A fragmented vision

Tryba is a major player in custom joinery, with over 300 points of sale across Europe and the ambition to reach 400 by 2030. But behind this dynamic growth, a structural problem emerges: the complexity of territorial management.

Sébastien, CRM Director, has a front-row seat. He relies on three different solutions, one for each product line (windows, conservatories, skylights). He spends considerable time aggregating and consolidating data.

With over €30 million invested in network development, the lack of a consolidated vision becomes a profitability risk.

Internal tools that hold things back

Internally, the pressure mounts:

• Network managers demand precise dashboards to manage their territories.

• Headquarters wants a strategic view of locations and performance.

Sébastien is constantly solicited, but cannot respond with the expected speed. The existing tools — Excel, internal systems, manual reporting — do not allow for an efficient, structured response.

Network performance management becomes unclear, exclusive zones are poorly defined, and decision-making becomes haphazard.

Time to centralize information

To move to the next level, Sébastien decides to centralize everything. He sets up a single reference system, bringing together data from all the group’s brands.

With the support of a geomarketing tool, he rebuilds:

• A clear mapping of territories,

• A 360° view of local performance,

• Intelligent dashboards for network managers,

• Synchronization across departments (CRM, expansion, marketing).

A visible transformation

The benefits are quickly apparent:

• A clear understanding of who does what, and where,

• Better allocation of development zones,

• Controlled territorial mapping, enabling anticipation of tension or saturation areas,

• Stronger collaboration between headquarters and the field, thanks to a common and reliable data foundation.

The time saved on operational tasks allows the CRM team to focus on higher-value activities: strategic analysis, development support, and future partner recruitment.

Thanks to this methodological overhaul, Tryba now has a stable, scalable, and replicable territorial model.

This model enables:

• Securing investments related to expansion,

• Guaranteeing fairness and performance across exclusive zones,

• Professionalizing the dialogue between franchisor and franchisees,

• Effectively supporting the scale-up to 400 points of sale.