Commercial Resource Optimization
Optimizing commercial resources at Leroy Merlin and Bricomarche using sales, advertising, and merchandising data.
Business Context
Henkel distributes products through major DIY retailers including Leroy Merlin and Bricomarche. The challenge was to optimize commercial resource allocation while supporting local brand growth.
Strategic Problem
How, using sales, advertising investment, merchandising data, and sales force visit frequency, to optimize commercial resources at Leroy Merlin and Bricomarche while maintaining a dominant position and supporting local DIY brands?
Data Sources
Sales data, advertising investment metrics, merchandising KPIs, sales force visit logs, and competitive positioning data across retail channels.
Methodology
Cross-referenced sales force activity with commercial outcomes. Built optimization models to reallocate resources toward highest-impact touchpoints. Benchmarked performance against competitors.
Key Results
Delivered a resource allocation framework that maximized ROI across both retail channels. Won the BDD challenge.
Business Impact
Applicable model for any FMCG company managing multi-retailer distribution with constrained commercial budgets.