ADVERTISEMENT FEATURE | Cyncly
Customer first Ben Roberts
yncly may be a new name to the kbb Birmingham exhibition halls but the latest versions of the products it is showing have been essential tools for kitchen and bathroom retailers and designers for a reassuringly long time. Cyncly is now the home of brands such as Winner Flex, Virtual Worlds, EQ Flex and Spaces Flex, following a recent series of acquisitions and mergers. That means that, for the thousands of designers and retailers that interact with them every day, any new developments, interfaces or add-ons are eagerly awaited. For an inside look at how Cyncly is approaching the
C
event, we caught up with sales director Dean Smith and director for enterprise accounts Ben Roberts…
Q & A
Q: Can you give us the quick background on Cyncly as for many it is still a new name? Ben Roberts: I think that’s actually one of the challenges for us because Cyncly as a brand is still not quite as well known as the individual products we supply. The idea and aim of Cyncly is to supply the best products we can to what is still the specialist niche of the KBB sector. So it’s really a combination of all of these brands that people have bought into over the years for many different reasons that are now all under the same umbrella. This means we can leverage all of the expertise that we have in the marketplace and serve customers in the best way we possibly can.
36 Dean Smith
kbb Birmingham 2024 marks the first appearance as a brand for software giant Cyncly and the first chance for retailers to see its full portfolio of integrated products all in one place. Ben Roberts and Dean Smith are relishing the challenge…
Q: Cyncly will be making a big splash at kbb Birmingham but is telling lots of different stories at once a challenge? Dean Smith: It’s an interesting one, because traditionally we’ve operated as separate brands and we’ve had a kind of competitive tension between them. Bringing all of these big brands together under one narrative does represent a challenge, but it’s one we’re really embracing. We’ve been doing that internally for some time and one of the key things is by having them all together in one place we’re able to really listen to our customers, solve their problems, get them to the right teams and formulate tailor-made solutions for them. It’s really exciting. We have this really broad scope of products now that we can leverage for our customers and make sure that they’re feeling real added value as a result.
Q: It’s interesting that you’re coming at this from the customer’s perspective rather than just selling the latest version of the software... Ben Roberts: Absolutely. Cyncly is about finding the right product for a customer who visits the stand. I think the CAD software arena has sometimes been a race to see who can bring out the latest features. But in that competitive scenario, a lot of the focus on who the core customer is can be lost, because you’re just trying to one-up the competitor. So our stand’s going to be very different this year as we’ll be qualifying the visitors who come onto the stand to find out exactly what it is they need from real experts and
that means that we can do much more of a consultation rather than a sales pitch, which I think visitors to the stand will enjoy.
Q: What will visitors actually see on the stand? Dean Smith: We’ve got quite a few highlights that we’re very proud of. For example, Winner, our kitchen design tool, has been available on our Flex platform for a while and our goal is that all of our products will be on this platform moving forward. It gives cloud-based access to projects and a flexibility to work remotely and allows for our users to consolidate project data into management dashboards and to formulate business reports so they can get better business insights. So we’ll be showcasing the deep capa bilities of that. It’ll also be a fantastic opportunity for visitors to see how we’re integrating Virtual Worlds into EQ Flex and where we can save them time and money. Joining these two market-leading tools together is a game-changer. If we can join up all of our software to make it seamless for users, we know we’re adding value for them.
Cyncly will be on Stand L70 at kbb Birmingham from March 3-6 For more information go to
cyncly.com or email
marketing@cyncly.com • March 2024
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