The Challenge
A leading manufacturer with a strong presence and performance in its primary retail channel faced stagnating growth in a secondary channel. The client aimed to accelerate growth but lacked a clear understanding of the secondary channel overall and how their brand was positioned within it.
They company needed deeper insight into the channel’s dynamics to inform both near- and long-term strategy, and to determine how it differed from their primary channel.
The Approach
CRC Analysts implemented a three-pronged research strategy, engaging multiple stakeholder groups to build a comprehensive view of the secondary channel and the client’s position within it.
Active Industry Contacts
We leveraged our industry contacts to engage directly with active manufacturers and vendors selling into the broader category. These conversations provided perspective on best practices within the channel, supported market sizing for the secondary channel relative to the broader market, and helped establish a foundation for the remainder of the project.
Retailer Leadership
Using our client’s database, we engaged owners, C-Suite executives, and senior management within the secondary channel. Through qualitative and quantitative research, we gathered input from decision makers to better understand purchase criteria, brand perception, and channel priorities.
Secondary Channel Panel
We partnered with our third-party vendor to expand our reach to additional decision makers within the secondary channel. This broader dataset enabled us to quantify the total addressable market (TAM), assess brand reputation, and better understand the broader strategy dynamics shaping the secondary channel.
The Results
We delivered a clear, actionable view on category entry viability, including:
- A validated view of the secondary channel’s total addressable market and growth potential, reinforcing the scale of the opportunity
- Identification of structural differences between the primary and secondary channels, including purchasing dynamics and competitive positioning
- Insight that brand equity was not the primary barrier to growth, shifting focus away from rebranding and toward operational execution and service
- Clear direction to expand and refine product offerings tailored to the needs of the secondary channel
This work provided the client with a data-backed foundation to confidently evaluate the investment and align on a path to value creation.
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