MERCHANT FOCUS: LAKER
smartphone to glean more product information and prices. Laker understand the importance of keeping the customer within our website real-estate, even whilst in-store. Meaning we use technology to make navigation easier for everyone. For example, when a customer looks at the timber racks, they will soon see a full product description plus timber sizes, even their individual price from simply using our QR codes. We want to move this year to create a modern retail experience, where customers can purchase goods on their smartphones as they move around the Laker stores. On exit the goods will be checked by a member of staff before the customer leaves.
Robinson says it’s important that the business operates in two camps: the traditional merchant camp and the new digital merchant space. “Ady is a traditional merchant who operates on the coal-face. Which is why our partnership works so well with us having completely opposite skillsets, yet they really are complementary. Laker’s success has been down to Ady and the ethos of service excellence, which he has built upon over the last 11 years. However, he understood he needed to evolve Laker too, and that means professional business processes, new technology, plus improved systems. Being friends since we were 11 years old, Ady knew this was an area I could deliver upon.”
With the company now fully trading online, Robinson stated another huge milestone was our decision to invest in a new state-of-the-art ERP and eCommerce system – Intact IQ. “One of the things we like is its built on a current data base open-source architecture. Enabling the bolting on of ‘external add on features’ as DPD style delivery text messaging, or tablets that integrate our drivers with the ERP and googlemaps, even dropping a pin when our delivery vehicles arrive. All can be seen from the counter sales screens as well as from the customer service desks in real-time,” Robinson says.
Intact IQ allows Laker customers to access their own rates and stock at each branch. Including all estimates, invoices, statements, even to make payments through our web portal. Improving customer experience at point of delivery is also part of the company’s current drive and ethos. Laker has also used tablets as an add on to cover our legal obligations with daily vehicle checks, which now operate in the cloud. So, if any vehicle has say a taillight that’s out, the system will flag this to the branch manager, so they know there is an issue to be immediately addressed. If ignored the awareness is passed up the management chain – proactively and seamlessly by Intact Software.
Other investments include a threefold increase in the number of Hiab 18 tonne crane off -load lorries, also Lithium battery operated 3-tonne Counterbalance Forklift Trucks replaced Laker’s IC Engine Yard Trucks. We have also recently introduced specialist EV Combi-lift forks at all branches completing the EV fleet. EV forklifts allow for great flexibility, with opportunity charging, meaning Laker can charge batteries whenever the forklifts are not being used. They also offer zero Co2 emissions compared to the old diesel forklifts, as well as greatly reduced running costs. During 2022 the company will roll out solar PV across all Laker branches to provide 85% off-grid green power for our business across all branches.
Laker is also redeveloping the Crawley branch, to improve customer access and parking while completely modernising the whole branch. A new heavy side depot is also being put together, although supply issues at present are slowing any serious progress. “We remain a professional timber merchant, yet will evolve into a full heavy side supplier too, enhancing our ranges of bricks, blocks, lintels, landscaping and paving ranges, adding block and beam flooring, a wider range of decorative aggregates, plus much more all being added during 2022,” Robinson says. Changes haven’t just been physical. There’s
April 2022
www.buildersmerchantsjournal.net
a new marketing function to raise the profile to both ‘new and existing’ customers, and the company is also now a member of h&b buying group. Robinson says this has made a real difference, not just in giving the company a structure for buying, but a support network and vastly improved purchasing power. “This support comes via other merchant members, we work as one enlarged team. We are really pleased and proud to be a member of h&b.”
Robinson says the company is on something of a journey, evolving as a completely different style of building supplies business. “While our ambitions have been restricted from supply issues, material allocations, and continuous price increases. The speed we can expand has therefore been capped, yet we have managed to use the time wisely to build a really special work force, whom have collectively made serious improvement and process change. We also understand our staff are our biggest and most important asset. While we are busy making improvements in readiness for future growth, we have invested time to improve procedure and in training to ensure we may have a future where everything is in place and we are fully prepared for growth,” he says.
The company now has 35 people with a turnover on target for between £5-6m per annum. “We have plans for more expansion, even acquisition, yet are fully committed to remain a true independent merchant. The journey is still in its infancy, with continuous improvements and changes prevailing, we can see our staff are motivated to excel and take the business to new heights. We are excited for what the future holds, however committed to lead by example from making environmental changes and to continue to push our suppliers harder to make more commitment to reducing their emissions. As a company we really do care about the planet we will leave our children and grandchildren. So, while profit is key, at Laker it’s not at the expense of the environment.” BMJ
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