Grand _ Toy

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					                                     “Since we were looking to generate a vast
                                     number of reports every month, the Clarity
                                     6 tool gave us a vehicle that otherwise
                                     would have required a lot of manual
                                     work and e-mailing, resulting in lost time
                                     and money.” ~ Allan Ramsay, Manager,
                                     Customer Knowledge - Grand & Toy




R E TA I L C A S E S T U DY          Grand & Toy

                                     Situation Analysis
                                     In 1882 when printer James Grand ran his stationery
                                     business out of a single room in a Toronto house, selling
                                     products door-to-door from his wheelbarrow, he had
                                     little idea that his business would expand to become the
                                     largest commercial supplier of office products in Canada,
                                     with 21 sales offices, eight regional distribution centers
                                     and over 70 retail locations.

Revenue: $700 million                Today, with more than 2,700 employees working in over
                                     90 locations across Canada, Grand & Toy continues to be
Employees: 2,700                     a market leader in the office products industry. That’s
                                     why it’s committed to creating an innovative Customer
Locations: 384 stores/cost centres   Relationship Management (CRM) program. And the
                                     launch of its newest CRM reporting tool – Defector
Founded: 1882                        Detector – proves the point.

Headquarters: Toronto, Canada        “Grand & Toy developed the Defector Detector to take
                                     the CRM information and make it actionable for our
                                     account managers across the country,” says Allan
                                     Ramsay, Grand & Toy’s manager, customer knowledge.
                                     “The Defector Detector application is a way to identify,
                                     based on order frequencies, whether or not an account
                                     appears to have stopped ordering or has reduced its
                                     order rate.”




                                                                         www.claritysystems.com
Essentially, once an account begins to show decreased        Solution
activity, it becomes flagged with an increasing level of
                                                             Ramsay chose Clarity 6 to create Defector Detector
risk. These accounts are then targeted for follow-up by an
                                                             because he needed a web-based system that was fast
account manager.
                                                             and flexible and didn’t monopolize his resources to
                                                             create monthly reports.
“We were facing the challenge of having to generate and
distribute over 400 reports every month,” says Ramsay.
                                                             While deploying Clarity 6 has helped Grand & Toy
“What we needed was a delivery mechanism that would
                                                             become more proactive towards at risk accounts, it has
get around the problem of having one of our analysts’
                                                             also saved a lot of time and money internally.
create an individual report for every single account
manager on a monthly basis.”
                                                             “When we were developing options to distribute these
                                                             reports, there was no efficient way to do it,” says Ramsay.
Before Defector Detector was launched, it took Ramsay’s
                                                             “With Clarity 6 we are able to bypass conventional report
team several days to simply run the data extracts and do
                                                             distribution methods such as e-mailing or uploading files
the necessary formatting needed to create a single
                                                             to a central server directory.”
report. Ramsay estimates that it would have then taken
weeks to create these individualized reports for each of
                                                             With Clarity 6’s speed and flexibility of delivery, account
the sales people. The file size limitations of e-mail
                                                             managers are no longer waiting for monthly reports. They
presented an additional problem as an analyst would
                                                             are available over the Web in real-time as part of the
have had to pull apart the larger reports into five or six
                                                             month-end process.
different pieces just to get them to one person.




“Clarity Performance Management has been a very effective tool
to enable the extraction and manipulation of data and to deliver
that information to a nationally distributed group of users that
work both online and offline from Grand & Toy’s network.”
~ Allan Ramsay, Manager, Customer Knowledge - Grand & Toy
Clarity 6 has given Grand & Toy greater
visibility into customer buying behavior and
overall better analysis of their customers.



“Since we were looking to generate a vast number of         loading, calculating and formatting, all within one place,
reports every month, the Clarity 6 tool gave us a vehicle   all at the same time, it solved a whole bunch of
that otherwise would have required a lot of manual work     problems.”
and e-mailing, resulting in lost time and money,” says
Ramsay.                                                     The entire month-end process is completely automated
                                                            with no user intervention. This includes extracting data
Results                                                     from Grand & Toy’s ERP system, building and calculating
                                                            the necessary database components and making the
From an organizational perspective, Clarity 6 has given
                                                            reports available over the Web. “Once the month-end
Grand & Toy greater visibility into customer buying
                                                            process is completed, an account manager is able to pull
behavior and overall better analysis of their customers.
                                                            a report within 30 seconds,” says Ramsay.
Clarity 6 allows Grand & Toy to be more responsive to
customer defection by allowing them to see how trends
                                                            “Clarity 6 has been a very effective tool to enable the
are shaping up, which accounts are doing well and which
                                                            extraction and manipulation of data and to deliver that
accounts require special attention.
                                                            information to a nationally distributed group of users
                                                            that work both online and offline from Grand & Toy’s
In addition, part of the Defector Detector report is a
                                                            network.”
component called Dormant Accounts – accounts that
haven’t placed an order with Grand & Toy in six months
or more. These accounts are being used as part of a
Grand & Toy marketing and sales program, whereby the
account managers go after these dormant accounts with
a targeted reactivation offer.

“Clarity 6 was a surprise benefit, because when we first
started the project we were looking at semi-automated
ways of delivering and fulfilling the reports,” says
Ramsay. “When we realized the power of Clarity 6, in
terms of not just presenting a report, but extracting,




                                                                                                www.claritysystems.com
Regional Sales Offices:

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For information on a Sales Office near you
call toll free: 1.877.410.5070




Global / North American Headquarters        International / European Headquarters

2 Sheppard Avenue East, Suite 800           3000 Hillswood Drive, Hillswood Business Park
Toronto, Ontario, Canada M2N 5Y7            Chertsey, Surrey, UK KT16 0RS

Toll free: 1.877.410.5070                   Phone: +44 (0) 1932 895878
Phone: 1.416.250.5500                       Fax: +44 (0) 1932 895289
Fax: 1.416.250.5533
Email: info@claritysystems.com




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