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HPP | ADVERTISEMENT FEATURE


Alto matt cashmere from the Avanti range of stocked doors


Caraway classic square in super matt onyx grey from the Aspire vinyl wrapped range


‘Our focus is on adding value and creating loyalty’


Marketing manager Dan Mounsey explains how furniture components manufacturer and distributor HPP’s customer-centric approach is helping its customers succeed in a challenging marketplace


Q & A Q: How would you say the role of the


distributor has changed? A: In the past, distributors were seen predominantly as a stepping stone between those manufacturers who weren’t geared up for delivering small orders – and retailers. We’d buy products in bulk and break them down into smaller orders and deliver to multiple addresses. However, as consumers have become more knowledgeable and more demanding both in terms of the products they buy and the service they receive, retailers are looking to us to provide the answers. Our role has become much more of a bridge between the source of the product and where the product ends up. It’s about offering a holistic service that, essentially, makes retailers’ lives easier, so that they can spend more of their time doing what they’re good at – designing and selling kitchens, bedrooms and bathrooms.


Q: So, would you say that a distributor’s role is more about being a service and solution provider these days than just about buying product and selling it on? A: That’s certainly how we see ourselves. Our focus is on adding value and creating loyalty – helping our customers solve problems and meet demand, while also making their lives easier. We’re giving customers reasons to choose to deal with HPP that go beyond products and services by creating a joined-up experience. We have a diverse customer base, ranging from small independent retailers to multiple retailers. Being able to fulfi l wide-ranging orders and meet the specifi c needs of each customer is exactly where our strengths lie.


September 2019 · kbbreview


Q: So, is having a good relationship with manufacturers key to all of this as well? A: We have fantastic relationships with leading manufacturers, because we’re progressive and I think because they see what kind of service we’re offering and they want to be part of it at the same time, so that we can spread their message too. At the same, it’s essential for us to have these strong relationships with leading suppliers because they’re the brands our retailers want to work with because their clients are demanding it. So it all goes hand in hand, really. We’re more like ambassadors for the brands we


sell these days, rather than just a company that’s geared up to deal with multiple orders of differing volume. We’re not about one-off transactions. A lot of our success is based on the relationships we’ve built with retailers and manufacturers.


Q: What tools are you offering retailers to make their lives easier? A: We’re always looking to add value by giving our customers the tools and solutions they need to thrive as a business. And that’s evident in everything we do, ranging from our made-to-measure doors, our brand portfolio, to our convenient ordering and delivery processes and our fl exibility. We have a customer-centric culture – customer service is made a priority at every level and constantly reviewed. The tools and services we provide include our internally-developed, web-based ordering system, which was implemented to increase our fl exibility as a supplier and allow our customers to place orders at a time that suits them. Recognising that brochures are still an incredibly important sales tool for retailers, another key thing we’ve done is devote a lot of time and money in the development of our ‘A Unique Choice’ literature. These coffee-table-style brochures include a library of unique room-set imagery to help inspire their


Glide sliding doors in deep red acrylic and mirror fi nish


clients and can be personalised with a retailer’s own logo and contact details. We’ve also created visualisation tools that they can use on their own websites. This allows the retailer to show their clients more products than they would be able to have on displays in the showroom. It’s a great way for them to interact with the client, too, because they can show them a range of design possibilities, while generating a quote with visuals. It’s just about making life easier for them and giving them the tools to deliver a professional service and the opportunity to meet the demands of their customers.


Q: Is there more to this added-value service than just creating and providing retailers with the right tools? A: We act on feedback from our customers, so that we’re always evolving to meet their needs. Customer service is a priority at every level and is constantly reviewed. We invest in our staff to ensure that whenever our retail customers interact with us, they are not only dealing with someone who is an expert in HPP products and service, but someone who also understands the industry and the challenges retailers face, so that they can adapt where necessary. We also have a number of long- serving staff whose skills and experience cannot be beaten.


Q: What’s next on the agenda? A: First and foremost, we want to continue with our customer-centric approach and help make the lives of our customers much easier. In addition, although we already offer our premier customers additional benefi ts, we’re looking at developing new ways of rewarding customers. This would add value to those relationships and show how important they are to us.


kbbr


Contact details:


Tel: 0161 620 5656 info@hpponline.co.uk www.hpponline.co.uk


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