RETAILER FOCUS
Better together K
nowledge is power. Whether that be product knowledge, customer knowledge or
trends knowledge but how does someone gather it? Speaking from experience Jayne O’Donnell, Head of UK Independent Sales at Lifetime Brands, explains that it is so important to work with brands that share ideas and stay on top of emerging trends. “We’re proud to have been working with many of our customers for decades and we’re of course very aware of how the market has changed, is changing and will continue to change,” she explains. Lifetime brand has dedicated teams behind the scenes who work to consistently support its customers. what consumers are on the lookout for.
‘Evolving’ is the word Jayne O’Donnell, Head of UK Independent Sales at Lifetime Brands, uses to describe the current market; she tells Housewares magazine why a brands input cannot be underestimated.
When launching its Mikasa tabletop brand, the company researched how consumers shop in the sector and noticed that many are researching and browsing this category – many consumers online as well as in-store.
Utilising both the in-store and online aspects of promoting a product
is key to ensure consumers know about what your product is and what it does. “As well as year round support and our regular product launches, maximising seasonal opportunities is key,” says Ms O’Donnell. “With a full summer of sport ahead, we have launched an in-store display competition to harness this opportunity; inspiring yet challenging our customers to create showstopping displays using MasterClass barbecue tools, Mikasa dinnerware, BarCraft barware and S’well hydration.”
“Plus we support from product right through to point of sale, with
season and brand.” In more recent times, retailers have shifted their focus to ensuring ambition, Lifetime Brands offers retailers a supply of photography and video assets to help promote its products. Ms O’Donnell highlights: “We try to listen as much as possible, as we know how busy our customers are. This is why we also offer our online trade ordering site, Market Place, which is designed to save our customers their two most precious things - time and money. “Market Place allows customers to upload an order in seconds, download imagery and ready-made assets for advertising, check stock and pricing, request credit notes and so much more. Everything is at a she adds “we work for and with our retailers. It’s how we both grow.”
12 | June/July 2024
Lifetime brands is also launching its hydration bottle from S’well the
Tumbler XL, its new Mikasa x V&A Alice in Wonderland collection and an extension to its bestselling Mikasa x Tipperlyhill range.
housewareslive.net
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