? ? ? BACKGROUND A family-owned business, Northern tool is the ultimate destination for hard working do-it-yourselfers and professionals. The company operates 90+ retail stores in addition to its 35-year-old catalog business and online channel featuring over 40,000 products. CHALLENGES An established and recognized brand, Northern Tool had a strong foothold in the upper Midwest. However, with plans to expand into the South and Southeast, they needed deeper consumer insights related to these new regions prior to market entry. And while they had a well-established mail order business, the decision was made to invest in both eCommerce and bricks-and-mortar strategies as well. Despite owning valuable customer insights from their existing catalog business, Northern Tool needed

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