A major company in the consumer electronics sector embarked on an innovation process to improve the relationship with the distribution network (large retail chains, supermarkets, e-commerce distributors) and with several internal departments (marketing, logistics, finance). Our goal? To assess this new approach, understand how satisfied customers are and adapt strategies to further enhance their experiences.

We developed a reliable measurement tool to assess trade satisfaction, both in general and for specific areas of intervention (sales support, marketing, logistics, etc.). This allowed us to measure the gap between expected and perceived quality, identifying the factors that influence satisfaction and dissatisfaction. Additionally, we identified the key areas that can be leveraged to improve relationships, increase sales and ensure a high level of service, while mapping opportunities, threats, strengths and weaknesses for future targeted actions.

We discovered that there was significant room for improving the commercial strategy, which was often unclear and not planned or communicated in a timely manner. This made it difficult to create the level of engagement customers expected. In terms of communication campaigns, it was also evident that better integration with the initiatives and media already used by customers was needed to achieve effective results.