> > F E AT U R E
KEEP THEM
COMING BACK
THE VERY NATURE OF PRINTER CONSUMABLES MEANS CUSTOMERS HAVE TO COME BACK FOR MORE.
“Many dealers are already against the big players. Also, more ink, or stop to pick up a retailer too. The fact that all
selling printers and their unlike hardware, a very couple of pounds’ more impulse Kodak All-In-One Printers
associated consumables and minimal amount of product buys when they’re with you, can be filled with just two
seeing the benefits of this,” knowledge is required by you’re getting feet through ink cartridges means that
remarks Peter Knowlden, store staff to make a sale, so the door and increasing retailers don’t need to stock
Retail Sales Manager at there is little risk of consumers your opportunities to market a wide range of inks, taking
Beta Distribution, “but there occupying too much of staff’s anything and everything you up valuable retailing space
are those who still are not valuable time.” offer. and potentially confusing the
exploiting the category.” This time can then be spent Consumers are also becoming consumer as to which is the
“The available margins to the talking up the products which more aware that home printing correct cartridge to buy.”
dealer are not to be ignored do need the extra sales pitch, is cost effective and convenient “Profiling, which is the
– it is quite common for the doubling up on the sales for them. The Kodak InkJet way printers recognise and
cash margin on a consumables benefits here. campaign highlighting the high correspond with the paper use,
purchase of around £40 to be “In order to get the most from price of inkjet printer ink, for helps to achieve the best results
greater than that of a £400 the category, dealers will example, which ran extensively with home printing.”
camera purchase.” need to align themselves with in 2009 proved a great “Good knowledge of this and
Put so simply, it’s easy to see the right distributor who can success. products which complement
why these seemingly incidental provide the full range of brands In 2009 the inkjet printer each other in this way provide
sales are such an important and products and be able to market declined by -1%, by a fantastic opportunity for
part of any business. If you’re supply them all on a next-day volume, according to GFK cross-selling consumables with
not already offering enough basis. retail audit data. Kodak’s sales printers and encouraging loyal
in this area to be making This is particularly important actually grew by 184% in the aftersales.”
a considerable profit, the for consumers who may have UK. The very nature of consumables
investment is relatively low and an unusual/older printer which “In addition to the cost of means customers have to come
the return high enough that takes a rare consumable which Kodak ink allowing the back for more. Ensure that
expanding your range and the dealer may not keep on the customer to save up to £75 you’re always where they shop
stock seems the only sensible shelf. The best distributors will a year,” says Craig Bird, for supplies, and you create a
way forward. also offer a drop ship service Marketing Manager at Tetenal, nice stream of income for your
“Consumers are all very aware direct to the consumers home, “there are benefits for the store.
of the exact price of a camera, avoiding the need for 2 visits to
lens or accessory, but far the store.”
less aware of the price of a This last point in particular
particular ink cartridge or pack os a great value-added
of photo paper,” continues service to be able
Peter. “So, providing the dealer to offer to your
has reasonably competitive customers and, if
pricing, the consumer is highly handled by the
unlikely to play the “I can buy it distributor, poses
cheaper on the internet” card.” no extra cost or
“Success in selling consumables effort to you in
is largely driven by choice the shop.
and availability… if you have The likely increase
what the customer wants when in sales offered by
they walk in the door, they are bundling products
unlikely to feel the need to shop and introducing
around and will probably buy it loyalty schemes
on the spot. Money in your till!” (particularly on
“Unlike hardware, print cartridges)
manufacturers channel make these items an
all consumables through ideal promotion to encourage
distributors to all retailers, so customers back into store
this is one area in which small regularly.
dealers are not disadvantaged Even if they only purchase
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