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COMPANY PROFILE
customers in a professional manner." solid business development team of five out there. It's a crowded market place and I ask David if
Roadshow visitors were able to acquaint They shake the tree a little bit. They're not targeted there is still room for all of the distributors?
themselves with the five new brands added to on new business. They are out there to talk to "Bluntly, no," he tells me. "But we love
PenCarrie's existing portfolio of 50 - Dunlop existing customers and to give feedback to Andrea competition! It keeps us grounded and focused
Workwear, Lee Cooper Workwear, KooGa, to react. They have also been able to permeate the to do better."
Craghoppers and Lewis Print. PenCarrie will also market with any new services we offer like online David admits that last year's global financial
be adding further brands mid year. ordering, showing customers how to access that." crash caused a few anxious moments in the
I ask David if there's too much choice now? PenCarrie introduced online ordering over a year boardroom – although the company's own
A lot of brands are consolidating this year, he says. ago. "A third of customers absolutely revel in it. finances and streamlined operations stood them
"But now, we are also a little bit more cute about Another third might say, I'm probably going to get in good stead.
what we take. Also, one of the functions of our around to that. Another third prefer to speak to "It was a question of working harder and
blank website is that you can switch off products if someone in customer services. They want that keeping the faith," adds David.
you want to. If you only want to show five polo contact. And that's all fine. The day that PenCarrie "We have a saying – there's only one way, and
shirts, you can switch off the rest. I totally says you can only order online will be a dark day, that's the PenCarrie way. If that means we can't
understand why you would only want to show five because that is not what PenCarrie is all about. do it because there's a compromise in amongst
polo shirts." "There has to be a balance. There are obvious that, we won't do it.
Aside from its huge stock-holding, PenCarrie's benefits to online ordering. But if someone wants "When you use PenCarrie, you open the door to
customer services department is a shining example to speak to Andrea about their order and talk not only a good service with good products and
to the rest of the about their son's birthday and generally have a everything being delivered on time, you also open
industry. Is that chat, great, because that's all part of what the door to nice friendly people, good marketing
your USP, I ask? customer services do." tools and the whole package."
"It depends who
you ask in the
company," says
David. "If you ask
Tony Lock what's
Full of inspiration
your USP, we're a
fulfilment
company. We just
get the right box, for the year ahead
with the right kit
in it, to the right Tony Lock, PenCarrie's managing director, off J30 of the M5
address at the
Andrea Charteris
comments: "PenCarrie On Tour was developed so at Exeter.
right time. To our that we could bring PenCarrie closer to Warehouse
customer services manager, Andrea Charteris, we customers' doorsteps, showcasing at a local level capacity steadily
are, of course, a customer-focused organisation. I all our new for 2010 products, including those increases; stock
am in between the two. We are a fulfilment from five new brands. We were delighted to see levels are kept
Tony Lock
company with fantastic customer services, good so many customers, new and established, at the high.
marketing support and everything else. various events; and we are grateful to the many
•
In-house marketing department set up.
"At this moment in time, I think stock holding is brands who supported the series so
•
In-house IT department established to develop
our biggest USP. You hear other people saying wholeheartedly. We were also very pleased that internal systems and provide day-to-day
they've got a shed that can hold £10million worth Gordon Glenister of the BPMA and online troubleshooting support.
of stock – we've had that here for three or four marketing expert Matt Davidson of Goldladder
•
2001 First stage of integrated computerised
years and in a smaller shed – but it's not just were able to join us throughout, giving free systems for customer services and warehouse.
about that. business advice to visitors on a one-to-one basis.
•
PenCarrie website launched. Warehouse
"It's about proving the fact that when the phone The atmosphere at all venues was generally capacity reaches 110,000 sq ft.
rings – if our suppliers are keeping their end of the 'buzzing' and there were excellent exchanges
•
PenCarrie blank website (which customers can
bargain, we can keep our end of the bargain." with customers about the products, the marketing incorporate into their own) is launched.
PenCarrie's picking accuracy is unrivalled in the tools and the support that PenCarrie offers at an
•
Stock holding is increased to over £10 million
business, at 99.7%. individual level, as well as discussing business in in value (and this level of stock is maintained to
"Many people in our industry and in retailing in general. Initial feedback indicates that many this day).
general can't understand how we do it," says people came away from the events full of fresh
•
The ebrochure builder is launched (a free-to-
David. "It all comes down to Paul (Persey). He is inspiration for the year ahead." customers business tool available through the
very robust when it comes to systems. And they website).
have become better because of advances in IT.
John Mallett, our warehouse manager, is not PENCARRIE TIMELINE
•
New managing director, Tony Lock, is appointed
and Paul Persey becomes Executive Chairman.
scared to embrace IT which is evident at every
•
New Business Development manager Graham
stage – from unloading and storage of goods to
•
PenCarrie founded by Paul Persey. The Burgess joins the company.
their despatch." customer services team were his wife Caroline
•
On-line ordering is launched. In the
For example, warehouse staff wearing headphones (known as Carrie), Caroline’s sister Penny (Pen) warehouse, random storage is introduced,
are guided to picking points by a computerised and Andrea Charteris (whom many may maximising space; and a new voice picking
voice system, nicknamed Doris. Checks and cross- remember as Andrea Reynolds, before her system is introduced, increasing pick rate and
checks are built-in to the system. marriage). accuracy. The marketing team set up two ‘Sneak
"Accuracy is so important because every time an
•
Move to larger premises with 17,000 sq ft of Previews’ in Birmingham and Ireland for
error is made, it costs us. Accuracy is key and also, space. showcasing new products for 2009.
it's key to the customers."
•
PenCarrie is the first distributor to publish a
•
Logo Decorator – another free service to
Are customers loyal to PenCarrie, I wonder? printed catalogue. The 2010 PenCarrie brochure customers using the website – is launched. Later,
"The decoration market in the UK is a pretty fixed has 312 pages featuring more than 1,600 in November, based on the success of the Sneak
beast," says David. "On average there are products from over 50 brands. Previews in 2008, the PenCarrie On Tour series of
probably 7000 to 8000 companies out there
•
Move to 42,000 sq ft building, still in vicinity five much-expanded events takes place across the
decorating garments. Until three years ago, we of Exeter and with easy access to M5. UK (see main article and comment by Tony Lock
never had a team out on the road. Now we have a
•
End December – move to present location just in separate panel).
www.printwearandpromotion.co.uk January 2010 | 47 |
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