Rheem® Manages Customer and Supplier Data with Profisee MDM
Implementing MDM to adapt to a changing market and identify cross- and upsell opportunities
Name: Rheem
Headquarters: Atlanta, GA
Industry: Manufacturing
Customer: Since 2023
Data Types Mastered with Profisee
- Installer data
- Distributor data
- Retailer data
Founded in 1925, Rheem Manufacturing is a global leader committed to delivering innovative products that save energy and support a more sustainable future. Rheem is the only manufacturer in the world that produces heating, cooling, water heating, pool and spa heating and commercial refrigeration products, and is America’s #1 water-heating brand with products available in more than 80 countries. Paloma Co., Ltd. of Nagoya, Japan, acquired the iconic Rheem brand in 1988, and today the company’s portfolio of premium brands include Rheem®, Ruud®, Friedrich®, Raypak®, Sure Comfort®, WeatherKing®, Eemax®, Richmond®, IBC™, Intergas®, Splendid®, Solahart®, EverHot®, and MHG™, as well as commercial refrigeration brands Russell®, Witt®, ColdZone® and Kramer®, which are part of the Heat Transfer Products Group (HTPG®) division.
Rheem traditionally operated as two independent business lines: air products (heating and air conditioning) and water products (water heaters). For many years, this business model served Rheem well. However, product innovations and changes in the trades industry required Rheem to consolidate operations, particularly in sales.
Products that traditionally have little in common are now merging. For example, heat-pump water heaters — effectively a combination of HVAC (heating, ventilation and air-conditioning) and water heater technology — offer increased efficiency. And, being heat pumps, they produce cool air as a result of heating water.
Installers and contractors had also been historically separated and specialized. HVAC contractors specialized in heating and cooling, and plumbers specialized in water heaters. Like the merging technology, more installers are now multi-trade, doing both HVAC and plumbing or water heater work. This presented a challenge and opportunity for Rheem to cross-sell products across installers and distributors.
To address changing market conditions and realize an emerging opportunity to increase cross-selling, Rheem needed a way to get visibility into sales activity across both major business lines. Since each major business line ran independent systems, Rheem had no way to get this visibility in a reliable manner, particularly for existing distributors and installers who worked with both air and water products. The company decided to use master data management to break down data silos across the business and integrate the data for better visibility.
Did you Know?
Since 2019, Rheem's high-efficiency products have prevented an estimated 36.06 metric tons of CO2 emissions. That's the equivalent of taking 8 million cars off the road for a year!
THE SOLUTION
Rheem selected Profisee for its robust, multi-step intelligent fuzzy matching capabilities that would enable Rheem to consistently and continuously link distributors and across both major business lines. As new distributors and installers are onboarded — or as their service offerings expand to include multiple product lines — Rheem uses Profisee to continuously link transactions and sales activity across the entire business.
Now, for the first time, Rheem can feed these links to a set of sales and management dashboards in Microsoft Power BI. This not only gives leadership and sales teams up-to-date visibility into their top distributors and installers but also aids in targeting multi-trade businesses that could expand into currently unserved product lines.
THE WINS
With a complete view of transactions across business lines, sales and leadership can now create novel strategies to:
- Expand the business
- Cross sell effectively
- Segment top distributors and installers correctly
- Get a holistic understanding of distributor and installer performance
These new opportunities allow Rheem to drive expanded multi-trade and multi-business-line distributors and installers, properly segment top performers for pricing and retention and grow revenue, improve customer retention and margins and reduce the cost of customer acquisition.
“Since we’ve started to do master data management with Profisee, we now have visibility of a distributor across Rheem. We can see the business that we’re doing in air across all of our business units, the business we’re doing in water across its business units and now we have opportunity to upsell and cross-sell and find new revenue opportunities.”
Vice President of Enterprise Applications, Rheem
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