The $2.3 billion commercial kitchen-replacement-parts industry was consolidating to three big players. One of the three was our client, AllPoints. They wanted our help establishing ownership of the market’s non-OEM segment (that’s industry-speak for “generic parts”) so the remainder of the big three could battle for the OEM (brand-name) space.

When our strategy team took a closer look, they called an audible. We found that the competition wasn’t actually the other two major players—it was the thousands of local mom and pops!

A customer base that valued efficiency and reliability had no interest in navigating through multiple specialists for each of their specific needs, they were desperate for a one-stop-shop they could trust.

Our creative solution: we transformed AllPoints into The Place for Replacement Parts

RESULT: The new work has just gone live; check back soon