SHOPFLOOR ANALYSIS | Choosing the right supplier


value


(affordability


that


suits


their


business status and model)”. There are also a number of other service suppliers too, including fabricators, buying groups, and business support services that can make a huge difference to the delivery of projects and profitable running of the retailers’ enterprise.


In order to get some stats on the priority given by


retailers to these


requirements, I recently posted a LinkedIn poll with four options for voters to choose from. I picked preferable buying terms, stockholding, brand awareness, customer service/ technical support. The results were pretty surprising. With half of the votes, customer service/technical support was the clear winner. Next came preferable buying terms, with a quarter of the votes, closely followed by stockholding. Brand awareness came a distant last.


Support


This result came as a real shock and really said something about the mind- set of the KBB retailer right now. Knowing that stock levels have been troublesome to a greater or lesser extent across the industry – most notably in appliances, it seems that retailers have understood and accepted this to some extent, and so have


looked for support and


information about lead times and products as vital to planning and delivering projects.


As presumably ‘normal times’ begin


to return though, Jason Key, business development manager at Kaelo, points out that a good supplier should offer all four in balance, and this provides the best outcome. Bill Miller, MD of the Kitchen Bathroom Buying Group (KBBG) says: “If a retailer is not receiving the type of support that gives them confidence that whatever happens the supplier will support them, then my advice is to maybe look elsewhere. Chances are that there is another supplier able to offer a similar product at a similar


price, but who is willing to


engage with the retailer in the right way and build a strong and robust business relationship.” So, let’s look at the factors that go


into the decision-making process of choosing a new supplier and whether you are better off keeping your current supplier or parting company. Neil Gokcen, co-owner of Birkdale


We choose suppliers based on whether we’re looking for solutions that improve our offering or a new product is pitched to us that doesn’t


overlap with our current products and suppliers Steve Root, co-owner, Roots Kitchens Bedrooms and Bathrooms, Faversham


Kitchens in Southport, says that his business has recently looked to broaden


its supplier base and is looking to “spread our bets, in the face of intermittent supply and rising prices, despite wanting to stay loyal to the brands that have been integral to our success”.


Having worked for KBB businesses with as few as 12 suppliers, and as many as 88, I know the strengths and weaknesses of having both a narrower and a broader range of suppliers. These include the benefits of a broad offering for your customers, with the opposite problem of struggling to keep up-to-date with the full product range and technical details.


So, what motivates the move to take on a new brand? Steve Root, co-owner of Roots Kitchens Bedrooms and Bathrooms in Faversham, Kent, says: “We choose suppliers based on one of two factors. Either we have identified something sub-optimal with our current offering and are looking for solutions that improve on that, or a new product is pitched to us that doesn’t overlap with our current products and suppliers.”


How then, with so many names and


brands out there, does one go about choosing a new supplier? Root, for example, has a method that starts with an initial research phase, then a development phase including a factory


What does a supplier want from a retail partner?


It’s all very well judging suppliers on their merits, but it’s a two-way street, and suppliers have opinions too. I asked two well-respected company bosses for their thoughts on what they believe makes for a good retail partner.


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■ Dawn Short , MD, Callerton Kitchens: “I regard the relationship with our customers as being one of mutual respect and trust. As we supply into design-led kitchen specialists, we look for a great fit, and a company that has a good standing in the industry.”


■ Sofia Charambolous, MD, Origins Living: “We love to partner with like-minded businesses who share the same vision and values as us, working together to meet shared objectives. I’ve cut ties with retailers when it became “want, want, want” and not enough “give, give, give”.”


visit, then a commitment phase with displays ordered and the roll-out to staff and fitters.


Despite the temptation to look for new/replacement suppliers, loyalty is often a good choice in the long run, bringing continuity benefits such as familiarity with products, systems and hierarchy, often resulting in the smoother delivery of projects for clients. “We have long-lasting relationships with our suppliers,” adds Abel of Laings. “We have worked with many of them for decades. Knowing they will work with you and collaborate to find a way to make things work is important.” In summary then, there are a whole host of factors that KBB retailers need to consider when choosing suppliers, but really it’s up to the individual business to work out what is best for them, their customers and their particular circumstances. Changing or adding suppliers can really allow the retailer to stay nimble and respond to changing situations, but it’s worth remembering that ‘the grass is always greener on the other side’, so this decision is not to be taken lightly.


· June 2022


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