the client

Leading Italian mobile, fixed line and Internet operator, with significant growth in customer base and revenues in a stable and mature market.
Important European operator in integrated mobile, fixed and Internet services.

the need

Definition of the company’s growth potential in Specialist Large Retailers, of the needed tools (e.g., commissioning for national and local retailers) and changes in internal sales force, consistently with main trends in the sector and customers’ purchasing process.

details

An internal assessment concerning the company’s historical performances with each of the large retailers (sales productivity and quality)...

An internal assessment concerning the company’s historical performances with each of the large retailers (sales productivity and quality), its sales force (in terms of structure, main tasks and responsibilities, geographical areas) and current rewarding system has allowed us to define improving elements.

Through a field analysis based on in-store ethnographic observations and interviews, we could understand: customers profile, their purchasing behaviour in electronics specialist stores, main drivers in purchasing process and the brand positioning.
VVA have also studied electronics specialist retailers’ characteristics, in terms of geographic structure and local organization, growth plan, and in-store space management.

After the in-depth analysis, VVA has defined a development plan for the the company’s distribution channel “Large retailers”, it designed the rewarding model (commercial agreement, commissioning, competitions) and the necessary changes in sales force structure, and it defined new potential retailers.