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BUSINESS MONITOR
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they do is aimed to achieve more sales for They also hold customer events, principally
decorators. Stocking over 1500 products from linked to new product launches. These give
It’s commonsense attention to detail and the more than 50 brands they hope to be seen as a customers the chance to meet key personnel from
customer is impressed and reassured that he one-stop shop for the decorator. Massive PenCarrie and from the brands in a relaxed
chose the right supplier. Note, too, that “invisible stockholding and fast accurate delivery are also environment, and to see and to have the
marketing” has invisible costs. crucial pieces of sales support. opportunity to handle the new clothing and
Ridley says that too many sales people can see They provide a variety of support materials are accessories that are becoming available.
the problem, not the opportunity. A short deadline also available to customers. The main brochure They also work closely with the brands they
or a short run should be treated as a challenge. If can be customised in a number of ways to allow represent and from time to time jointly promote
you don’t want to hear “no” yourself, the aim decorators to present it as their own. The website specific (often seasonal) products to customers,
should be never to say it to a customer. (which is password protected and available to perhaps via a specially produced brochure or by
BTC Activewear never supply direct to the trade customers only) has all the product sending out product samples.
end-user but to its suppliers (decorators, gift information plus up-to-the-minute stock Fruit of the Loom sell through wholesalers
houses, workwear specialists and school outfitters) availability. Decorators can use the website to most of whom offer next day delivery and no
who therefore know they’ll never be competing build mini e-brochures to send to an individual minimum order. This helps the decorator’s flexibility
with a supplier. They and cashflow but more than
provide a variety of sales that it offers the widest
support: catalogues with range of sales opportunities.
or without pricing;
individually designed e-
The best and fastest ways of getting
Imagine how many retailers
would love to avoid stock
mail flyers; support with
all the right messages acr
POS for showrooms; web
“
oss to a potential
holding yet still offer infinite
choice.
links to their main buyer is to give them a decorated sample Fruit of the Loom
website; on-line ordering;
attendance at customer
because it shows commitment to the sale. You
produces a wide range of
marketing materials, which
open-days. They also
should also do your homework – know as
are available free of charge.
regularly provide sales As well as a comprehensive
training. much as possible about the client before you product catalogue, featuring
Glenn Hyams of BTC
Activewear says that,
sit in front of them.
all of the styles in the
activewear collection, they
while you can’t beat
sitting in front of
”
provide flyers, showroom
posters, wallplanners, swing
customers, he is convinced the future is web-based tags, stickers and point of sale presentation aids.
sales and is surprised that in a hi-tech industry the customer or to use as an e-mailshot to generate Decorators can also link to its website, which
transition is taking so long. Paul Stephenson of new business. includes a marketing toolkit which enables
October echoes that belief in the web as the best PenCarrie has committed heavy investment in decorators to customise their marketing materials,
sales driver in the industry; he also feels that the staff and training. The Customer Services Team e-mail catalogues to clients and produce a virtual
industry focuses too much on product to the who talk to customers on the phone on a daily sample.
detriment of service and personality. basis have extensive product knowledge and can Fruit of the Loom also runs targeted campaigns
PenCarrie is a multi-brand distributor selling help with product selection, if required. on behalf of its customers. In recent years the
only to trade customers specifically garment The company also has a three-strong business company has produced a dedicated Schoolwear
decorators. They are rigorous about this as it development team who spend their entire time visiting brochure, presenting photographs and information
safeguards customers and protects their margins. customers, to hear what they want and to provide of its schoolwear styles, copies of which were sent
They have the refreshing attitude that everything information and ideas to help them in their businesses. to every school in the UK (more than 30,000). The
catalogue contained no contact details for Fruit of
the Loom and schools were instructed to contact
their local Fruit of the Loom supplier (decorator)
with their orders. Any schools that did contact Fruit
of the Loom directly were given the names and
contact details of local decorators.
Emma Beeson of Tomato Source says that
customers want to hear about the service you can
offer to help them do their job better, to relieve
some of the pressure, help them achieve their
targets. Then you can help them choose the best
products based on their needs not just the lowest
price. In the current climate Beeson recommends
attention to after-sales service: retention of
customers is much easier than acquiring new ones.
continued on page 24
| 22 | February 2009 www.printwearandpromotion.co.uk
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