A regional building materials supplier partnered with Leading Edge to gain a clearer understanding of its position in a competitive and evolving market. The goal was to identify strategic opportunities to grow market share, strengthen its customer proposition, and explore the potential of new service models — including e-commerce and click-and-collect.
Objectives: Assessing Market Position and Customer Expectations
The supplier wanted to:
- Benchmark its market positioning and brand perception.
- Understand why tradespeople choose certain suppliers over others.
- Evaluate the strengths and weaknesses of key competitors.
- Explore interest in click-and-collect and e-commerce capabilities.
- Identify areas for service and product enhancement based on customer needs.
Methodology: Segmented Research with Tradespeople Across the Market
To gather meaningful insights, Leading Edge:
- Conducted 101 telephone interviews with tradespeople representing a wide range of customer types.
- Segmented the market into 12 distinct customer types, with deeper analysis focused on four priority groups.
- Captured both quantitative ratings and qualitative feedback to explore decision-making drivers, satisfaction levels, and unmet needs.
This detailed segmentation approach provided a nuanced view of customer behaviours, expectations, and brand perceptions.
Results: Actionable Insights into Supplier Selection and Market Gaps
The analysis revealed:
- The key decision factors tradespeople consider when choosing a supplier — including stock availability, price transparency, and service speed.
- Opportunities for differentiation by improving specific service features and strengthening product availability in key ranges.
- Customer interest in digital convenience options such as click-and-collect and basic e-commerce functionality — particularly among younger and multi-role trades.
Competitor analysis also highlighted where rival merchants were underperforming, offering the client a roadmap for improvement and competitive advantage.
Strategic Recommendations and Ongoing Market Tracking
Based on the findings, Leading Edge advised the client to:
- Refine its customer proposition to address the top priorities identified by tradespeople.
- Develop digital capabilities aligned with real-world usage patterns and expectations.
- Establish ongoing tracking of market share, Net Promoter Score (NPS), and customer feedback to support continuous improvement.
These actions were designed to future-proof the client’s strategy and provide greater agility in responding to market shifts.
Why It Matters in the Building Materials Supply Market
For regional suppliers competing with nationals and specialist merchants, understanding what matters most to local tradespeople is essential. This case study illustrates how targeted customer research and competitor benchmarking can uncover real growth opportunities, validate investment decisions, and ensure long-term competitiveness in a fast-changing industry.
