Case Study: FRID + Russell achieves data-driven growth and improved customer retention with sales-i

The future is looking positive for growing Ontario based business product supplier with the help of sales-i

FRID + Russell, an Ontario‑based business products supplier established in 1947 and carrying more than 100,000 SKUs, faced a scaling problem: a growing customer base and vast product range made manual data analysis, lengthy reports and spreadsheets untenable. To modernize their sales process they adopted the sales performance tool sales-i, introduced to the team just as Sales Manager Christian Cardo joined.

By implementing sales-i, FRID + Russell gave their eight‑person sales team instant access to customers’ purchasing habits, the ability to drill into accounts, and automated budget vs. monthly/yearly reporting—eliminating time‑consuming manual processes. After just over three years with sales-i the company reports smoother, more focused selling, improved customer retention and greater product penetration, with everyone working from the same data.

FRID + Russell

Christian Cardo

Sales Manager