Objective:

A global IT supplier needs to generate insights and approaches for a retail channel go-to-market strategy.   Edge Strategies research focused on the following key questions:

• Which retailers have the potential to be the best partners?
• Which products to sell through SMB retailers?
• What retailer programs should our client develop to to help its retail channel become most successful with their products and services?

Method:

 Edge Strategies conducted quantitative and qualitative research with customers and channels:

• Retailer profiles and insights were generated via secondary research followed by in-depth telephone interviews with executives (director and VP level) at each retailer with responsibility for their technology line of products and services
• Interviews with 300 Small Business Customers to understand their needs, expectations and preferences

Results:

Our client selected several key retail chains on each continent to work with.  Our recommendations included:

• Which retail business models will work best in the evolving Cloud Services markets
• Which Services are most appropriate to offer through the retail channel
• How to train their personnel
• How to help their retail channels partner with third party integration partners to deliver complete solutions to SMBs
• Programs designed to improve the complete customer experience for Small Business Customers