Aprilia UK decided recently that the timing may now be appropriate to investigate mapping products for more operational planning of dealer locations and understanding performance.
Two key initiatives needed addressing - "where should they place the dealers" linked to an overarching objective to understand and increase dealer performance, using the as a catalyst for action.
"We realised in 2007 we had no idea which dealers sold which bikes into which Postcodes. The additional problem was one of dealer targeting, with no scientific thought behind area performance.
Geoplan GeoAnalyser has been introduced for use by the Dealer Development Manager along with Motorcycle Industry registration figures and competitor location data-sets. Geoplan's unique territory analysis functions have helped Aprilia in understanding where their customers are, analyse performance in a given territory, define optimum dealer locations, define 'open points' and optimise territory structure.
Geoplan consultancy was employed to generate a 'current' view for Aprilia dealers, and Geoplan were then able to train the Aprilia team on how to review, adjust, and add to the dealer network. Aprilia are also able to review performance by dealer or Postcode and review industry performance on a monthly basis via a preset range of heat maps and charts.
"The solution was to allocate dealers territories and to set targets based on the local market. The training provided has been second to none I have called a few times for technical help and it has been pleasantly and swiftly provided, a service level that gives us confidence to recommend Geoplan to the rest of the company."
This analysis had lead ultimately to allowing Aprilia to identify areas of overlap, waste and opportunity, enabling them to reduce cost and improve sales performance and return.