CROSSHIRE REACHING THE CONSUMER


Another year almost done, and I think it fair to say that the feedback that I, and the EHN team, have experienced over the past year shows that our industry is in good shape. New or enlarged depots seem to be on the increase and our industry is certainly doing its bit to reduce the unemployment figures!


Our suppliers also report good sales and affirm their confidence in us by filling the available stand space at the Executive Hire Show next February. Whilst I know that there will be a lot of very attractive ‘Show-only’ deals around, the question that looms large is not whether to increase inventory, but on what?


When we were a young industry and we all trooped off to the old Hirex shows at Wembley, there was a lot of talk about the hire trade gathering a good income from the DIY market - good old Joe Public, now universally wooed as ‘the consumer’. Our colleagues in the more mature North American rental trade were known to derive significant revenues from such consumers, and heavily promoted their stores on local radio and similar media.


With a few exceptions, it is fair to say that the consumer market remains elusive to many UK hire outlets, with overburdening consumer legislation, longer opening hours and unsuitable premises all often cited as negative factors in pursuing this type of business. Some hire outfits actually choose to decline it completely.


Recent statistics from the builders’ merchant sector appear to uphold the view that sales with ‘trade’ customers are growing at quite healthy levels, but consumer business is flat. Many of these merchants have recently invested heavily in their hire fleets, but the emphasis seems to be on the needs of their traditional core of punters. At least one of the large DIY ‘sheds’ has actually now set up a separate section of their stores for trade-only business, actively competing with the established merchants. Is this because consumer figures are on the decline, particularly for heavy side materials for extensions and renovations? I suppose you have to flog a lot of fairy lights and pot plants to make up for the lack of new kitchens, bathrooms and the like!


So, as you look at all the shiny new kit in February, how important is it to consider the suitability and promotion of products to the DIY market? Even with household disposable incomes being hit on many fronts, there is, surely, a customer


56


base out there that our industry really has not addressed properly for the past 30 years or so.


Many families seem to spend a lot of their leisure time, particularly at weekends, visiting garden centres and DIY stores. It is a cheaper way of getting out of the house than going to a theme park or similar attraction. They may not buy much on each visit, but they do get ideas. How many of these householders have ever been round a hire yard? Not many, because they are either closed or uninviting, and there is a perception that staff will ‘talk down’ to them when making enquiries.


“Some hire centres are uninviting, and there is a perception that staff will talk down to consumers.”


One hireman I know says that his female counter staff tend to close more consumer enquiries than their male colleagues, a fact that he puts down to patience. Perhaps our staff training methods need tweaking! Our industry is looking for growth, and there has to be an opportunity to emulate our colleagues in other English speaking countries where consumer business is mature and repetitive.


With the Executive Hire Show approaching, now is the ideal time to consider how we grow this market. The more of us who actively encourage consumers, the greater the benefit for the whole industry. Our suppliers have proved themselves to be innovative with products that are both trade and consumer friendly; how many passionate hirers will invest accordingly and promote themselves to this underrated customer group next year?


Best wishes to all hirers and suppliers for Christmas, and a profitable New Year to you all.


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