trade: comment
Indie rock stars deliver chart-topping service
T
he high street has been a tough place over the past few years. Data from BIRA (British Independent Retailers’
While the rise of web-based electrical retailers has changed the game for independents, it has also revealed an opportunity to create further strong differentiation. Carl Bould, head of B2B sales at Connect Distribution, discusses why the future is just as much about exemplary service as price. It’s about partnerships
“Additionally, environmental pressure to repair
Association) confirms that, in the first six months of 2018 alone, more than 1,500 smaller shops in the UK closed their doors. A number of those outlets were involved in the sale of electrical goods, correlating with the onward march of e-commerce and ‘click and collect’ services. “While the market continues to go through seismic change, the evolution provides independents with a significant opportunity to create further differentiation. Offering a cracking service, coupled with the convenience factor of being able to provide helpful product demonstrations, support and advice, while playing a positive role in the local community, are all areas where independents typically score highly with customers. “Connect Distribution has been supporting smaller retailers for more than 50 years, helping them to deliver that great customer care. While many independents are well known for their unyielding service and deep community roots, there is perhaps still more that ‘indies’ can do to retain that loyal customer base and grow their businesses. By choosing a partner to provide a fast, flexible spare parts operation, as well as the latest product ranges, the smaller retailer has every opportunity to deliver what the end customer really wants.
electrical goods and not throw them into landfill will come to pass, driven in part by probable future new regulation, encouraging OEMs to design products that can be more easily repaired, that is on the horizon. This will leave consumers more attracted than ever to the idea of fixing a broken washing machine or fridge. So, as and when that ‘right to repair’ legislation does see the light of day, how can smaller retailers exploit future developments to their advantage?
The way ahead “Clearly, retailers’ strategies are all subtly different but they all agree that quality advice, service, delivery and aftersales are key elements of the sales process. The ability to provide a fast, local and efficient aftersales support capability is becoming more important, again making the relationship with an aftersales and spare parts operation partner so important for the smaller retailer. “Working with both retailers’ repair teams and third-party appliance engineers, Connect Distribution is seeing that product knowledge, fast service and sound advice score highly when things occasionally go wrong at the consumer end of the supply chain. So, when a washing machine or cooker does fail, rapid diagnosis and fix are crucial to the retailer’s relationship with the end consumer.
“As overheads, wages and high street rents continue to bite into the bigger retailers’ profits, we see the major brands all undertaking strategic supply chain partnerships – and the picture is no different for the smaller retailer in its bid to continue to deliver that level of service that the consumer now demands. It’s therefore critical for retailers to find a parts and delivery partner who can offer technical product advice, as well as guidance from experts about the specification and fitment of both products and spares. “The customer wants a solution quickly and the help to deal with a broken washing machine or fridge at perhaps a stressful time, so speed of response and availability of parts are critical. So, if independents are to further forge happy relationships with local customers, they need the back up of next day parts delivery, helping to build on that bond between retailer and local customer. “So, the message from the consumer is
clear. He or she wants expertise, capability and a fast, friendly service. That leaves the independent with huge opportunities to deliver the sort of dynamic aftersales response for both service and repair that brings real loyalty. It’s just a question of picking the right partner to deliver that significant business opportunity.”
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www.innovativeelectricalretailing.co.uk
May / June 2019
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