Case Study: Northern Tool + Equipment achieves data-driven expansion and optimized site selection with Tango Predictive Analytics

Northern Tool’s Expansion Strategy Leveraging Data-Driven Insights for Informed Decision-Making

Northern Tool + Equipment, a family-owned retailer with more than 130 stores and a large catalog and online business, faced an aggressive five-year expansion plan focused on new Midwest markets like Kentucky and Ohio. To optimize site selection, minimize risk, and account for differing regional customer profiles, Northern Tool relied on a decade-long partnership with Tango and specifically used Tango Predictive Analytics to inform their growth strategy.

Tango implemented market-optimization models, machine‑learning and AI-driven location analytics that went beyond subjective site assessments, enabling Northern Tool to prioritize interstate-adjacent, free‑standing suburban sites and target high-potential market nodes. As a result, Tango’s data-driven insights improved the accuracy of projected store impacts, supported strategic infill and new-market decisions, and reinforced Northern Tool’s omnichannel expansion—helping the retailer adapt to post‑COVID demand shifts and accelerate retail growth alongside its e-commerce and catalog channels.

Northern Tool + Equipment