Background & Challenge

Finning is the largest Caterpillar regional dealer covering northwest Canada and US, South America and the UK. While 80% of its revenues came from large long-term customers, it recognized that it was underperforming with mid-size and small customers. This group covered a range of experience – from single-contract entrepreneurs to established businesses – across construction, landscaping, snow-clearance, and agriculture.

Research & Insights

Focus groups, competitor research and individual interviews were undertaken, which uncovered the following insights:

• They were often motivated by very short-term needs and they needed flexible and low cost options including renting, used purchase and buy-back deals
• Typically they were digital first and happy to research and even purchase through digital channels including online auctions
• New Japanese competitors had entered the market focusing primarily on this segment of the market and had grown rapidly

Customer Journey Map illustrated the Path to Purchase

Finning’s opportunity was to engage these customers early in the research phase of the journey through digital content to help them in the decision journey. In addition, new digital and retail sales channels were required to meet the customers where they chose to shop. This was a radical departure from the traditional B2B sales organization and required building new organizational strength.

New Retail and Digital Sales experiences delivered results

A new retail center was created which provided walk-in and appointment services for rental, used and new equipment. This generated new customer growth of 24% in its first year.

Redesigned website and sales channel provided customers with direct access to available inventory and achieved solid traffic and conversion performance in its first year.