Case Study: 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.