DISTRIBUTOR PROFILES: BRIGHT RED ENTERTAINMENT / IDEAL BRIGHT RED ENTERTAINMENT
This Milton Keynes-based distributor has been in the industry for over ten years. Dominic Sacco finds out about its plans for non-traditional retail
WHILE most
distributors tend to provide goods only to specialist game
retailers, websites and supermarkets, Bright
Red Entertainment is going one step further.
The firm has just laid out its plans for distributing games to non- traditional retail outlets such as garden centres, petrol stations and newsagents.
Its Game Depot initiative kicked off in garden centre chain Nottcutts last month, and is being followed up by a deal that will supply a chain of 100 newsagents across the UK. The target is for 300 Game Depot branded FSDUs in circulation by March 2011.
But that’s not all the distributor has been doing this year. Bright Red Entertainment’s MD Danny Russell tells MCV: “As well as
IDEAL SOFTWARE
launching Game Depot into the non-traditional marketplace, we have launched our value triple pack business into key UK supermarkets and we have signed up the prestigious Shure range of earphones and headphones. “All of this has complemented our long standing overstocks and clearance business.”
BRIGHT IDEAS Bright Red Entertainment supplies UK retailers with product for campaigns, promotions, bundles and more. Its value triple pack offering is also tailored to each retail partner. Considering the economic downturn and rising costs, has Bright Red seen any specific challenges over the past year? “We have always been very diligent when it comes to controlling costs – every business needs to have excellent housekeeping,” adds Russell.
Award-winning hardware and software distributor Ideal Software caters to both indies and nationals. Dominic Sacco talks to head of buying Paul Williams about its challenges and achievements
EVER-EXPANDING Ideal Software has been running for almost two decades, and has built a strong reputation for its high
standards and reliability.
The company was voted NASCR Software Distributor of the Year in 2002 and 2005. It distributes a wide range of products including controllers, budget games and memory cards.
DEALING WITH THE ECONOMY Despite tough economic times, Ideal hasn’t had to take any cost-cutting action within its business. “Every day is a challenge, especially with the VAT increase due in the New Year,” says Ideal Software’s head of buying Paul Williams. “However, we haven’t had to implement one cost-cutting
40 November 12th 2010
technique. We still run with a £100 minimum order and can still provide our famous service that we have in any previous year.”
DEALING WITH DIGITAL Ideal Software isn’t phased by the rise in digital distribution. In fact, as it continues to grow Ideal says digital avenues are something it could embrace.
Williams adds: “Digital distribution and real time game streaming is the logical next step. If it becomes mainstream and Ideal becomes extinct as a physical boxed distributor, then so be it – it’s progression and evolution. “To exist within this industry you have to embrace and find the angles to grow with it. It’s not yet an overcrowded market as that will happen when everything is download-only, but it will find its own balance in time.”
“ “
We still run with a £100 minimum order and provide the service we have in previous years. Paul Williams, Ideal Software
Ideal Software isn’t phased by challenges or new directions for the industry – instead it remains committed to delivering a solid distribution service. “We seem to continue to expand all the time,” says Williams. “For the last 12 months we have achieved again, with 100 per cent service, 100 per cent commitment to our customers and 100 per cent honesty all while continuing to save them money.”
DEALING WITH THE FUTURE Ideal Software feels the days of exclusive distribution are numbered. “How can a distributor charge more than retailers but hide behind the exclusive model and basically hold small stores to ransom?”adds Williams. “Nowadays this seems dated and completely undermined as the exclusive price is – most of the time – higher than at retail.”
www.mcvuk.com Red Distribution: 01908 582 477
The firm has plans to distribute games to non-traditional retailers such as garden centres and petrol stations.
“The challenge to all distributors is to make sure you are offering your account base what they need at the right price at the right time. We are constantly looking to evolve our business to meet our customers’ needs. “We hope that everything we have put in place this year maintains and grows our business through what we predict will be a transition period for our industry.”
Ideal Software: 01767 689 720
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92