Saint-Gobain Point.P Occitanie: Equipping Store Salespeople with Qualified Artisan Lists, Trade by Trade, Zone by Zone

Context

Objective

• Geographic relevance: each store receives a list corresponding to its actual catchment area, not a theoretical administrative division.
• Trade relevance: segmentation by artisan type, consistent with store departments and offerings (a store focused on structural work ≠ finishing work).
• Immediate actionability: each contact directly usable, which implies a high rate of mobile contact details, the only truly effective channel for this target.

Our Uclic Approach

Project conducted in 4 phases, with a constant objective: to deliver a database directly usable by store salespeople, without any intermediate reprocessing steps.

1. 01

   Defining catchment areas per store

   Precise mapping of the effective catchment area for each Point.P store in Occitanie: road accessibility, artisan density, competitive presence. Ensures that each salesperson receives a list corresponding to the artisans they can genuinely serve from their point of sale.

2. 02

   Multi-channel sourcing of active artisans

   A sourcing system combining several public and professional sources to build an exhaustive database of active artisans across all relevant Point.P trades: masonry, roofing, carpentry, plastering/drywalling, plumbing, electricity, painting, insulation, landscaping. Real activity control (operational existence, legal status, seniority) to exclude dormant structures.

3. 03

   Enrichment and qualification of contact details

   Critical step: enrichment with direct contact details, particularly mobile phone numbers. A multi-source enrichment system calibrated for this target type, with systematic quality control. Framework compliant with B2B practices applicable to professional prospecting.

4. 04

   Operational delivery

   Databases delivered store by store, in a directly usable format: one file per store, segmented by trade, with identification, location, and contact details. Each store received a deliverable adapted to its reality, not a raw regional database to be reprocessed.

Results

• Full coverage of the Point.P Occitanie network, with a dedicated database for each store in its own catchment area.
• Several thousand qualified artisans identified and characterized at the regional level, segmented by trade.
• ~70% of contacts delivered with a mobile phone number, an exceptional coverage rate for a historically difficult target to reach. Transforms salesperson productivity: direct call instead of a switchboard, SMS rather than an unanswered letter.
• Homogeneous commercial approach across the entire regional network. Reduces dependence on the individual knowledge of each salesperson and allows sales management to steer a coordinated prospecting dynamic.
• Reproducible method to maintain and update the database over time, as the local artisan landscape evolves.

“The challenge was not just to have a prospect database, but to have a database that salespeople can open in the morning and use immediately in the field. That's exactly what Uclic delivered to us.”