The Challenge: Brands Often Know Less Than Their Retailers
In most categories, retailers have more market information than the brands they sell.
They see what sells every day, while brands see only delayed reports or partner feedback.
Dunlop wanted to change that.
To grow in North America, the team needed to understand:
- where consumers were starting to look for boots,
- which channels mattered most in each region,
- and how demand shifted before it showed up in sales.
Without that early visibility, distribution decisions relied on assumptions — making it harder to choose the right partners or approach retailers with confidence.
The Shift: Trendata Shows Demand Before It Shows in Sales
Trendata doesn’t track what people buy.
It tracks what people are beginning to look for — their orientation behavior.
This allowed Dunlop to see:
- which channels consumers were turning to,
- how interest varied between the US and Canada,
- and when seasonal changes caused demand spikes.
Instead of reacting to sales reports, Dunlop could act on early signals of shifting demand.
This created something rare in retail:
An information advantage for the brand.
The Insights: From Supplier to Knowledge Partner
With this early visibility, Dunlop entered retail meetings differently.
Instead of asking for shelf space based on brand strength, the team came with unique insights retailers didn’t have:
- where consumers were starting to orient,
- which channels were gaining traction,
- and which opportunity areas were growing in specific regions.
This shifted Dunlop’s role from supplier to knowledge partner — someone who brings valuable intelligence into the conversation.
Instead of having an information lag, Dunlop now had an information lead.
The Impact: Better Decisions, Stronger Retail Presence
With orientation data guiding strategy, Dunlop was able to:
- focus on the channels with the highest potential,
- present clear evidence during retailer negotiations,
- strengthen partnerships based on shared insight,
- And expand its presence in both the US and Canada.
Key Result:
- Successful expansion into US and Canadian retail channels
