JEWSON
getting customer insight about their experiences with our businesses, and I think we’ve done a good job leveraging that.
“This is a project we are really continuing to drive forward. We need this deep insight into our customers, getting closer to them and understanding what it is they want from us. A lot of the effort has been around the ways our customers can trade and interact with us, product availability, product sourcing and the supply chain and a lot about customer engagement. We are looking at how we connect with our customers and how we maintain a national presence whilst focusing on local markets. Building distribution is still more or less a one- to-one relationship at the purchasing stage and that’s where the emphasis on local knowledge comes in.” Jewson Live, which was held at the NEC on December 15, is one of the biggest, and latest initiatives to get better at the customer engagement angle. It’s a massive way of engaging with a huge number of customers in one go.
“It has developed on from our conference and allied exhibition which gave a large number of suppliers the opportunity to present their products to our colleagues. We took the scale of that and thought what a huge value it would be for our suppliers as well as
BMJ January 2017
We need this deep insight into our customers, getting closer to them and understanding what it is they need from us.
“
us if we could give that same kind of a trade show to our customers.
Made for trade
“I’m really happy to say that it was a great success. It was ‘made for the trade’ and offered our customers the chance to have focussed discussions on all sorts of aspects of technical details or new regulations and how you link that to product availability. So, not only are the products going to be available – this is a Jewson show after all, so we won’t be showing products that we aren’t going to be selling – but in with the other products that we sell. “All of our other brands are represented at Jewson Live, even though it has the Jewson banner. So, team, but also the guys from sister-
brand Pasquill so they can talk to the customers about putting together the roof truss packages. On the sustainability side we have Greenworks, on the bathrooms side we have Graham, Ideal Bathrooms and CTD, our tile distributors. All complementary brands together out there explaining how customers can access all the products through Jewson, or directly, with the relevant companies if that suits their procurement practices better. “Many tradespeople are multi- functional now because they’ve had to develop that way. We can show them what the great offer is from Jewson, the truss offer from Pasquill, the plumbing offer from Graham, the tiling from CTD, the lightside offer from those businesses and so on. We believe it adds a huge amount of value for customers to be able to tie in all the separate elements like that under one big Jewson umbrella.
New thinking
“We chose December partly because it is a quieter month for the trade, are planning what to do in a year you should do it before the old year is out. In general, it’s a good time for people to come along and think about new things. Then, when in the New Year they are talking to their clients about building the new houses, they have the information fresh in their minds. “This year we had over 450 special trade deals at the show which we didn’t have last time, so there was even more reason to come. We bussed them in from the regions and our sales people came with them, so it’s a real day out.” of his favourite days of the year. “It’s great, just spending time at the show, talking to customers and feeling the buzz and the energy. We also had the chance to talk more about Juice by Jewson, our rewards programme, which was launched at the show in 2015. Customers were able to redeem prizes at the show, so that they were getting something back from spend they had already made with us.”
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