the BIG interview ‘‘ Having fun, being
honest and having integrity are my watchwords
Colin’s experience in the CE industry informs
every strand of CRMB’s outlook, as he explains. “The CRMB business ethos is based on the old traditions and methods that I have learnt over many years from working for some of the great leaders in our industry. Having fun, being honest and having integrity are my watchwords. Retailers want a straightforward answer to their questions even if the news you have to give is bad. I believe that the main role of the salesman is to first sell the sizzle. Then making sales has to be mutually beneficial. Anyone can make a sale once but it’s clear to me that relationships and trust build long term sales opportunities. However, CRMB will adopt all modern business procedures such as online ordering and digital asset delivery.” So what do Colin’s customers get? “CRMB
will provide new and existing brands sales to physical national and independent accounts and online retailers; but it will also provide channel management and offer a wide range of services including end-to-end account management; researching and gathering market intelligence; generating new business; sales consulting; as well additional B2B sales and marketing advice.” There are benefits to using an out-sourced sales operation, and Colin is keen to explain how he can help both brands and retailers. “The benefits of working with CRMB for the brand is a cost-effective sales operation, access to my many contacts and knowledge of the CE market. The days of large sales team from individual companies running up and down motorways is long gone, accelerated in recent months by the Covid-19 situation and the use of digital communication. However, people buy from people so the use of meetings, trade shows both national and regional, showrooms, conferences and industry events remain in my view especially important. Some of the best business relationships I have formed have been at these events, something that the big “new” brands underestimate but CRMB will embrace. “Retailers can expect from CRMB an interesting
and diverse range of products. Drop shipping and extended ranges are definitely the current hot topic in retail. Just look at Next’s website and you will see how many other brands they are now selling on their platform. The independent retailer especially needs to look at widening their
February 2021
ranges, so that their consumer visits them more than just every six to eight years when they need a new TV, fridge or washing machine. The retail customer will also get a very honest opinion on topics that concern the industry such as the use of direct selling on brands’ own sites, which, while needed, should never be the key focus.”
‘‘ The high street needs to look modern
2020 was a terrible year in so many ways for the country, and nowhere was the impact of the pandemic felt more keenly than on the nation’s high streets. However, with mass vaccination now offering a ray of hope for retailers, Colin is optimistic about 2021, and has some pointers for high street retailers seeking to capitalise on the boom in online shopping. “I don’t fear for the high street as I believe that it will change and adapt – in fact, I get a feeling that once lockdowns are over the consumer will be back in store in their droves as, while they have greatly used online retail in the past nine months, they have become frustrated and yearn for the physical and social opportunity to go shopping again. Smaller high street retailers will then be able to apply everything they have learned about online selling during the pandemic, and still give the traditional service and quality they provide face to face. This will result in a better balance in their online and in-store businesses. I do however think the store environment needs some revamping. Just look at some of the great interesting stores out there, such as the Nike stores, Zara, Dyson and Smeg brand stores. The high street needs to look modern. If I was an independent retailer, I would be asking my Samsung or LG representative for cost pricing on the digital signage their B2B divisions sell to revamp my store and show my extended range from my online store in the window, or even better on large scale in-store displays. The merging of online and in-store will enable the high street to flourish.” So with 2020 put to bed, and a new year now
well underway, how is Colin faring? “So far, the new business has been a great success. I am delighted to be working with Hanaco Ltd. on the
relaunch of the Awai audio range. This is a great example of a relationship that I have had for over twenty years, and I am delighted to be able to sell what is an incredible range of headphones, speakers, radios and more. The great thing about the Aiwa brand is that there is a certain demographic of consumer who still loves and respects it – everyone I have talked to about it has seemed happy that it’s back. I can’t wait for the chance to get the finished Aiwa products into people’s hands, so they can see the Japanese build quality, packaging and branding.
“Another very well-respected brand is Akai ‘‘
TV, and I am very pleased to announce that we are working on the relaunch of this brand with the Ruro group based in Birmingham. The team at Ruro have some great plans and I am very excited to be working with them on this as well as the new T4tec brand. Probably the biggest success to date with Ruro Group is that we have just signed a distribution deal for the Zanussi SDA range. This range includes kettles, toasters and floorcare, and offers all retailers a great example of what I mentioned earlier about extending a brand offering. There is way more product to come and some very exciting developments that I think will surprise and excite many people. It’s a cliché but “watch this space”.” Of course, businesses have to look to the
future, and it’s not just opportunities around selling traditional appliances that Colin has his eye on, as he explains. “In a separate opportunity, I am working with Daniel Buckley at Spencer Grace Ltd on the Zinc E Scooter range. It seems likely that electric scooters will be legal to use on the roads in the near future, and I think it will quickly become the hottest product around as they are economical and environmentally friendly. I believe that all retailers, but especially independent retailers, should definitely get involved in this category. One of my concerns over the years is how the CE independent retailer has missed out on so many technologies, for example mobile phones and gaming to name just two.” Finally, what effect has heading out on his own had on Colin, and how does he see the future? “The launch of the new business has given me a real rejuvenation and energy, and I am looking forward to growing the brands’ businesses I am working on. I’m keen to start helping as many retailers as I can to profitably sell new products, something I have been doing now for over 35 years. I’m sure it will soon get back to the days when every home in the country has a product that CRMB Ltd has represented.”
www.innovativeelectricalretailing.co.uk | 11 watch this space!
‘‘ ‘‘ ‘‘
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32
