the BIG interview Many retailers are now embracing online
as a key addition to their channels to market, and as a distributor Steve is well aware of its importance. “It’s vital. Our retail and install customers are time-pressed, so the fastest way to obtain the products they know they want is to head on-line and click to buy for next day delivery. Even customers planning to pop into one of our trade counters to make a purchase will often spend time on the website checking products, specs and pricing beforehand, and we now offer a click and collect service. Having a superfast website with rich product information, real-time stock availability and easy navigation on any device is essential for all of our customers. “We saw that evolution coming early
and, back in 1996, we were one of the first distributors in the industry to launch a fully interactive website with real-time stock availability and pricing. It has been through several iterations since, updating the look, feel and navigation to cater for the growth in on-line orders and our expanding catalogue. The fourth generation of the site, launched last year, leverages cutting edge IP technology to deliver superfast navigation irrespective of whether it is viewed on a desktop, laptop, tablet or smartphone. Take a look at
www.alltrade.co.uk” In a competitive market, it’s vitally
important to maintain an edge, and Steve is proud of the company’s customer service reputation.”Our customer service is second to none but the Trade Counters are the crown jewels in the business. With branches in Brighton & Hove, Cardiff, Hemel Hempstead, Maidstone, Bournemouth and Reading with plans to
open in Essex shortly, we are the ‘local’ distributor for many of our customers. Each branch offers instant over-the- counter access to our entire catalogue, a same day click and collect service, face- to-face advice from our trained experts and a range of free training programmes throughout the year. “Even for customers not popping into the branch, we offer free next day delivery up to approximately 50mile radius, in our own vans direct from the nearest Trade Counter. This level of local service builds customer loyalty that national distributors operating from a huge central warehouse simply can’t match. We drive those benefits to our customers in every part of the business, encouraging our staff from managers down to drivers to get to know our customers. This has allowed us to offer unique benefits such as trusted keyholder service, delivering to vacant sites so the customer does not have to travel just to take in the goods.” Alltrade celebrates its 30th anniversary
this year, and the company is marking it in a number of ways. “Celebrations kicked off in May with a discount scheme on all products, tiered to offer the longest standing customers up to 10% off their entire order. We also offered free refreshments and snacks during the day, enabling our sales staff to encourage a few more orders as our customers chomped through bacon rolls. The discount and refreshments proved hugely popular and we had several record days at the Trade Counters as our customers spent big to save big.” So with 30 years in business under his belt, how does Steve see the future for Alltrade?
“In many respects, the future will be business as usual; moving with market trends and delivering the best trade customer service in the business. Custom install and smart home technologies are key growth areas right now and we continue to actively expand into these sectors. CI products such as HDMI switchers, amps, cable and in-ceiling speakers entered our catalogue over 10 years ago and since then the portfolio and technology have advanced tremendously. “Being appointed an official ELAN
distributor last year gave us a top-tier control platform and a large catalogue of compatible products. We can now supply a complete suite of goods required for comprehensive installs featuring multi- room AV, smart home control, lighting and security. ELAN is a widely compatible and flexible platform that is much easier to programme than many of its competitors. Training on ELAN is available at all six of our Trade Counters, from introductory courses up to fully approved installer certification level, and is entirely free for our registered customers. “Going forward, CI and smart home is set
to continue its upward growth trend for the foreseeable future. Today’s consumers favour experiences over physical products and sophisticated, tablet-based control of a home’s AV, lighting, heating, shading and even CCTV system creates a compelling user experience. As a retailer or installer, this is an exciting growth market with huge potential for high-value sales and consumers that will come back to you for servicing, updates and upgrades for many years to come.”
May / June 2019
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