The challenge

A manufacturer of paints, primers, and decorative finishes needed help staying top of mind and offering incentives to roughly 300,000 underperforming accounts. The manufacturer sold its products through a one-step distribution channel (a do-it-yourself retail chain) and the accounts represented professional contractors, builders, and home improvement clients who bought products through that chain. 

The brand’s inside sales team and field sales teams were siloed and lacked a clear sense of customers’ purchase patterns and behaviors over time, making it difficult to build the entire customer journey from lead to account development and growth.

As a result, sales teams struggled to find growth opportunities, weren’t effectively reaching out to existing customers with incentives that resonated, and missed sales signals.

Our solution

To help the client, TTEC dove into the data. We worked with the company to analyze the 300,000 customers’ past buying history to identify patterns, roadblocks, and opportunities. We had access to purchase data from the brand as well as from the retail chain’s loyalty program for pro contractors, and TTEC sales experts quickly went to work.

We analyzed the data to learn which customers were buying often, who was buying sporadically, who was consistently growing their purchase volume, and who was decreasing their purchases. 

Examining the customer base at that level alone was eye-opening for the client, but our back-end analytics and data team took it a step further by putting those insights into action. 

We identified opportunities where the brand could grow market share. We developed targeted sales plans and engagement strategies that were tailored to each subset of customers. We helped develop, for instance, incentives that would entice customers whose purchases were declining to re-engage with the brand and spend more. 

TTEC then built and implemented the workflows to operationalize these strategies. As our partnership with the brand continues to deepen, we’re optimizing its tech stack to take these strategies and workflows to the next level. And we’ve improved reporting to give the company a clearer picture of what’s working, what’s not and why. 

The results

Through the first year of our partnership, TTEC’s work has improved the brand’s engagement with its existing customers and helped it find new ones. Through targeted outreach and disciplined account prioritization, we reversed a negative ROI trend, transformed underperforming segments into growth drivers, and delivered sustained month-over-month gains in ROI and engagement.

By reaching more customers more often, and with the right message, we drove 108% growth in new logo revenue, a 67% jump in loyalty program customer engagement, and 31% revenue growth in contacted accounts.