Workwear Group & CROSSMARK: An 8+ year partnership that has supported range expansion from a bay to an aisle
CROSSMARK's partnership with Patties has evolved from a shared to dedicated team and go-to-market model for the indies channel.
Hardware
Workwear Group are a leading workwear solutions provider, with a range of footwear and apparel brands including Hard Yakka and King Gee
CROSSMARK uses data to drive and optimise execution for Workwear Group – ensuring the right people are in the right place at the right time, so issues can be identified, rectified, and reported at rapid speed
Insights
- Apparel and footwear behave differently to most hardware categories – customers try items on and rarely put them back tidily, so the aisle needs constant attention to stay shoppable
- An untidy aisle affects sales - shoppers are more likely to walk past a messy bay rather than search through it
- A messy aisle can happen in a matter of hours or minutes - Workwear Group needs a partner that responds to agile requests and schedules calls around when stores are busiest, not a fixed rhythm
Strategy & Solution
CROSSMARK uses data to drive and optimise execution for Workwear Group – ensuring the right people are in the right place at the right time, so issues can be identified, rectified, and reported at rapid speed, giving customers the best possible experience in store, every day.
Data-driven prioritisation
Weekly auditing identify exactly which stores and bays need attention, directing the team's time to where it has the most impact rather than spreading effort evenly
Sales-led visit frequency
Visits are prioritised by store sales importance, not just size. Key stores receive multiple visits a week - timed early and late in the trading week, to clean up weekend disruption before it costs a week of sales, and to stay ahead of promotional resets
Agile and flexible model
Our team work to turn around critical requests in days - trade event support, urgent relays, seasonal promotional rollouts (summer and winter apparel racks)
Reporting
StoreTrack provides Workwear Group with reporting and competitor insights and builds custom reporting to answer specific questions - freeing the team to focus on strategy rather than data-gathering
Results & Take-Aways
The partnership has supported Workwear Group’s expansion within Bunnings over our 8+ year partnership
Range and footprint growth CROSSMARK has supported Workwear Group as their range has grown from a single promotional line and a small bay to a comprehensive apparel and footwear offer, now filling an entire aisle in larger-format stores
Average of 9.6 NPS across the last 6 surveys Workwear Group has consistently scored CROSSMARK in the nines for Net Promoter Score across multiple survey periods Workwear Group has grown to become one of CROSSMARK's largest clients by spend, moving up to a top three-to-four ranking
Strong working relationship Workwear Group went to market with a competitive retender and cost review, and chose to stay with CROSSMARK
Average of 9.6 NPS across the last 6 surveys
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