Objectives

A global IT vendor engaged Edge Strategies to generate insights and recommendations regarding their retail channel.  The criticial go-to-market questions which needed to be answered included:

• Which retailers have the potential to be the best partners
• Which products to sell through SMB retailers
• What programs will help the client's retail channel become most successful with their products and services

Methods

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 retail channel 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