sales office need a change in management to realize its potential?
In the final phase, Fulcrum designs and implements effective, measurable programs that improve results. These programs can encompass everything from local marketing programs, to more localized search marketing, to direct marketing designed to help drive traffic.
Benchmarking and Alignment for Retailers
Retailers may live by comp store sales, but like many high-level statistics, they don’t tell a complete story, and they don’t tell us how to improve results. That’s why Fulcrum developed its Benchmarking and Alignment solution for retailers, which enables retailers to measure and improve market-level and store-level performance by providing a bird’s eye view of your retail network.
We’ll benchmark each store’s location by major product category, letting you see where a store may be performing below its true potential. With this information in hand, we then develop marketing strategies to help all stores realize their full potential.
Benchmarking and Alignment for Banks
Many banks already do some amount of benchmarking, but most often it is for deposits. Given that most banks want to have more than deposit-only relationships with their customers, using a one-dimensional metric seems at odds with the overall strategy.
Fulcrum’s solution benchmarks branch performance across account types, providing a rich picture of a branch’s performance relative to its market potential. We’ll work with you to develop highly tailored strategies that allow you to shore up underperforming parts of your network while ensuring that high performers stay on top.
Benchmarking and Alignment for Sales Forces
Managing sales force territories is often complex because territory performance depends on so many factors. Fulcrum’s solution introduces an objective, detailed approach to gauging territory sales performance which in turn lets you uncover the mix of market forces and salesperson factors that are contributing to sales.
With this information, Fulcrum can help you develop detailed plans for territories designed to maximize sales potential. These plans can include reassigning or realigning territories and localizing marketing plans to help support sales offices.