CASE STUDY: GreenThumb
Sector Lawn Treatment
Job function Marketing
Task Franchise Territory Management
GreenThumb was the first lawn care company to operate in the UK, and celebrating its 25th year,
continues to be the pioneer of lawn treatment across the British Isles.
GreenThumb is the largest, and most recommended, lawn care company with over 200 branches nationwide. Lawn operatives carry out in excess of 2 million lawn treatments every year.
With the company going from strength to strength, a new branch opens every month, servicing over 400,000 lawns every 10 weeks.
GreenThumb needed a robust mapping system which would support franchise growth and aid expansion plans across the UK. With 140 franchised territories in 2006, it was vital that GreenThumb had clearly defined territory boundaries, at a detailed level of postcode geography.
Within each of these boundaries, they wanted to be able to assist the franchisees by pinpointing the location of both existing and lapsed customers - to support leaflet distribution and canvassing activity. Franchise Territory Reporting was also a key requirement and the following information needed to be included;
- Territories Sold, Territories Owned by GreenThumb, Territories for Sale, Territories Available etc.
- An indication of how many customers are currently being treated within these territories by adjacent franchisees.
To strengthen the analysis per Territory, geodemographic data was required along with the number of semi detached and detached homes within each Postcode Sector.
GreenThumb elected to proceed with the Geoplan GeoAnalyser solution to achieve their objectives.
Dwelling Type Census data and the ACORN Geodemographic data at output area level were also selected to help segment the market for franchise territories, and the Geopoint XT unit Postcode dataset was used to accurately position postcodes at local and street levels, for activities such as Leaflet Distribution and Canvassing.
The system also enabled the production of Franchise Territory Maps using point mapping and thematic mapping in order to depict the potential within a franchise area to aid decision making and
encourage growth. ONS Output Area Level geography offered a more detailed alternative to Postcode Sector and ensured that the information was specific enough to cater for the market.
Read-only MapViewer systems are used in the Franchise Development Department as a detailed reference tool without the requirement for training.
With impressive growth of 60 franchise areas over the last 4 years, aided by the Geoplan solution, GreenThumb remains the market leader.
- Increased revenue.
- Saves resource and associated cost.
- Faster planning process.
- Excellent Support.
- Industry Standard Data
- Key tool to support growth and provide a means of visualising target areas.
- Visualise territory locations for internal management and franchise decisions
- Improved geographical efficiency of territory creation and management
- Enhanced Intelligence and provision of greater data and detail in the form of Output Area Details and Geopoint XT.
- Ability to Identify gaps in current coverage.
The Geoplan solution we now have has enabled us to have a far better understanding of our territories and franchises. Their professionalism knows no bounds.