Würth, a leading tool dealer with an extensive range of more than 100,000 products, serves over 500,000 commercial customers in Germany. Würth relies on the advanced predictive analytics systems from Dastani Consulting to efficiently organize sales in this complex environment. Using tools such as Objective Potential Prediction and Customer Value Prediction, Würth is able to significantly improve its sales efficiency.
Jens Neumann, Head of Sales Management at Würth, explains that the use of sales representatives is traditionally the most costly form of sales in all segments. Using predictive analytics, Würth is able to evaluate each customer based on internal Würth data and external information with regard to their objective sales potential and assign them to the appropriate sales channel – regional key accounts, area sales or internal sales.
Customer Value Prediction enables Würth to determine the current sales expectation of each customer and to maximize the contribution margin per customer. Würth also knows the expected sales per product range and can offer its products in a targeted manner. Random samples have confirmed an impressive hit rate of 85 to 90 percent, which underlines the reliability of the forecasts.
The collaboration with Dastani Consulting has enabled Würth to make effective use of the existing data in the company and significantly increase sales efficiency. The data-supported allocation to segments and the precise determination of customer value provide a solid basis for a successful sales strategy. Jens Neumann emphasizes the superiority of these data-based approaches over intuitive sales assessments, which is clearly reflected in the company’s success.
As a specialist in the trade with assembly and fastening materials, Adolf Würth GmbH & Co. KG sells more than 100,000 products. In Germany, over 500,000 customers from trade, construction and industry regularly purchase products from Würth. Around 3,000 permanent sales representatives provide customers with personal on-site support. The retail company has over 400 sales outlets throughout Germany. Adolf Würth GmbH & Co. KG is the market leader in Germany and employs around 6,300 people nationwide.
As a specialist in the trade with assembly and fastening materials, Adolf Würth GmbH & Co. KG sells more than 100,000 products. In Germany, over 500,000 customers from trade, construction and industry regularly purchase products from Würth. Around 3,000 permanent sales representatives provide customers with personal on-site support. The retail company has over 400 sales outlets throughout Germany. Adolf Würth GmbH & Co. KG is the market leader in Germany and employs around 6,300 people nationwide. It generated sales of EUR 1.49 billion in the 2014 financial year (including intragroup sales). Around 13 percent of this is generated through e-business.
