LP And Marketing Leverage Surveillance At Northern Tool

By Matt Pillar, Integrated Solutions For Retailers magazine

Founded in 1981, Northern Tool Equipment has been quietly but steadily growing in the retail tool and equipment niche by offering great values and by out-leveraging its competitors as a cross-channel retailer. Its catalog and website are key components of a sales strategy that's driven by 66 brick-and-mortar stores in 11 states.

To look at Northern Tool from the outside, you get the impression this is a company on the cusp of "owning" its space. A deeper dive behind the scenes verifies that perception. The family-owned retailer is methodically and strategically investing in growth-propelling systems and operational upgrades across all channels. In its stores, a new intelligent video platform provides a shining example.