CUSTOMERS AND INNOVATION
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Expanding the dealer network
To achieve more profitable and sustainable growth, Jotun is working to expand its Performance Coatings
distribution network and provide dealers with standardised, digital tools to help them succeed.
For decades, Jotun’s strong performance in the Decorative Paints
segment has relied on the company’s close working relationships
with a global network of dealers to generate predictable,
profitable growth. While Jotun has applied elements of this
successful business model to other segments in the past, the
company has taken bold steps in the last three years to develop
and implement an integrated dealer strategy for Performance
Coatings, especially within the Protective Coatings segment.
Dealer success story
Today, a significant share of Jotun’s sales and profits in the
Protective Coatings segment are generated by the company’s
global network of about 650 dealers and 40 distributors. With
an ambitious strategy now in place to expand its distribution
network and work more closely with dealers to help them
target both local maintenance and new construction projects,
Jotun is confident that it can both increase sales volumes and
profitability. With more dealers, Jotun can reach inaccessible
markets, increase the size of its sales force, reduce costs related
to warehousing and, more importantly, grow in the more
predictable local maintenance market. A more robust dealer
network also helps Jotun increase brand awareness and compete
more effectively against local competitors.
In addition to expanding the distribution network, Jotun
is working with dealers to help them become the most
professional, competent and efficient dealers in the industry. To
achieve this goal, Jotun has developed standardised solutions
and guidelines, such as the Dealer Business Manual and the
Dealer Competence Development programme, which have been
conceived to generate more sales, improve efficiency and enable
dealers to become more self-sufficient.
Customer portal
Jotun is planning to launch a customer portal, a platform where
dealers have 24/7 access to all the tools they need to succeed,
including product information, technical support and marketing
and training materials. The portal will also include a suite of
existing web-based ordering and dealer specification tools,
among other services. While the portal has been customised
for dealers in protective coatings, it will also serve as a useful
platform to support dealers in the Powder and Marine Coatings
segments. Jotun is confident that these steps will not only result
in a more professional, competent and efficient dealer network,
but also enable the company to achieve more profitable and
sustainable growth in the future.
DEALER NETWORK