Building Retail Capability That Supports Expansion

AUSREO
AUSREO
 

Brief

To determine the market opportunity for the service centres in retail tool sales and then build out the AUSREO service centres' retail proposition. Initially addressing the core question:
  • Are we retailers?
  • What are the gaps to streamline and build our differentiators?
 

Strategy

  1. Consumer insights study with Tradies was used to determine core target markets present and future.
  2. All facets of behaviour and their profiles were linked to usage, competitors, and path to purchase.
  3. Business diagnostics across the network to assess capability, culture, and preparedness - including executive interviews through to in-store visits.
Utilising the insights gathered it was determined that there was an invitation to play in this sector. A strategic plan was then developed to build on the existing capability.
 

Success

  • Building retail capability working with the Ausreo senior team.
  • Determining the service centre retail differentiator and proposition.
  • Creating a “one-stop” AusReo retail offer to tradespeople – including work in product range / layout of centres / customer navigation / staff sales training.
  • Recommending and assisting with implementation of a digital, mobile commerce-led strategy for customers.
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Format: Steel Reinforcement Industry
Store Location: Australian East Coast
Number of Stores: 21
Merchandise Mix: Steel products (e.g. rebar)
Retail Doctor Group (RDG) continue to support us with a current focus on brand building for AUSREO X factor differentiators underpinning Limbic Insights™, and the employment of high calibre retail executives within this organisation. We are extremely pleased with the engagement from RDG, the development of retail-focused skills and training for our staff and the support you have provided to the AUSREO leadership team. We continue to work together to strengthen the collaborative working relationship we have developed over the years.”
Dennis Crestani
CEO
AUSREO