Case Study

Simpson Strong-Tie

For more than 60 years, Simpson Strong-Tie has focused on creating structural products that help people build safer and stronger homes and buildings. A leader in structural systems research and technology, Simpson Strong-Tie is one of the largest suppliers of structural building products in the world.

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The Challenge

In Brand awareness, the challenge was to have the Simpson Strong-Tie brand sitting at the top of the diamond, and to establish market approval to put a new range into Bunnings at the earliest opportunity. 

The Solution

In pitching any solution to a Bunnings Buyer it is critical to frame the opportunity in the context of Bunnings KPIs, and in this instance the key metric was GMROI. Using the krunchbox GMROI report the Simpson team were able to analyse how to maximise Gross Dollar profit by optimising the mix of unit volume and price point. The team then analysed sales by product by store using the krunchbox drilldown functionality and were able to identify gaps in ranging. The culmination was a pitch to Bunnings that addressed all the key metrics – sales volume, Gross Profit and GMROI.

As a result additional ranging was approved, and the Simpson team enjoyed substantial sales growth over a twelve month period. 


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“We are a relatively small team, but krunchbox has given me the equivalent of a well-informed data team that I can access 24/7!” 
Anthony Toffoli
National Account Manager, Simpson String-Tie