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.

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The Problem

Aprilia UK wanted to investigate mapping products for more operational planning of dealer locations and understanding performance as they realised they 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.

Two key initiatives needed addressing - "where should they place the dealers?" linked to an overarching objective to understand and increase dealer performance.

"We chose Geoplan because the software is easy and instinctive to use, would easily produce the results we were after and could be utilised for more detailed studies in the future. It was expandable, easy to understand and the results were easy to interpret."

Ian Wilson - Dealer Development Manager - Aprilia UK

The Solution

Geoplan mapping software was introduced for use by the Dealer Development Manager along with Motorcycle Industry registration figures and competitor location datasets.

The unique territory analysis functions help Aprilia understand where their customers are, analyse territory performance, define optimum dealer locations and optimise territory structure.

Aprilia are also able to review performance by dealer or Postcode and review industry performance on a monthly basis via a pre-set range of heat maps and charts.

Developed specifically for Hermes, the system provided:

The Benefits

  • Gain an understanding of where their customers are.
  • Reduce cost and improve sales performance and return.
  • Identify areas of overlap, waste and opportunity.
  • Define optimum dealer locations and improve territory performance.

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