FOCUS | Strengthening relationships
‘Having a partnership
approach to business has never been more important’ MARKETING MANAGER, TKC
NEIL TAGGART,
wheels of their business turning and then to build for growth with a marketing toolkit, fi nance and volume-based reward packages. With cash fl ow critical to retailers, we worked fl exibly and closely with them and, because we have remained operational throughout, we have been able to supply products so that customers could fi nish off projects and then collect their money. This was very important to retailers involved in building sites during lockdown and after restrictions were lifted helped them to promptly deal with jobs in progress as well as the pent-up demand business. No one had their toes held to the fi re to clear their account that had built up before we would supply that much- needed ‘last door’ to complete a project and collect their money. Nor have we changed payment terms or methods for customers.
W
e implemented a range of measures to help retailers keep the
Having a partnership approach to business has never been more important than now and our activities have strengthened our existing customer relationships, with more of them spending more with us than before. Relationships are an invest- ment and being supportive in challenging times will be valued and remembered long after the pandemic has receded.
No one had their toes held to the fi re to clear their account
In June, we launched a fi nance package, enabling retailers to stimulate and win business by being able to offer an affordable way for their customers to spread the cost of their kitchen and compete with the nationals, who already have consumer credit facilities in place. Retailers thanked us for the initiative, allowing them to focus time on re-energising business and having another strand to maximise leads. Our online ordering was launched with great timing, more by coinci- dence than intent, to be honest, but blends so well with the fl exible working that’s now common. Our marketing toolkit pro - vides retailers with pre-designed templates
for advertising in print and online to make promoting their business easy. The uncertainty around lockdown has made it vital for retailers to increase and convert leads to safeguard the future of their business. We made a
very conscious effort to support them, which has undoubtedly helped both our customers and TKC. A relationship is a two-way thing and our customers have in turn supported us, for which we thank them.
Wonderful Together
JO RAWSTRON, SALES AND MARKETING
C 46
business updates on contact, product supply, consumer care and fi eld service support.
DIRECTOR, FRANKE
ovid has presented us with perpetually challenging times and we want our cus -
tomers to understand that we are standing strong beside them, not just during lockdown but ongoing and this has been expressed through our ‘Wonderful Together’ campaign. When the usual human interface and experience was not possible in lockdown, we aimed to create a reassuring, informative and helpful presence online and it was widely welcomed, often receiving thank- you messages, which has never happened before. Over six months, between April and September, we ran our ‘Wonderful Together’ campaign providing
From early into lockdown and up to the end of August, we also produced 11 ‘How To’ guides aimed at helping our More in Store retailers market their business. They covered a range of topics from how to improve website and SEO, addressing online presence, tips and tricks for Pinterest, creating and managing a Google Ads display campaign, to navigating the new retail experience with digital, safety and service advice. They were sent as part of our Wonderful Together email campaign aimed at reassuring our customers that we are standing strong beside them. The guides had the highest dowload rate from our More in Store dealer site of anything we have ever produced and will now feature on there as a permanent resource.
We want our dealers to know we are standing strong beside them, not just during the lockdown and pandemic but ongoing
· November 2020
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