DELTA PORTER CABLE had built a highly successful brand selling high quality tools to a loyal base of power tool users. However, they were faced with a growing challenge as retail outlets were also selling competitive brands. Therefore, DELTA PORTER CABLE had to gain control of the customer relationship in order to continue to maintain that customer loyalty, but not at the expense of upsetting relationships with retailers.

Establish and build end-user relationships and loyalty in order to regain control of the sales process, without alienating retail partner relationship. This customer relationship would then be leveraged to increase sales of power tools.

The first step was to create a new and dynamic DELTA PORTER CABLE website that included a range of meaningful content including tips, demos, articles and money-saving offers.

In order to build the retailer relationship, each site was individually branded with the local retailer’s logo, and visitors were driven to that retailer’s location with instore flyers/inserts and direct mail.

A combination DM/email campaign was sent to customers and prospects, encouraging them to visit the website, sign up and provide us with their personal ‘wish list’. After the data was collected, a personalized email was sent to the client informing them of special offers on products they told us they were interested in.

For example, if a customer told us they were interested in a bandsaw, we would send them an email with a special offer on that product plus other related items.

Within 90 days we built a database of over 40,000 end-users. We used their personal data to deliver monthly electronic newsletters that drove increased sales and drove a significant increase in revenue.